Health and Wellness Marketing for Brands

John Beaton
December 5, 2022
Last Updated On
Health and wellness marketing

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.

Health and Wellness Marketing Strategies

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.

Determine Your Competitors

Start by determining who your top competitors are and observing what they're doing on social media when developing your health and wellness 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.

Educate Your Audience

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.

Use Pinterest

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 products are visible enough to be found. Content surrounding building healthy habits does well on the platform, and using the right Pinterest insights will allow you to home in on what’s resonating with users and identify where to optimize.

Collaborate With Micro-Influencers 

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.

Build a Community

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.

Examples of Successful Health and Wellness Brands and Their Strategies


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.

Dermalogica tiktok


Starface leads with its clever branded product, which is easily identifiable and lends itself well to anthropomorphism in POV skits and voiceovers. While many brands shy away from product shots on TikTok, Starface was made for Gen Z tastes, and the brand proves that the missing ingredient for product-focused brands on TikTok is simply a sense of humor and fun.

starface tiktok


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.

Ritual reel

Build a Health and Wellness Marketing Strategy With Dash Hudson

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.


How do you market wellness?

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.

How big is the wellness market?

The colossal wellness market will become a 7 trillion dollar industry worldwide by 2025.

Is the wellness industry growing?

The wellness industry is growing significantly as an increasing number of people seek products and services to improve their lives.

How much do health and wellness brands spend on marketing?

The health and wellness brand sector is enormous, and it only grows in size and ad spend as it becomes more competitive.

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