supplements · influencer marketing
How Supplement Brands Like AG1 Turn Creators Into a Sales Machine
Supplement brands like AG1 and LMNT run hundreds of creators, then double down on the ones who repeat. The measured reach, the honest model, and what a roster like this costs.
The biggest supplement influencer programs run on a simple machine, go wide across hundreds of creators, then double down on the few who repeat, with AG1 at 258M top-funnel views across 327 creators and LMNT at 214.6M views across 237 videos.
Supplement brands like AG1 and LMNT run hundreds of creators, then double down on the ones who repeat. Here is the machine, and the honest model behind it.
We do not run these specific programs. We measure them from the outside using our database of nearly 285,000 sponsored videos across 31,000 channels and 44,000 brands, so every figure below is a behavioral proxy, a view count or a repeat-booking count, and none of it is audited sales. We label the modeled and self-reported numbers plainly.
1. The short answer, and how the supplement machine is built
Supplements can buy ads, so why pour money into creators? Because a daily-habit product sells on trust, and a creator read carries trust a banner cannot. The brands that win here do not chase one viral clip. They build a roster.
The machine has two steps. First go wide, putting the product in front of many different audiences to find the creators who land. Then go deep, re-booking the small group that keeps working until the audience treats them as the face of the brand.
Supplement winners build a roster in two moves, wide first to find the creators who convert, then deep on the handful who repeat, because a daily-habit product needs trust more than it needs one big view spike.
If you want the full playbook one of these brands actually used, our LMNT influencer campaign analysis walks the roster, the offer, and the tracking end to end.
2. The proof, what supplement creator rosters pulled
AG1 and LMNT are the two clearest programs on file, and both buy width first. AG1 spread 714 videos across 327 creators in its top funnel. LMNT put up 237 videos from 124 creators, and across a longer window we count about 1,223 videos from 288 creators.
| Brand | Creators | Videos | Views (measured) |
|---|---|---|---|
| AG1, top funnel | 327 | 714 | 258M |
| AG1, middle funnel | 64 | n/a | 27.7M |
| AG1, bottom funnel | 23 | n/a | 6.8M |
| LMNT | 124 | 237 | 214.6M |
| ZBiotics | 88 | 274 | 24.6M |
AG1 builds in tiers on purpose, a wide top for reach, a tighter middle, and a small bottom group carrying higher-intent content, so the views shrink as the funnel narrows.
AG1's funnel tiers and LMNT's 214.6M views teach the same lesson, the supplement brands that reach the most spread a lot of videos across a lot of creators before any one of them sticks.
One honest flag, some supplement rows in our database show zero views because they were never scraped, so the true reach is understated here and never inflated.
3. How the roster machine works, wide then deep
Width finds the creators who land. Depth is where the payback shows. LMNT re-used 136 of its 237 videos with creators it had already booked, and 160 of its creators were booked twice or more. Its single most-booked creator, More Than Farmers, ran 64 sponsored videos alone.
ZBiotics shows the same shape from a smaller roster, with 60.9 percent of its deals coming from creators booked five or more times. That depth is the tell. A brand keeps paying a creator only when the earlier reads seem to be working, so repeat bookings act as a rough vote of confidence even without seeing the brand's books.
The offer carries the read. LMNT pairs each spot with a free 8-flavor sample pack and a promo code per creator, so every read can be tracked on its own link. Our planning model puts LMNT near 11 to 1 on lifetime value against cost to acquire, though that ratio is our estimate for sizing a budget and it never comes from their books.
The smart play is to go wide to find the few creators who convert, then go deep and keep re-booking that small group, which is exactly the confidence signal repeat bookings give you.
4. What the brands report themselves, and how to read it
Some supplement numbers come from the brands, so treat them as self-reported and weight them lightly. Ritual runs a founder-on-air format across 561 deals and 357 creators, and the brand reports order volume 908 percent above its average in a four-week window.
That is a strong figure, and it is also the brand's own framing with the favorable window picked by the brand. We keep it in a separate block for that reason.
Self-reported wins like Ritual's 908 percent lift are worth noting but never worth leaning on, because the sturdier signals are the ones we can measure from the outside, repeat bookings and tracked links.
5. What it costs, and what to expect
A supplement creator program is priced like any other sponsorship, on reach and repeat rather than a flat rate. A wide top-funnel push costs more in total but finds your converters fast. Re-booking your best creators costs less per video and compounds trust over months. Our cost guide breaks the per-read pricing down by creator size.
What to expect is honest. You get views and repeat bookings you can measure, sales you can attribute with codes and links, and no audited return number, because nobody in this space has one yet. The money math you will see quoted, like LMNT's 11 to 1, is a labeled planning model for sizing a budget, and the brand never reported it as a result.
Reach at this scale is provable while sales stay out of view, so any supplement program needs its own promo codes and links wired in from day one, plus an FTC-compliant disclosure on every single read.
For the fines that come from getting disclosures wrong, see our supplement disclosure rules.
6. Where to go from here
If you sell a supplement and want a roster built and measured this way, that is the gap we close. You bring the product, we find and vet the creators, negotiate the rates, manage the reads, and keep every disclosure FTC-compliant from the first one.
Go deeper on any of this:
- LMNT influencer campaign analysis, the full breakdown of a wide-then-deep supplement roster.
- Sponsored-video breakdowns, good and bad, so you can see what a strong read looks like.
- Influencer campaign breakdowns, more rosters measured from the outside.
- The wider picture across every regulated niche, in our regulated campaign results roundup.
- How the same repeat-booking signal shows up in telehealth and GLP-1 results, and why repeat bookings are the signal worth watching.
Then book a call and we will map what a roster like AG1's or LMNT's would look like for your product.
Frequently asked
Does influencer marketing work for a supplement brand at scale?
Yes. From the outside we can see AG1 at 258M top-funnel views across 327 creators and 714 videos, and LMNT at 214.6M views across 237 videos. Those are view counts, a behavioral proxy, and never audited sales.
Do supplement brands re-book the same creators?
Heavily. LMNT re-used 136 of its 237 videos with repeat creators and booked 160 creators twice or more, and ZBiotics drew 60.9 percent of its deals from creators with five or more reads.
Are these supplement campaign numbers proven ROI?
No. Every view and repeat-booking count is a behavioral proxy from our database of nearly 285,000 sponsored videos. The lifetime-value math, like LMNT's roughly 11 to 1 model, is our labeled planning estimate for sizing a budget, never a figure from the brand's books.