Wellness Brands Winning Big on Social Media

In the rapidly evolving landscape of consumer preferences and lifestyle choices, more people are focusing on health and wellness as they seek more health benefits and improve their well-being. That said, brands are implementing more strategic marketing efforts to promote products and services that contribute to a healthier lifestyle. The health and wellness market is becoming significantly more competitive. Therefore, staying up-to-date on competitive strategies is essential for brands’ success —  by doing so, brands can strategically position themselves and tailor their offerings to meet consumer needs while staying at the forefront of industry trends.

Top Wellness Brands on Instagram

Instagram has become a powerful platform for health and wellness brands to connect with a global audience. The platform’s emphasis on visuals provides a canvas for these brands to showcase their products or services, share inspiring content, and engage with their community. From fashion to nutrition, the platform hosts a variety of top health and wellness brands that have successfully harnessed content marketing to promote a healthy lifestyle while leveraging Instagram’s features, like visually appealing images in carousel posts and interactive Stories to convey their message effectively. Instagram’s platform allows brands to build a community and provide valuable content that resonates with their audience.

Ritual (@ritual)

• Followers: 366K 

Ritual is a subscription-based supplement company that offers a variety of products, from multivitamins to protein powders, while placing emphasis on the implementation of high-quality ingredients. The brand’s ethos of transparency and traceability permeates throughout its social content and has garnered major support since launching on Instagram in 2016. Ritual uses Boards to create and organize a combination of entertaining, humorous content like trending memes and informative content like parental leave to resonate and keep their followers engaged. Ritual intersperses these posts with product and brand information with a bright, colorful palette.

Liquid IV (@liquidiv)

• Followers: 437K 

Liquid IV is an electrolyte drink mix brand that uses a proprietary system called the ‘hydration multiplier’ which sends water and nutrients through the bloodstream quicker than water alone. They have found fun, creative ways to showcase their brand and its benefits on Instagram through the creation of recipes and collaborations with influencers to promote their brand. Liquid IV incorporates a fairly consistent color scheme throughout its feed. They share a blend of educational content relating to hydration while maintaining a lighthearted feed featuring recipes and influencer collaborations. 

Nutrafol (@nutrafol)

• Followers: 313K 

Nutrafol is the #1 dermatologist-recommended hair growth supplement. Their products are 100% drug-free and include their clinically proven patented technology for thicker hair. They are one of the top wellness brands on Instagram for a reason — Nutrafol engages with their audience with educational content surrounding hair loss and overall hair health, using an empathetic approach to hair loss information and before and after photos. 

Perele Health (@perelelhealth)

• Followers: 61.2K  

Perle Health started in 2018 when two pregnant women became frustrated with their prenatal vitamins. Both women decided to dig deeper and create Perle Health, where they pulled together a team of doctors and practitioners in women’s health to create OB/GYN-founded vitamins for every stage of your hormonal life — not just pregnancy. Perele Health leverages Instagram to engage with its audience through informative posts, customer reviews, experiences and user-generated content. Their Instagram feed features a blend of infographics and education surrounding hormones, maternity and vitamins, with a natural color palette.

Ro.Co (@ro.co)

• Followers: 17.6K  

Ro.Co is a healthcare company designed to help individuals meet their health goals. They connect patients with US-licensed healthcare professionals online to diagnose, prescribe and deliver treatments to customers from the comfort of their homes. Many of of Ro.Co’s Instagram posts focus on informative infographics that spark their audience’s attention. They also use Instagram Reels to showcase client reviews and informational videos to keep users engaged. 

Patchology (@patchology) 

• Followers: 67.6K  

Patchology is a skincare company that puts a significant emphasis on self-care, evident from their Instagram bio ‘Skincare that inspires self-care’. They emphasize using high-quality, clean ingredients and their proprietary Hydrosurge5™ technology, found in their eye gels and masks that offer 5-minute results. Patchology’s Instagram hooks users with enticing product close-ups and influencer UGC

JS Health Vitamins (@jshealthvitamins)

• Followers: 433K  

Australian company JS Health Vitamins creates targeted formulas for science-focused wellness and beauty. They offer vitamins for various health concerns, from bloating to metabolism. Their Instagram content ranges from infographics to customer testimonials that showcase the benefits of their products. They bring further attention to their products with their ‘Highlights’ section, where users can dive into more details of their product ranges. 

