In partnership with
Jamie Koll is the founder of Girls Who Eat, a digital-media business making clean eating and non-toxic living accessible. She helps a community of more than 450,000 make informed choices through carefully vetted product recommendations and practical guidance for healthier living.
TAKEAWAYS
For Brand Partnerships, Build Mutual Trust First
Understanding that health and wellness products often come at a higher price point is critical for us. Practically, this means our audience needs time to understand why a product is worth choosing over less expensive alternatives.
This translates into a partnership strategy focused on:
Building long-term relationships. Think in months, not posts. We consistently see the strongest results from partners who invest in working with us for 6 to 12 months.
Building brand awareness before expecting conversions. We’re not afraid to steer the conversation when we believe a different approach will deliver stronger results, even if that means prioritizing awareness and trust before driving sales.
For example, a partnership designed to build brand awareness requires a very different approach from one aimed primarily at driving conversions and sales. Each goal calls for a different type of content. Some brands perform best through a newsletter or Substack feature, while others resonate more through Instagram Stories or saveable in-feed posts.
Working with Influencers
On the influencer side, brands should let creators lead the content development process because they know their audience best.
Asking every creator to follow the same formula often feels overly scripted and sales-focused.
Authenticity starts with choosing the right partners: work with brands that align with your values and be willing to turn down opportunities that don’t. Your audience knows when a partnership is genuine.
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