Sarah Maber, Senior Editor at 7C3, on the power of fast, actionable steps to deliver messaging – and trigger lasting change

‘Seven Easy Wins for Your Winter Immunity’: Dr Jenna Macciochi, immunologist (Instagram).

‘Just One Thing’: Dr Michael Mosley, TV doctor (BBC podcast and book).

‘My number one top gut health tip’: Professor Tim Spector, co-founder of personalised nutrition app, Zoe (Instagram).

Broad-stroke health advice that serves no one apart from the creator? Or what we all need – digestible information delivered by scientists and evidence-led writers who seek to show us a path through the daily barrage of new studies, sharing their expertise and improving our health.

I vote for the latter – and so do audiences. In my role as Senior Editor at 7C3, responsible for our health content, I can root this firmly in evidence; content  garners more traction and feedback when the overarching message is clearly stated, and that promise is followed through with actionable steps. And if you’re a health brand wanting to engage – and win over – an audience, it’s worth taking note.

There is immense power in short-form, expert-led messaging; it has the ability to cut through the noise; reach consumers directly and not only promote an idea, book, website or product – but enable your audience to trust the brand, grasp the concept and put it into immediate action, seeing immediate benefits.

This MO find its natural home on Instagram, which many experts and researchers are embracing for its power to unlock key health messages and information, and deliver them to big audiences. See: GP Dr Nighat Arif (@drnighatarif) on ‘Quickfire Questions about the Menopause; immunologist Dr Jenna Macciochi (@dr_jenna_macciochi) on ‘3 Ways Fibre Supports Immune Health’; and journalist and longevity researcher Dan Buettner (@danbuettner) on ‘The Top Three Tips for Living Longer’ (if you’re interested – eat a big breakfast; incorporate beans and legumes; snack on nuts).

There is, of course, a place for longer-form health content – captivating, beautifully written, well-researched and often (but not always) revolving around the writer’s own experience. But these pieces are engaging partly because they appear against the backdrop of shorter pieces by trusted voices, offering stripped-back advice.

‘Every single day we are bombarded with new health studies,’ says Telegraph journalist and nutrition expert Sam Rice. ‘But when there’s too much information, people seek out someone who can translate the noise into simple actions that they can incorporate into their daily lives.

‘It’s not enough to say x nutrient has been shown to have x benefit. What people need to know, in the short time you have their attention, is why, how much they need and how they can get it. Then the reader has a takeaway from that they can put into practice at home. By empowering people to act on the latest health information, you have provided value.’

Dr Michael Mosley, whose ‘Just One Thing’ podcast and book pivot around simple, evidence-backed nuggets of health advice, agrees. ‘A big part of the appeal of Just One thing is its simplicity, and I think that is also what makes it such a great way to turn good intentions into sustainable habits,’ he says.

‘The rationale behind Just One Thing is that you don’t have to do a major overhaul of your life; these are things you can easily build into your routine. Small changes really can yield big benefits in terms of better mood, improved sleep, a sharper brain and reduced disease risk.’

Evidence tells us that long-term behaviour change is built on small, actionable steps that lead to immediate changes in your daily life. If our audiences are to harness the power of these simple changes to transform their lives, then so should we, as marketeers, founders, experts and journalists, be awake to the power of the micro-step, harnessing the power of science-backed advice to gain traction, build trust, and trigger meaningful behaviour change with our audiences.

Want to know more about how we can support your brand with concepts, content and actionable campaigns that reach your target audience? Get in touch with us at hello@seven.co.uk.