Zenwise Health (@zenwisehealth)

• Followers: 14.9K  

Zenwise Health is a company that specializes in providing a variety of dietary supplements and wellness products. They offer a range of supplements targeting different health and wellness goals, including digestive health, joint support, immune support, and more. Zenwise Health’s Instagram emphasizes Reels and creating fun content that taps into Instagram trends and memes. 

Wonderbelly (@itswonderbelly)

• Followers: 14.9K  

Wonderbelly Antacid™ is a medication designed to combat heartburn, acid indigestion and sour stomach. It contains the same potent active ingredient found in many leading brands while incorporating Clean Label Certified, Vegan and NON-GMO Verified inactive ingredients. Their Instagram is very light-hearted and fun, with a fun bright color pallet. They find fun, creative ways to post and engage their audiences through posts like ‘two truths and a lie’ and giveaways.

Prevention (@preventionmag)

• Followers: 126K  

Prevention Magazine is a health and wellness publication that provides information and advice on various aspects of healthy living. They cover topics like fitness, nutrition, mental health, disease prevention and general well-being. They strive to empower readers to make informed decisions about their health and lifestyle. Their Instagram portrays recipes, inspirational quotes and celebrities featured in their magazine and website.

Top Wellness Brands on TikTok

TikTok has become a popular platform for health and wellness content amongst brands and influencers promoting physical and mental well-being. From fitness routines and nutritional advice to mindfulness practices, brands leverage TikTok’s dynamic format to engage and educate users on the latest trends in health. Users can explore a diverse range of content, making TikTok a vibrant space for discovering and embracing holistic approaches to health.

AGI (@drinkag1)

• Followers: 73.6K  

Athletic Greens is a nutrition brand that offers a comprehensive all-in-one nutritional supplement called ‘Athletic Greens Ultimate Daily.’ This supplement is commonly known as AG1, which is designed to provide a combination of vitamins, minerals. probiotics, antioxidants and other essential nutrients to support overall health and well-being. Athletic Green’s TikTok often shares wellness tips, nutritious recipes incorporating their products, and customer feedback on their products. 

Bloom (@bloomnu)

• Followers: 4704.7K  

Bloom Nutrition produces a range of health and wellness products. They are notorious for their various supplements, including protein powders, collagen products and more that are often promoted by a range of influencers. One of the main themes on their TikTok account is the publication of funny, relatable trends by putting their spin on them. They also showcase the work-life of staff in their company and how they incorporate Bloom into their day-to-day lives.

SolaWave (@solawave)

• Followers: 9K  

SolaWave is a brand that produces skincare devices designed for at-home use. Their flagship product is the SolaWave Wand, a handheld beauty device that combines red LED light therapy, microcurrent technology and therapeutic warmth. These features promote collagen production, reduce inflammation, and improve overall skin health — SolaWave’s TikTok profile shares skincare tips, plus skincare tutorials incorporating their products. 

Beekeeper’s Naturals (@beekeepers_naturals)

• Followers: 39.3K  

Beekeeper’s Naturals is a health and wellness brand that focuses on creating products derived from bee-related ingredients, particularly bee propolis, a substance bees collect from tree buds and use to seal and protect their hives. Beekeeper’s Naturals offers a range of products, from throat sprays, honey and other bee-powered health supplements that are thought to have potential immune-boosting and health-supporting properties. Many of their TikToks are educational on their products and their benefits. 

