2018 is set to be the year of influencer marketing as we have discussed in our post earlier this year and also at our talk this month with Pip & Nut and IntoApp.
But with great power comes great responsibility.
Here at HBC we want to ensure we’re giving our bloggers and influencers the best tools possible to make sure their content is well-backed, well-researched and full of facts, not fiction.
As a result we’ve teamed up with Sarah Greenidge from WellSpoken – an organisation committed to leading high standards within the wellness industry and helping you find trustworthy health and wellness information.
WellSpoken‘s robust accreditation and training has been created to uphold the credibility of this sector, ensuring consumers are provided with authentic, reliable, evidence-based health and wellness information.
Here’s the first of Sarah’s monthly instalments for the HBC Magazine sharing tips on how to achieve high standards in the wellness industry.
Despite its explosion in popularity, the wellness sector has so far lacked the regulation needed to uphold the development of credible content. The average consumer is left to decipher fact from fiction from the sea of information available on the net.
At WellSpoken, we want to change this topsy-turvy dynamic. We believe that substantiation of wellness content is vitally important because it provides transparency and validity – and this all builds and maintains confidence in the wellness industry.
Health bloggers are a key source of information for people seeking insights on how to live well – from recipes to meditation tips; bloggers have become the go-to.
Expressing opinions and personal stories about individual wellness journeys and experiences are perfectly valid, and bloggers writing this type of content have a legitimate right to share their stories and perspectives.
The challenge comes when personal opinion is presented as universal fact.
This is often very unintentionally done – and the nuance of language plays a critical role in this distinction.
One of our key credibility principles is based on ensuring that consumers are provided with full information for them to make informed choices based on credible information.
One way we can easily live out this principle is to ensure consumer content is backed up by credible sources and ensure that these sources are easily accessible for the public to verify for themselves. Including a reference link to studies or other trustworthy websites where people can read more information, are all ways that we can make sure our readers have the option to see the evidence behind your content.
If we get down to the nitty-gritty of it all, the basis of all influencer/brands partnership is built on that fact that influencers have a large captive audience who are influenced by the opinions and endorsements who they follow. We need to make sure that our content as bloggers is built on a solid foundation and doesn’t over-promise or over-sell the reality