Wellness brands assemble. Whether you’re selling supplements, sound baths, or self-love, your brand deserves content that actually works harder than a green juice on a Monday morning. It’s not just about looking good on the ‘Gram; it’s about wellness content creation that drives awareness, sparks engagement, and delivers ROI.
Let’s break down how to create wellness content in a fresh, not forced way.
How to Create Wellness Content Effectively
Understand Your Audience (Because “everyone who breathes” isn’t a strategy)
Before you start scheduling full moon ritual reels or chakra-alignment carousels, you must know precisely who you’re talking to. Audience research is the foundation of any great wellness content creation strategy.
Are you speaking to stressed-out startup founders needing a way to lower their cortisol levels? Or peri-menopausal yoga lovers looking for hormone-balancing supplements? You need to get specific.
Start by identifying the key demographics your brand speaks to, then dig into the wellness issues that keep them up at night — from gut health and sleep to mindfulness and magnesium. When you create content that speaks to your audience’s real-life needs, they’ll stop scrolling and start paying attention.
Focus on Authentic Storytelling
Forget airbrushed perfection. Today’s audiences crave something that feels real. In wellness content creation, that means honesty, vulnerability, and lived experience.
Don’t be afraid to share your founder’s journey, feature your customers’ wins, or show behind-the-scenes struggles. Wellness is messy, human, and evolving; your content should reflect that.
Want more trust? Add case studies, video testimonials, or UGC (user-generated content) from your community. Transparency isn’t just good for the algorithm. It builds long-term loyalty.
Engage Through Video Content
It’s 2025. If your wellness content isn’t moving, it’s losing momentum. Attention spans are short, and video is still king.
Short-form videos are the MVP of wellness content creation right now. Think TikToks, Reels, and YouTube Shorts under 60 seconds. Use them to share quick how-tos, myth-busting tips, and day-in-the-life moments from your team or customers. This type of content encourages people to like, save and tag their friends.
Hosting live streams is another powerful tactic. Go live for a guided breathwork session, wellness Q&A, or new product launch. And don’t underestimate the power of a video series. People love a series! Think “Wellness Myths Busted” or “Morning Routines That Actually Work.”
When video content feels accessible and real, your audience keeps coming back for more.
Leverage Interactive Formats
Passive consumption is so last year. If you want to build genuine engagement through wellness content creation, make your audience part of the process.
Interactive content creates two-way conversations. Use quizzes to help users discover their wellness archetype or ideal supplement stack. Run polls to vote on upcoming product names or next topics to cover. Use Instagram’s interactive story stickers (sliders, Q&A boxes, and “tap to reveal” tricks) to drive engagement and signal the algorithm that your content is worth showing.
These formats don’t just look fun; they drive valuable feedback and boost reach.
Wellness Content Creation Trends to Watch in 2025
So what’s trending this year?
- Micro-content is massive – Bite-sized videos, snackable tips, and quick facts are thriving across TikTok, Reels, and even LinkedIn.
- Pinterest is back – Think wellness planners, vision boards, recipe inspo, and aesthetically pleasing routines — perfect for repurposing evergreen content.
- TikTok still rewards realness – Behind-the-scenes moments, product demos, collabs with creators, and unpolished “day-in-the-life” content continue to gain traction.
- Instagram loves narrative – Use carousels for step-by-step routines, Reels for reach, and Stories for connection. It’s a triple-threat platform when used right.
- Facebook = community, not clout – Private groups and wellness communities are ideal for ongoing conversations, content feedback, and customer loyalty.
- Educational content wins trust – Think myth-busting, ingredient breakdowns, “how it works” explainers, and research-backed tips — the smarter, the better.
- Inclusive and evidence-based messaging is a must – Audiences expect wellness to reflect diverse experiences and deliver real value, not just vague vibes and pretty packaging.
- AI-generated content, human touch – Tools can draft ideas, but the magic comes from brand personality. (P.S. Don’t let ChatGPT write all your captions. Trust us.)
- Sustainability and inclusivity are table stakes – Your audience wants to know who you are, not just what you sell.
Wellness Content Creation Done Right: Brand Examples That Set the Standard
If you’re wondering what great wellness content creation looks like in practice, these brands show how to get it right:
HelloFresh on Pinterest: Visual Meal-Planning That Drives Engagement
HelloFresh treats Pinterest as more than just a place for pretty pictures. Their boards double as digital wellness planners, offering step-by-step meal prep guides, nutritional tips, and seasonal recipe collections. Each pin is designed to be saved, shared, and acted on, turning weekly menus into long-term traffic drivers. It’s a clever mix of appealing visuals and everyday value.
Skin + Me: Skincare Education with a Creator-First Approach
Skin + Me delivers credible, informative skincare advice in a format people want to watch. On TikTok, they simplify ingredient lists, bust myths, and share practical routines, all backed by dermatological expertise. They also collaborate with content creators like @imtheproblem, whose relatable, humour-led style helps boost engagement while keeping things grounded in real results.
Holland & Barrett on TikTok: Informative, Saveable Wellness Tips
Holland & Barrett have found their formula for success on TikTok: keep it short, smart, and valuable. Each video answers one focused wellness question—like the benefits of magnesium before bed—using clear visuals, concise text, and no fluff. The result is content that’s easy to understand, quick to consume, and primed for saves and shares.
Final Thought
Think of your wellness content creation process as your self-care routine: flexible, consistent, and driven by intention. It’s not about chasing every trend or spamming your audience with 12 posts a day. It’s about understanding your people, showing up for them, and offering something valuable.
When you create with care, connect with authenticity, and stay on top of trends, content becomes more than marketing — it creates a community.
And that’s where the real magic (and ROI) happens.
Ready to create your content strategy? At Hummingbird, we take wellness content creation off your plate so you can focus on doing what you do best: helping people feel good. Let’s talk.
Recommended read: Wellness Brand Tips: 7 Things Everyone Misses
