The Wellness Industry Social Media Benchmarks
The Social Media Benchmarks for Wellness Brands To Maximize ROI
Download the Benchmarks
To win in today’s social media landscape, wellness brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, wellness brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
In Dash Hudson’s latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to wellness brands’ social strategies and learn how leading brands are staying ahead of the competition.
Wellness Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
14.6%
0.8%
Youtube
1.1%
* Follower growth rate data taken from the 2024 Wellness Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a wellness brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the Wellness industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.
Wellness Industry Highlights From Leading Brands
The wellness industry experiences notable growth across social media, with Instagram, TikTok and YouTube showcasing varying levels of engagement and audience resonance. Opportunities to refine content strategies present a path to even greater success.
Whoop
Whoop succeeds in TikTok engagement by connecting with the platform’s fitness and wellness enthusiasts, building a fun community around its brand.
Whoop outperforms the average engagement rate for wellness brands by +151.5%.
Normal
Normal uses Instagram to speak to its audience in a hyper-relatable fashion, using humor and memes along with informative content to engage. This approach to content establishes Normal as a brand that users love to engage with, whether they use Instagram for entertainment or education.
Normal outperforms the average engagement rate for wellness brands by +400%.
Thorne
Thorne uses YouTube to share short ad spots around nutrition advice and the science behind its supplements. Its strategy resonates with YouTube viewers, who seek reliable, relatable and in-depth information on wellness.
Thorne outperforms the average video views for wellness brands by +2,639.7%.
In This Health and Wellness Industry Benchmark Report You’ll Learn:
- The potential for the wellness industry on Instagram to increase engagement and entertainment value by tailoring content more effectively.
- The significance of TikTok as the fastest-growing platform for wellness, highlighting the need for optimized content strategies to match audience interest.
- How content on YouTube resonates with the wellness audience, supported by strong viewer retention rates, emphasizing the appeal of in-depth, value-driven content.
- Strategies for leveraging platform strengths and audience insights to amplify reach, engagement, and overall social media impact in the wellness industry.
Dash Hudson pulled a sample of global and international companies across TikTok (n=1,073), Instagram (n=2,965), and YouTube (n=685), analyzing their activity between Jul 1, 2023 – Dec 31, 2023, to determine average performance against a predetermined set of KPIs. We have included handles with a minimum of 1K followers.