Influencer marketing intelligence report
What we analysed: 128 brands in the DTC supplements & wellness niche, 144 top creators across Instagram and TikTok, and 100 top niche ad creatives, over a 69-day category window (7 March 2026 to 15 May 2026) and a matching brand window covering Rizz's own feed and Creator Tagged Posts.
Rizz sits in the bottom slice of the niche on every creator metric: rank 120 of 128 by Instagram followers, and rank 99 and 103 of 128 by Creator Tagged Posts (Instagram and TikTok posts where a creator tagged the brand inside the window) and Total Creator Views. The four brands beside it, Lemme, Olly, Goli and Grüns — Rizz's closest twin, greens in a gummy bear — each carry six-figure followings and dozens to hundreds of creator posts. The social footprint and the creator conversation are not close to lined up yet.
The gap is not that Rizz is quiet, it posts about 7 times a week, but that none of that output is being carried by anyone other than Rizz itself, which is exactly what the next section looks at.
We kept looking for the creator conversation around Rizz and could not find one inside the 69-day window. There were no Creator Tagged Posts on Instagram or TikTok in that period. What does exist is just outside it: six unpaid Instagram posts and one TikTok between late October 2025 and 3 March 2026, including a one-gummy-a-day testimonial from @alexxmara that pulled 59.7K views. The earned-mention engine has clearly fired before; it has simply gone quiet.
That makes the read on paid versus organic unusual. With zero paid creator posts and zero organic ones in the window, this is a earned-mention engine sitting idle rather than a programme being run badly. The surprising part is that the content itself looks like creator content. Reading through the brand's own 70 posts, more than eight in ten are filmed as single-person, phone-first UGC, the exact format the category pays creators to produce.
The audience the content reaches for is consistent: health-conscious Gen Z and Millennial women chasing convenient wellness (about 55% of the personas the posts target), then busy Type-A professionals worried about digestion and energy, then internet-culture natives who reward self-deprecating humour. It is a coherent voice. What it lacks is anyone outside the brand carrying it.
Rizz already produces creator-style content and has earned real mentions before, the 59.7K-view testimonial being the clearest, yet across the 69-day window not a single creator tagged the brand. The voice exists; the distribution does not.
| Brand | IG followers | Creator Tagged Posts | Unique creators | Total Creator Views | Strategies detected |
|---|---|---|---|---|---|
| 412 | 0 | 0 | 0 | 0 | |
| 723K | 225 | 200 | 8.1M | 1 | |
| 264K | 63 | 62 | 1.9M | 2 | |
| 553K | 27 | 18 | 84K | 2 | |
| 138K | 136 | 123 | 2M | 1 |
The category's creator giant. Lemme pulled 225 Creator Tagged Posts and 8.1M Total Creator Views in the window, more than any brand in the niche, by feeding its grid with a steady supply of creator video.
A fellow gummy-vitamin brand running two plays at once: creator video for its feed plus a press and brand-trips motion that added 14 Creator Tagged Posts and 1.1M views.
The paid powerhouse with the creator pipeline to match. Goli runs an always-on retainer signal alongside a brand-affiliated creator channel, keeping named voices producing on a repeatable rhythm.
Rizz's closest twin — greens in a gummy bear — and proof the format travels with creators. Grüns leads the niche on the creator collective / volume model, stacking 23 Creator Tagged Posts in that play alone and 136 across the window for 2M Total Creator Views. Same product shape as Rizz, opposite creator footprint.
Eight of the eleven creator strategies tracked in this niche are running on at least one competitor, and Waterboy and Orgain each stack three at once; Rizz is detected on none of them, which is the whole opportunity later in this report.
Start with scale. Across the niche there are 4,699 active ad creatives from 77 advertisers, and only about 11% of all creatives survive past 60 days, in line with the wider industry. The interesting question is what makes that 11%. Among the longest-running creatives, creator-shot UGC is the single most common style at 42%, over-indexing against its 38% share of the full set, and video over-indexes too. The ads that last in this category are filmed by people, not studios.
