Should health and wellness brands require influencer education?

Léonard Maxime - 9 August 2024 - 11:58 am

Introduction

In 2019, Seed, the direct-to-consumer probiotic brand, launched Seed University, a program aimed at educating influencers about the microbiome through Instagram Stories. This initiative was designed to provide accurate information and combat misinformation prevalent on social media.

The Vision Behind Seed University

According to Ara Katz, Seed’s co-founder and co-CEO, “We’ve always felt that knowledge is agency. When you understand something deeply, you can make better choices for yourself and your body.” The program was intentionally launched on Instagram, a platform often criticized for spreading misinformation, to create a more informed influencer community.

Course Structure and Requirements

Participants in Seed University must complete a course and pass a final exam to gain access to affiliate links and the partnership program. Katz reported that tens of thousands have completed the course, highlighting its popularity.

Inspired Initiatives

Following Seed’s lead, Needed, a women’s health company, introduced Needed Academy, which also focuses on educating influencers about perinatal care. Julie Sawaya, co-founder of Needed, emphasized the importance of providing accurate information to women seeking guidance on social media.

What Does Needed Academy Offer?

Needed Academy consists of 10 sessions covering various aspects of perinatal care. The program aims to ensure that women receive correct information in the absence of a doctor. To become a partner, influencers must complete the academy and pass a quiz.

Engagement and Accountability

Both Seed and Needed emphasize the importance of working with influencers who are genuinely interested in health and wellness. Katz stated, “I only want to work with people who are curious and accountable to their community.” Sawaya echoed this sentiment, noting that passionate individuals are more likely to engage with the content and succeed in the program.

The Need for Educational Programs

With the rise of social media marketing, educational programs like Seed University and Needed Academy are becoming essential. As Emily Hage, MS, RDN, CDN, pointed out, “Requiring all brand partners to complete educational programs is a step in the right direction.” These initiatives could lead to greater regulation and higher standards in the industry.

Conclusion

As misinformation continues to spread, the need for educated influencers in the health and wellness sector is more crucial than ever. Programs like Seed University and Needed Academy are paving the way for a more informed and responsible influencer marketing landscape.