Top Wellness Brands on YouTube 

YouTube serves as a prominent platform for health and wellness content, featuring a diverse array of top brands catering to audiences seeking fitness, nutrition and overall well-being guidance. These brands leverage YouTube's expansive reach to provide engaging and informative content, ranging from workout routines and healthy recipes to mindfulness practices. Renowned health and wellness brands on YouTube often collaborate with experts, influencers, and fitness professionals to share evidence-based advice, making the platform a hub for accessible and comprehensive health information. Users can explore a wealth of content tailored to various health goals, fostering a dynamic community that promotes holistic well-being.

Alo Yoga (@Aloyoga)

• Subscribers: 489K 

Alo Yoga is a well-known yoga and activewear brand, recognized for its stylish and high-quality yoga and fitness apparel. The brand is also associated with a healthy and active lifestyle, which aligns with the wellness and fitness community. Their YouTube channel consists of videos introducing new apparel and lines, like their first-ever sneaker launch, plus athlete podcasts and different wellness series. 

Alo Yoga’s top post is their collaboration with actress and BLACKPINK member Jisoo — BLACKPINK has an enormous fan base, with Jisoo having the second-most Instagram followers of all South Korean celebrities at 73.58 million followers. With this collaboration, Alo can tap into Jisoo’s enormous reach. The video also uses a mix of English and Korean with English and Korean subtitles to appeal to a global audience.

Thrive Market (@ThriveMarket) 

• Subscribers: 78K 

Thrive Market is an online membership-based marketplace that provides healthy and sustainable products. The platform offers various organic, non-GMO, and natural products, including groceries, beauty and personal care items, household products, and more. Thrive Market operates on a membership model, where users pay an annual fee to access discounted prices on various health-conscious and eco-friendly products. The platform aims to make healthy living more accessible and affordable by offering a curated selection of products at lower prices than traditional retail outlets. Thrive Market’s YouTube channel primarily showcases healthy recipe ideas and how to cook them. Their videos also introduce members in need who receive free memberships from the company to be able to help them access affordable, organic groceries, cleaning supplies, personal care products and more. 

Thrive Market’s top-performing post taps into their brand culture, by sharing one of their employee's favorite food memories — in this example, Thrive Market’s Director of Branded Food Merchandising, James, shares a favorite holiday dish from childhood. 

Orgain (@DrinkOrgain) 

• Subscribers: 4.95K 

Andrew Abraham, a physician and cancer survivor, founded Orgain to create clean and high-quality nutritional products. Orgain is a health and wellness brand that specializes in providing a range of organic and nutritional products, mainly focused on protein shakes and powders. The principal content on Orgain’s YouTube channel is podcast episodes, which you can listen to and learn more about health and wellness through various health experts. 

Orgain’s top-performing post indicates their users’ interest in the health industry, which includes testimonials from healthcare professionals about Orgain’s ambassador program. 

Dr. Whitney Bowe Beauty (@DrWhitneyBowe)

• Subscribers: 63.7K 

Dr. Whitney Bowe is a board-certified dermatologist and research scientist known for her skincare expertise, which led her to create her own brand  ‘Dr. Whitney Bowe Beauty’. Her YouTube channel primarily focuses on informative and educational video content, where users can learn how to take care of their skin and discover Dr. Bowe’s do’s and don'ts for skin care. Many of her video covers will ask a question. Choosing this type if YouTube video thumbnail captures user’s attention and interest.

Dr. Whitney Bowe’s top-performing post is a perfect blend of skincare and health-related content, which shows a delicious recipe for a ‘superfood’ salad. 

My Fitness Pal (@myfitnesspal) 

• Subscribers: 15.7K 

The sportswear company Under Armour owns My Fitness Pal. My Fitness Pal is an app designed to help individuals track their food intake, exercise and overall health and wellness goals. There are various features like calorie tracking, nutritional information for foods, built-in workouts and the ability to log several types of physical activity. My Fitness Pal’s YouTube channel offers app tutorials, customer testimonials and results from using the application. Another common focus of their YouTube channel is educational content on health and well-being, like the difference between macros and calories. 

