TikTok is not just another social media platform—it’s the future of marketing, and your health and wellness brand should be on it. This is your chance to reach a vast audience quickly. What sets TikTok apart? Creativity and authenticity – which align perfectly with health and wellness values. In this article, we’ll explore why your brand needs a TikTok marketing strategy, providing examples, trends, and proven tactics. Stick around for insights that could transform how you reach your next customer.
Why TikTok Marketing is Crucial for Health & Wellness Brands
Expansive Reach and Active User Base
TikTok is among the largest social media platforms today, offering unique growth opportunities. The app boasts almost 1.6 billion active users each month, and the average user opens the app around eight times every day! This makes it an excellent platform for reaching diverse audiences quickly.
According to SocialPilot, as of April 2024, TikTok was most used by adults aged 18-24 (36.2%), followed by 25-34 (33.9%) and 35-44 (15.8%). Its global and multi-generational user base means brands can connect with people in their teens and older generations interested in health trends.
Creativity and Authenticity in Content
TikTok is all about creativity and authenticity, making it a perfect match for health and wellness brands. Unlike traditional platforms dominated by polished posts, TikTok thrives on originality, encouraging brands to showcase genuine content. When users feel like they’re engaging with something real and relatable, they’re likely to form a positive association with the brand.
Take Lol Darby, Online Coach and founder of Team Embodiment, as an example. Her TikTok content is the epitome of authenticity. In the below video, she films a casual Saturday night in her kitchen, wearing pyjamas, while sharing a healthier “fakeaway” meal alternative to takeaway food. This relaxed, relatable approach makes her content feel like a friendly, non-intimidating conversation.
Authenticity is a core value in health and wellness. Brands can use TikTok to build trust by sharing genuine and informative stories. Whether it’s through behind-the-scenes videos of product development, a daily vlog or customer testimonials, TikTok offers brands various ways to connect emotionally with their audience. Creative storytelling techniques allow brands to communicate information effectively, moving beyond simple advertising to meaningful engagement.
Bridging the Gap: Why Brands Choose TikTok
Many brands are integrating TikTok marketing into their strategy because of its ability to drive brand awareness and engagement. Unlike traditional platforms, TikTok appeals mainly to a younger audience—people often looking for new ideas and inspiration. The platform’s reach, combined with its innovative content format, makes it an attractive choice.
For many brands, creating a presence on TikTok means accessing new markets. It goes beyond simple advertising. The interactive nature of TikTok allows brands to engage with users more meaningfully. This shift from passive consumption to active engagement encourages long-term customer relationships.
Proven TikTok Marketing Tactics for Wellness Brands
1. Focus on Educational Content
Provide Value Through Information
Setting your wellness brand apart on TikTok starts with sharing educational content that resonates. People on the platform are drawn to short yet impactful tips, much like the videos from Tonic Health. Their content is concise, highly informative, and engaging—offering real value to viewers.
So, where do you start? Begin by identifying core topics related to your products and expertise. For a fitness brand, content could centre around short exercise routines, nutrition advice, or wellness tips.
How to Get on the ‘For You’ Page
The ‘For You’ page is where the magic happens! TikTok’s algorithm constantly tracks what users like and interact with. To make sure your content gets noticed, it needs to be engaging from the start. Think strong hooks, short videos, and getting to the point quickly. The idea is to grab attention quickly and keep people watching until the very end.
2. Engage Through Challenges and Trends
Create and Participate in Challenges
Challenges can explode in popularity. Creating or participating in a challenge can engage users and enhance brand visibility. Like PureGym participating in the ‘Spell your name’ challenge.
If you’re creating your own challenge, make sure it is easy to follow and related to your brand. You can tie it to health and wellness goals, like a hydration challenge or a meditation routine. When you initiate a challenge, promote it using a branded hashtag.
Use Popular Hashtags and Music
Using popular hashtags and trending music can push your content far. Trends can be unpredictable, so staying on top of what’s currently popular can benefit your brand significantly. If a song or hashtag aligns with your message, incorporate it. It could increase your content’s chances of being discovered.
Stay Updated on Trends
Monitor ongoing trends actively. TikTok thrives on being up to the minute, so content should align with what’s hot at the moment – and you need to jump on these TikTok trends quickly before they become irrelevant. This could be a dance, meme, or new discovery. Embrace spontaneity to remain relevant. Use tools like TikTok Trends or Creator Search Insights to help find trends or content gaps in your TikTok marketing strategy.
3. Utilise TikTok’s Ad Formats
Experiment with In-Feed and TopView Ads
In-Feed Ads can include clickable links directing traffic to your website or TikTok Shop, offering potential sales boosts. They also blend well with content generated by users. TopView Ads appear when a user opens TikTok, which is ideal for making an immediate impact. They often enjoy higher engagement, suitable for big announcements or new launches.
Make Ads Organic
Successful ads don’t need to resemble traditional advertisements—they should feel like organic content. Aim for a style that blends in with content in the community, keeping ads both engaging and authentic. People prefer content that blends naturally into their experience without disrupting it. The key to success? Short, sharp, and real.
Take MyProtein’s TikTok ad as an example: it seamlessly integrates with other content, starting with a hook about protein intake, a trendy topic in health and wellness. At first glance, viewers would be unaware this is an AD for My Protein. The video goes on to demonstrate how to use the product while providing helpful information about the product. Plus, with a direct link to their TikTok Shop, viewers can easily transition from watching to purchasing – Perfect!
Track Performance Metrics
Track and analyse your ad performance regularly. Metrics like engagement rates, clicks, and shares help determine success. Use this data to adjust strategies promptly, keeping campaigns sharp and effective over time.
TikTok’s Potential for Health & Wellness Brands
So, are you convinced that your wellness brand needs a well-thought-out TikTok marketing strategy? This platform is more than just a social network; it’s a vibrant community where your health and wellness brand has a chance to be noticed. By embracing challenges, sharing valuable tips, and collaborating with other creators, you can create content that resonates and inspires. Don’t just observe the trends—be part of them! Your audience is waiting for authentic voices like yours.
What aspect of TikTok will your brand try first—challenges, educational content, memes or perhaps a collaboration?
Recommended reads:
The Easiest Way to Master TikTok in 7 Steps
Enhance Your Health and Wellness Campaigns with Seasonal Marketing