The same pattern shows up in specific clusters. Four unrelated brands, UGC for paid ads being the common thread, run single-creator testimonial ads that open on a curiosity gap or a price-error hook, each surviving past 60 days. Organic India has one such UGC creative running for 968 days. Theweem keeps three past 430 days. This is durable, compounding creative, not a one-off.
Who is commissioning at volume? Forty-two advertisers run 10 or more live creatives with most refreshed inside the last 30 days, JSHealth at 356 active, Gruns at 334, Goli at 229, several at a 100% fresh-creative pace. They are testing at a cadence only a creator pipeline can feed.
Where does Rizz sit? It has tested 12 ad creatives, and the instinct is right, eight of the twelve were creator-shot UGC. But every one expired inside 10 days and none is live now. The idea is correct; the volume and the persistence are not there yet.
42 advertisers in the category are each running 10+ live creatives with the majority refreshed in the last 30 days. Rizz has tested 12 and currently runs none. The gap is not budget; it is a creator pipeline producing enough variants to test at category cadence.
Across the 69-day brand window Rizz published 70 posts, split 49 videos, 8 carousels and 13 photos or photo slideshows, at about 7 a week. The average post draws 14 likes and the typical post just 3, numbers that read as a small account still finding reach. Underneath those averages, though, there is a clear signal about what the audience actually rewards.
By content pillar, the brand's relatable wellness humour is both the most published (29 posts) and a strong performer at 21 average likes. Its aspirational glow-up content does slightly better per post at 25 likes across 7 posts. The drag is direct product promotion: 17 posts, nearly a quarter of the feed, averaging just 6 likes. The lowest-performing material is also among the most published, and the format split tells the same story even more sharply.
Read these as a creative brief. They are the posts Rizz's own audience rewarded most, and every one is video.
All five of the top posts are video, and across the whole window video averages 18 likes against 3 for carousels and photo slideshows. The pattern is the familiar one for early brands: the lighter, more personal, phone-first formats outrun the polished static ones. The top post at 129 likes is roughly 9 times the typical post in the dominant humour pillar.
The instruction the data is giving the content team is simple: make more video, make less static, and move promotion out of straight product posts and into the relatable and aspirational formats that already work.
Your videos average 18 likes; your static posts, the carousels and photo slideshows, average 3, roughly 6 times fewer. Yet 30% of what you post is still static. Shift that mix toward video and the same effort buys far more reach.
These nine are drawn from the 144 top creators in the DTC supplements & wellness niche over the 69-day window, ranked by Total Creator Views, filtered to a spread of reach tiers and platforms, and every one has already posted about a direct competitor. None has posted about Rizz, so the relationship would start fresh.
Combined, these nine reach 2.7M followers and pulled 21.5M Creator Tagged Post views in the niche over the window. All nine have already posted about a direct competitor, and none has ever posted about Rizz.
Rizz earned zero Creator Tagged Posts in the 69-day window while Lemme compounded over 200 on Instagram alone. No brand in this dataset concentrates creators into retainers, so a focused bench is an open lane.
42 advertisers run 10+ live creatives refreshed at category cadence; Rizz's 12 tests all died inside 10 days. UGC over-indexes among ads that survive 60+ days, the single most durable style in the category.
Six brands in this dataset feed their own grid with commissioned UGC; Rizz fills it in-house and tops out near 7 likes a post. Video already outperforms Rizz's static posts about 6 times, so creator video is the obvious next input.
Five brands in this dataset run affiliate or commission programmes to scale creator volume without per-post fees. Rizz sells on its own site and on Amazon, both of which natively support trackable affiliate links.
Seven brands in this dataset run long-term ambassadors, and the multi-play operators Waterboy and Orgain both lead with it. Rizz's one strong earned mention at 59.7K views proves a single committed creator can move real reach.
Rizz has earned mentions before, six unpaid Instagram posts just outside this window, so seeding clearly converts. Earned Organic Mentions is a detected play for three brands in this dataset; a structured gifting motion would restart Rizz's dormant engine.
We built this report because Rizz's creator data is genuinely interesting, a brand already producing creator-style content with almost no creators attached, and we wanted to share what we found. If any of this is useful or you'd like the full creator list behind the numbers, happy to send it over.
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