Today, about 70% of the US population has at least one social networking profile. By 2018, it is estimated that there will be about 2.5 billion social media users. Indeed, these are facts that anyone in the supplement business cannot ignore. Health and fitness have become some of the buzzwords of social media and millions use media like Facebook, Twitter, Pinterest, and Instagram to get health updates, learn about new diets, keep track of their fitness, and much more.

Here are five ways you can leverage the growing power of social media to your advantage in the supplement business.

  1. Turning the tables with influencers

When it comes to influencers, the benefits are no doubt mutual. For companies with smaller budgets, it’s a good idea to start with a lesser-known name and build a fruitful relationship with them.

For example, Forbes magazine featured an article on the Paige Hathaway, a well-known fitness model who had only 8,000 Instagram followers when Shredz, a direct marketing nutritional supplement company, decided to partner with her. Now she has almost four million and Shredz is a multi-million dollar company. Need we say more?

  1. Tuning into what’s trending  

Social media is without question a good way to gain insights into customer behavior.  It is also a great channel for social listening. Use it to understand what people are saying about your brand and get feedback on your products.

  1. Leverage your existing fan base  

About 53% of Americans who follow brands on social media are loyal to those brands. It is your fan base that buys, shares, and refers you. Not getting them involved in a more meaningful way to increase your brand awareness and loyalty is a criminal waste of a healthy marketing opportunity. Supplement Central, a fitness and supplements business, succeeded hugely using this very strategy using only social media because they didn’t have a website.

  1. Targeted advertising with results

In this age of personalized marketing, it’s easier to hit the bull’s-eye with social media ads. You can focus on specific demographics, location, behavior, or interests. It’s also easier to track results in real time. Social media ads are also relatively inexpensive.

  1. Zero in on an audience

It’s a best practice to have a target audience in mind when you launch a brand or product. An article by Nutrascience Labs advises that while having a specific audience is crucial, it is also important to look outside the typical audience and reach out to other groups.

Finally, it is important to remember that reaping the full benefits of social media marketing can take time. Don’t think of every communication as an opportunity to sell something, but work consistently towards building a loyal fan following. The results are worth the wait.