Context: Choosing Collaborators
When I first started working in creator marketing for ergonomic chairs, I searched online for “ergonomic chair” and was surprised by the variety of content creators discussing the same product.
Lifestyle, desk setup, and photography creators focused on comfort and creating visually appealing workspaces. Tech reviewers emphasized top-tier specifications and advanced features. Office workers and gamers shared personal stories about long working hours and design preferences.
At first glance, this diversity seemed promising, so naturally, we began collaborating with different types of creators, believing that broad exposure would help us understand what content users truly trust.
The Real Problem Behind Shallow Feedback
After collaborating with a large number of creators, we noticed a pattern. Most of the feedback focused on superficial aspects—appearance, price, or first impressions. Very few creators addressed the long-term use, ergonomic performance, or health impact of our product. More importantly, few were able to genuinely influence purchasing decisions.
Our product is an ergonomic chair, and our goal is to promote “health as a companion,” starting with the chair, to encourage more sustainable and healthy office habits. But the exposure issues revealed a gap between the content creators were producing and what users needed to make informed, health-conscious choices.
We were left with a critical question: What type of content do users truly trust when it comes to long-term health?
Industry Norms Overlooking Health
Across the industry, many brands spend significant resources collaborating with high-traffic tech reviewers or visually impressive content creators, following a well-established template: “unboxing, assembly, first impressions, feature overview, discount codes, and a quick conclusion.” Some others focus on placing ergonomic chairs in popular environments to increase exposure, even when those environments don’t reflect the true ergonomic or health benefits.
While these methods may increase visibility, they rarely help users assess whether a chair truly supports long-term health.
Our Shift Towards Health-Focused Partnerships
At first, we prioritized reach, but experience showed us that just having exposure wasn’t enough to demonstrate the true ergonomic value of our product. Standardized review content often resembled instruction manuals rather than meaningful evaluations of health and comfort. We adjusted our approach in two key ways:
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We prioritized creators who would continue using the chair after the review, letting real experience and time speak for themselves.
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Despite the difficulty, we focused on collaborating with health-focused creators—physiotherapists, doctors, wellness professionals.
We adopted a “no-script” approach, without forcing positivity or requiring a review video. If the chair wasn’t suitable, we allowed a full return.
Instead of asking loud voices to speak for us, we listened to those who genuinely needed ergonomic support and had the professional knowledge to evaluate it. This wasn’t a one-off marketing effort. It was a long-term commitment to healthier office habits, starting with the chair.
What We Started Hearing Instead from Genuine User Responses
User Perception: Users shifted their focus from price and first impressions to long-term ergonomic benefits and health impact. Feedback increasingly reflected concerns about posture, comfort, and health.
Conversion Performance: Conversion rates improved significantly, especially for health-focused content. Long-term usage content consistently outperformed high-traffic, short-term reviews in driving actual purchasing decisions.
Brand Awareness: More users began saying, “I know this brand” or “I’ve seen this chair recommended for health reasons.”
Our Judgment on Trust
We realized that creator marketing shouldn’t be about pushing products—it should be about shaping awareness and habits.
Users don’t trust a specific creator category. They trust long-term thinking, real experience, and people who genuinely understand their needs and pain points.
When it comes to our ergonomic chairs, users aren’t just buying furniture; they’re investing in their long-term health. Only content and brands that respect this—and focus on genuine health value—can earn trust and long-term loyalty.
