Consumer interest in health and wellness has exploded over the past couple of years, and this uplift has allowed brands to reach a much wider audience than ever before. An enormous audience is looking for solutions like yours, and your challenge is reaching them.
Creating a solid health and wellness marketing strategy is essential. Even brands not deeply involved in the health and wellness industry can consider incorporating these types of products into their mix (as many beauty brands have) since many consumers have become more focused on purchasing wellness products. In fact, the global market for wellness products and services will hit 7 trillion dollars by 2025, and a large piece of that market could be yours.
Marketing for health and wellness as a concept is not limited by demographic, and anyone could be your potential customer. Marketing strategies in this industry should be as accessible and far-reaching as possible, just as your products are accessible to everyone. The prospect of a broad social marketing strategy can be daunting; however, we’ve outlined the best practices for marketing in this sector to help you get started.
Start by determining who your top competitors are and observing what they're doing on social media when developing your marketing strategy. Dash Hudson's competitive benchmarking tool automates this process, so you don't have to prepare a spreadsheet. Once you understand what they're doing well, you can craft a perfect marketing strategy that incorporates everything your competitors are doing to win and avoids things that earn low engagement rates. To help you generate some marketing ideas for health and wellness and identify competitors to look out for, we've written about the top wellness brands on Instagram and the best athleisure brands on Instagram.
What do your competitors do successfully? While your marketing strategy shouldn’t be directly lifted from competitors, researching competitors and even conducting a competitive analysis helps inform your strategy by discovering which content resonates with users and helps set benchmarks to measure your own performance and more. This is also a great way to determine what competitors aren’t doing — this can present an untapped content opportunity for your brand.
In the health and wellness industry, education is an important theme. Consumers use social media — and social entertainment platforms in particular — as search engines to learn more about products and share information with friends. Educational content performs well, especially with health and wellness, as many of your potential customers may not even know they need your product until they see your content. Using informational resources such as videos, blogs, podcasts, etc., allows you to give your audience credible information in a fun and interactive way.
Building a social media community around your brand creates a connection between you and your audience, ultimately leading to trust and loyalty. It can be as easy as replying to your followers’ comments, actively replying to DMs, or liking comments. Community management involves a lot of small gestures that ultimately make a huge difference. And Dash Hudson has capabilities to help you with that––take a look at our Community Manager tool.
The health and wellness industry is wide-reaching — that means that what idea works for one niche in the health and wellness industry might not work for others. However, there are a few health and wellness ideas brands can incorporate into their content strategy.
So, what are some health and wellness digital marketing ideas brands can try to include in their content strategy?
Pinterest is the ultimate product discovery platform. Its users have high buying intent, and the only thing brands need to do is ensure that their pins — aka products — are visible enough to be found with the Pinterest algorithm. Content surrounding building healthy habits does well on the platform, and using the right Pinterest Insights will allow you to hone in on what’s resonating with users and identify where to optimize.
A great opportunity to easily and quickly create content is to use Pinterest Shuffles — an app that lets you create your own collages with Pinterest pins. This can be a great way to create moodboards that reflect your brand and spotlight products, and maximize what you can do with your Pinterest content.
Micro-influencers have smaller followings, but Dash Hudson determined that they earn brands much higher engagement rates than macro-influencers. While partnering with macro-influencers has its place, particularly when the goal is to earn as much reach as possible, micro-influencers are better positioned to advocate for your products with authenticity. They benefit from a high level of trust from their niche audience, and in this space, many health and wellness influencers have emerged who specialize in certain aspects of healthy lifestyles, and brands are taking note by including them in their organic influencer strategies. Dash Hudson’s Relationships tool can help you to measure influencer and creator ROI to understand how powerful brand ambassadors and UGC can be for your bottom line.
Practicing social media SEO is a great way to increase your chances of being found not only on search, but on social. Social media SEO is an easy thing to incorporate if you’re not already doing so — essentially, SEO for social media involves optimizing your profile and content to increase your chances of being found, but also, to increase your chances of being suggested to relevant users. Many social media algorithms, like the YouTube algorithm, are more likely to show optimized content. This can differ from platform to platform, but generally, optimizing your profiles and posts involves:
While not every social media trend will apply to your brand, many will — especially if your team is able to think outside the box. For example, let’s look at the ‘Get Ready With Me Trend’ — on its face you might not think a trend will work, but think again. For example, you could partner with an influencer to film a ‘GWRM’ video using your product or to take a fitness class. Think of creative, authentic ways your brand can partake in new industry trends.
For Pride Month, SoulCycle highlights some of their LGBQTIA+ instructors in their ‘Love Lives Here’ series on Instagram Reels — this is a great way to attract new students and reaffirm their brand values to existing users. Their Reels feed is a great mix of promoting classes, instructors, products and some of their facilities around like Globe.
In this example, Love Wellness does a great job of educating their users on the concept of pre, pro and postbiotic — this is a great way to explain how products could benefit the end user instead of waiting for the consumer to find them.
Love Wellness’ TikTok profile is a great mix of TikTok trends, campaigns and behind-the-scenes footage that all aim to spotlight different products from the brand in a way that seems natural, engaging and fun to their users.
Goli Nutrition partnered with @girls to do an ‘on the street’ question and answer style video — while the video didn’t explicitly ask people about Goli Nutrition, they asked users what they’d nickname their gut. This is a great example of a partnership that can help increase reach and attract new users to your content.
Dermalogica is one of the top-performing beauty brands on TikTok, and it accomplished this feat with a strong focus on entertaining education. Its content is meaningful, yet accessible. With TikTok, retention rates drop off quickly, as the format encourages users to scroll until they find something that interests them. Brands like Dermalogica do a great job of making content that starts in a compelling way and conveys a lot of information in a short amount of time.
Ritual is a supplement brand with a number of wellness products, and it earns incredibly high engagement rates through Instagram Reels with its mix of educational content, as well as solutions-oriented product marketing. Instagram is a great channel for fostering a sense of community, as it places a greater emphasis on users following brands, while TikTok is more about discovery.
Dash Hudson has the competitive insights you need to outplay your competition and build a robust social commerce strategy. Your social campaigns will stretch across multiple platforms, and our campaign reporting tools allow you to manage everything from one place — including TikTok and Instagram Reels. Managing your scheduling and social analytics needs in Dash Hudson will save you time, help you surface meaningful insights to elevate your brand, and help you grow your market share in this competitive space.
Wellness marketing comes down to educating audiences about how to uplift their quality of life — the easy part is that audiences are actively searching for the solutions you provide, and the hard part is that wellness is a highly competitive space.
The colossal wellness market will become a 7 trillion dollar industry worldwide by 2025.
The wellness industry is growing significantly as an increasing number of people seek products and services to improve their lives.
The health and wellness brand sector is enormous, and it only grows in size and ad spend as it becomes more competitive.