HEALTH AND WELLNESS ON TIKTOK
As TikTok usage skyrocketed during quarantine, more and more users began looking to the app for tips on maintaining a healthy and happy lifestyle. Whether through workout tutorials, step-by-step recipes, or self-care tips, TikTok’s health and wellness space has evolved into a welcoming community of creators, with a lot of opportunities for brands. We’ve done a deep-dive into health and wellness on TikTok and collected some tips to help your brand navigate this space and find its niche.
Creators Own the Space
A wide variety of creators have pioneered this space, from gymnasts to yogis to kombucha brewers. They embody what it means to be healthy and joyful! And they’ve created a big community that brands can enter.
With that being said, we recommend leveraging the creator community when launching your brand channel to quickly grow your channel’s visibility and community. Activating familiar faces gives your brand the added credibility it needs to stand out on TikTok, all the while humanizing your marketing efforts. Here are some of our favorite health and wellness creators that have worked with the likes of Gymshark, Beats by Dre, and more:
Abide By Regulations, but Make it Fun
If you’re deep within the health and wellness community, you probably know a thing or two about regulations around marketing messaging. The good news is it’s still possible to make a splash on TikTok.
Participating in TikTok trends is one way to align with these constraints while still having fun and engaging your audience! Creating content that leverages trending sounds, effects, and formats will help your brand break away from the traditional legal-compliant marketing techniques, in a way that’s native to the TikTok platform.
Brands That Found their Niche
If you still aren’t sure where to begin, take a look at what’s already being done. There are a few brands in the space that have hit the ground running on TikTok.
Ritual’s TikTok channel is stocked full of recognizable voiceovers and trends that are native to the app, helping the brand build relevance among its digital consumers. Along with its trendier content, Ritual also sets out to educate its viewers on what is inside a Ritual vitamin and why it’s beneficial.
Hers also strikes a healthy balance between lifestyle and educational content on its brand channel. For instance, Hers creates TikToks that focus solely on the product and it’s ingredients, while also including videos with eye-catching transitions and skincare tips.
Hers’ partner brand, Hims, focuses less on product knowledge and instead, creates engaging content that centers around “Day in the Life” videos, healthy recipes, and ASMR/oddly satisfying storytelling.
To level up your familiarity with health and wellness on TikTok, check out these popular hashtags that are jam-packed with content sure to inspire your brand’s next move on TikTok:
And to strengthen your general familiarity with TikTok, be sure to check out Movers+Shakers’ upcoming webinars!