My Fitness Pal’s top-performing post is an oatmeal recipe shared for National Oatmeal Day — they use hashtags like #healthyrecipes and #wieiad to both increase their reach and incorporate a question in their caption to encourage user engagement. 

Women’s Health Mag (@womenshealthmag)

• Subscribers: 180K 

Women’s Health Mag is a well-known publication focusing on women's well-being, fitness, and lifestyle. It covers a wide range of topics, including health, nutrition, fitness, beauty, and mental well-being. Women's Health aims to provide women with information and advice to help them make informed decisions about their health and lead a balanced and active lifestyle. Their YouTube videos typically focus on various content related to women's health, fitness, nutrition, beauty, and lifestyle. The channel often features workout routines, exercise tips, healthy recipes, interviews with health and wellness experts, and discussions on topics relevant to women's well-being with star guests.

Women’s Health Magazine’s top-performing post is an interview with the popular WWE duo, twins Nikki and Brie, where they break down their fitness routine since leaving the WWE, their favorite snacks and more. 

Melissa Wood Health (@MelissaWoodHealth) 

Melissa Wood Health is a health and wellness platform founded by Melissa Wood-Tepperberg, a fitness instructor and wellness coach. Melissa is known for her holistic approach to health, which focuses on mindful movement, bodyweight exercises and overall well-being. The platform offers online workout programs, including pilates-inspired routines and yoga flows, designed to help individuals build strength, flexibility and mindfulness. The platform also provides content related to nutrition, mental health and lifestyle, aiming to support a holistic and balanced approach to wellness. Melissa Wood-Tepperberg, the founder of Melissa Wood Health, uploads fitness videos that aim to help individuals build strength, flexibility, and mindfulness. 

Melissa Wood Health’s top-performing post is a quick, 35-second YouTube Short that serves to inspire others. 

Monitor Social Wellness With Dash Hudson

Brands can use Dash Hudson to learn more about how their social media accounts perform on socials. Dash Hudson's Social Analytics feature allows brands to track the performance of their social media content across various platforms, including Instagram, Facebook, Twitter, and TikTok. Brands can analyze key metrics such as engagement, reach, and follower growth. This data helps brands understand which types of content resonate best with their audience and contribute to their overall social media strategy. With Social Analytics, brands can gain insights into the performance of individual posts, helping them identify top-performing content and refine their future content strategy.

Dash Hudson provides a Competitive Benchmarking feature that allows brands to compare their social media performance against competitors in their industry. This feature can help brands understand how they stack up against others regarding engagement, follower growth, and content effectiveness. By analyzing competitive benchmarks, brands can identify opportunities for improvement and refine their social media strategy to stay competitive in the health and wellness market.

Social Listening is a valuable feature that enables brands to monitor and analyze conversations related to their brand, industry, or specific keywords. Brands in the health and wellness sector can use Social Listening to understand trends, gather feedback, and identify opportunities for engagement. By listening to social media conversations, brands can tailor their marketing strategies based on real-time insights and audience sentiments.

Lastly, Dash Hudson allows brands to compare performance across social media platforms. This feature is crucial for health and wellness brands looking to determine which platforms are most conducive to their marketing efforts. By analyzing engagement, audience demographics, and other metrics on each platform, brands can allocate resources to the platforms that resonate most with their target audience.

‍FAQs

What is a wellness brand? 

A wellness brand is a business or product line that promotes overall well-being and a holistic approach to health. These brands typically offer products, services or experiences that enhance various aspects of an individual's physical, mental, or emotional health. Wellness brands often emphasize a balanced and healthy lifestyle, encompassing nutrition, fitness, mental health, self-care and mindfulness.

How do you build awareness for a wellness brand?  

Building awareness for a wellness brand involves a strategic approach that considers the unique characteristics of the brand and its target audience. A few of these characteristics can be: 

• Leverage Social Media
• Create Compelling Content
• Optimize your Website for SEO
• Secure Media Coverage
• Invest in Paid Advertising
• Offer Free Resources