How do we dig a hole under our own business?
The market for dietary supplements is exploding and people are looking for solutions to their health problems in droves – whether it’s in miracle pills or in Instagram celebrity influencer posts. And that’s where the trouble starts. Volunteer influencers – or, as I like to call them, „misinforming opinion leaders” – sometimes do more harm than good. Why? Because their colour-filtered stories shove products in people’s faces that they often have no idea are effective. The end result? Consumers are disappointed and lose faith – not just in the product, but in the industry as a whole.
Are only Influencers destroying?
Not just a B2C problem
It’s a mistake to think that the problem of misled buyers is exclusive to the B2C segment. Indeed, disappointed consumers are a problem at all levels of the e-commerce chain. And you know what’s ironic? The B2B segment itself has a lot to do with it.
How are we hurting ourselves?
In the B2B market, companies often operate with the mentality that „marketing will sell it”. The reality is that consumers are no longer buying empty, meaningless marketing copy. They are not interested in the „revolutionary ingredient” that „solves all problems”. They want concrete:
– What is the product good for?
– What are the benefits?
– Are there any side effects?
– How long can it be taken? (etc.)
What do you get instead? Irresponsibly posted online product descriptions full of overly glossy marketing copy, or worse: misleading information. And influencers add to the mix, making you believe that the product „turns nerdy in two weeks” or „cures cancer”. Who believes this? Well, more than we’d like. And the biggest loser? The whole industry.
Education is the only way out
What can the B2B segment do to stop digging its own grave? The first step is consumer education. But not just for B2C buyers, but for the entire supply chain: retailers, ecommerce owners, and even influencers themselves.
Why is educational content useful?
- A more authentic shopping experience: a well-informed consumer has more confidence in a product for which they can find detailed and correct information.
- Less chance of misinformation: if online stores and retailers also receive educational materials, there is less chance of misinformation being presented to consumers.
- Increase e-commerce efficiency: ecommerce stores that provide detailed product information not only improve conversions, but also build loyalty in the long term.
Example of educational content
For example, a manufacturer of a dietary supplement may produce:
– Detailed product information materials that explain the effects and limitations of the ingredients.
– Infographics that show how each ingredient works in the body.
– Guides for influencers to help avoid misleading claims.
Marketing text is not everything
Here, I’ll say it: if the information about your product is not credible, your sales team and marketing efforts are in vain. Why? Because customers are becoming more and more aware. Those online stores that only push „buy, buy, buy” messages will fail sooner or later. You can’t fool the modern consumer.
Add meg itt a címsor szövegét
And here comes the real paradox. In many cases it is the B2B segment itself that destroys the credibility of the industry. In the name of speed and cost-efficiency, many companies simply copy manufacturers’ specifications into their webshop – often with translation errors and completely irrelevant claims. It is no longer important to sell a sea of products; it is important to sell the best products. The result? Customer frustration, which reverberates throughout the market.
Until you pay attention to education and authentic communication, don’t expect miracles. Influencers will come and go, but bad product descriptions will remain on the internet forever. And if these mistakes continue to be associated with your name, not only will the consumer lose faith, but the industry as a whole will lose faith.
And there is always further down...
If you thought that the role of influencers was limited to promoting products, I’ve got bad news for you: the game can get a lot dirtier. In the dietary supplements market, there are companies that are not content with promoting their own products – they’d rather try to outdo the competition. How?
- Paid influencers running a negative campaign: pervasive posts where the „expert” declares that a certain product is „poor quality”, „ineffective” or „dangerous”. Of course, there is no concrete data, research or evidence to back up these claims.
- Paying students to comment: we have heard of many cases of students writing negative comments about products, companies or even services in exchange for money. These „shadow campaigns” are spreading fast and can cause serious damage to brands.
Why does it work?
A significant proportion of consumers base their decisions on reviews and ratings. A few bad comments about a product or a pseudo-news story spread by an influencer can start an avalanche. The result? Potential customers lose trust and turn to other products instead. So a smear campaign can work in the short term – but in the long term it can be extremely damaging for the whole market.
If you have one, educational content will win
In this toxic environment, educational content is almost the only tool that can save companies’ credibility. But why is education so effective?
- Credibility with the target group
Educational content is like an anchor in a stormy sea. When your company communicates clearly, factually and backed up by research, it builds customer trust. Conscious consumers are increasingly looking for authentic information, and brands that provide it will emerge victorious in the long run.
- Traceable research: the biggest weapon
Educational content is based on references to research and scientific results. If a product description or blog post is based on concrete, authoritative studies, it is:
– Backlinkable: other professional sites and forums can link to it, increasing the traffic and credibility of the website.
– Irrefutable: negative commenters and pseudo-news spreaders are unable to compete with a solid, evidence-based narrative.
- SEO: Another bonus
Educational content not only boosts credibility, it also boosts SEO. Detailed, keyword-optimised blogs, product descriptions and infographics achieve higher search engine rankings. And an increase in organic traffic leads directly to an increase in revenue.
Don't leave it alone tips: if people prefer to believe the Influencer
We know that educational content is effective, but what if your target audience still prefers to rely on influencer opinion?
Be present where the influencers are loud
If your customers are all over social media, you need to be there too. Get your educational content out there: in the form of short, attention-grabbing videos, easy-to-digest infographics and even ‘quick facts’. A well-constructed campaign can stand out in the biggest noise.
Build expert credibility
Instead of arguing with influencers, side with experts. A piece of content signed by a doctor, dietician or researcher will make even the most uninformed influencer fan think.
Don’t expect passive recipients
Accept that people are often lazy to look for the truth. So make it easy for them. Write clearly, visualise the data and show concrete examples. Provide quick answers to common questions – educational content is not a textbook, but a solution to everyday problems.
Quote the language of influencers
You don’t have to be an influencer to use their tools. Use provocative headlines, unique stories and emotive content. If your target audience wants to have fun, teach them while they’re having fun.
Play the long game
Influencer opinions may come and go, but credible, well-documented information is timeless. Some people may fall for sensationalist claims today, but if your content is credible, they’ll find their way back to you over time.
