Five tips for TikTok success as a health and wellness brand

By Charlotte McClure, Content Marketing Editor

Since its emergence in 2016, TikTok has skyrocketed in popularity, becoming one of the most-used apps in the world. In September 2021 it hit 1 billion active users, and that number continues to grow. Originally the home for dance videos and comedic clips, it has rapidly evolved into a video-sharing platform covering anything and everything, including health content.

It’s easy to see why it’s so popular. It’s entertaining, the videos are short and easily scrollable, and TikTok creates a personalised “for you” page that predicts the videos to pique a viewer’s interest.

When it comes to brands joining TikTok, healthcare may not immediately spring to mind. Yet, health-related hashtags are big performers and health content is one of the most-consumed topics on the platform. The view stats speak for themselves:

  • #mentalhealthmatters: 36.6 billion views
  • #fitnessTikTok: 5.1 billion views
  • #medicaltiktok: 2.5 billion views
  • #healthtok: 1.5 billion views
  • #healthytiktok: 102.8 million views

According to Sprout Social’s TikTok stats, the average user spends 95 minutes per day on the platform. That’s a huge amount of time to spend on an app and means that health brands and businesses have invaluable opportunities to capture audience attention and generate interest. TikTok also claims that 1 in 4 users can’t be found on other platforms.

Although it’s geared more towards a Gen Z audience, parents and even grandparents have also hopped aboard, further increasing TikTok’s popularity and potential market reach.

While it can be daunting to jump onto yet another social channel, TikTok isn’t going anywhere, so perhaps you should be adding it to your social marketing mix.

To help you make the leap, here are five quick and easy tips for TikTok success.

Tip #1: Create super valuable content

Gen Z is a notoriously ad-resistant generation, so if you want them to consume your content, avoid blatant advertising and create something they’ll enjoy. Your audience wants to be entertained or informed – not sold to. GymShark gets the balance spot on. Their TikTok provides entertainment via funny fitness memes, workouts that go wrong and relatable situations. Their products are featured, but they’re not the focal point.

Before you start creating, dig into the questions your target audience is asking. Content that answers real questions or addresses specific problems is TikTok gold. Look at what your audience is talking about on their platforms and check out the current hot topics on TikTok. Identify which are most relevant to your brand and start there.

Tip #2:  Be seen and heard

Research shows that people are more likely to trust a brand that shows its face than one that hides behind text and product photos, so be human. Studies like this one show your audience is also more likely to remember a face than a name, so getting yourself or your team up front and centre can pay off.

Tip #3: Work with influencers – but make sure they’re the right ones!

Influencer marketing works, but it’s essential to choose people who align with your brand values and resonate with your target audience. Let’s say you’re a femtech brand and you want to raise awareness of pelvic floor issues, while also promoting your products. Working with credible influencers with an engaged audience, who are already known for talking about all things pelvic floor and women’s sexual health is a recipe for success.

Tip #4: Bust a myth or two

While many people use TikTok for entertainment, others use the platform to seek out a healthy living, fitness, and even medical advice. Last year Google revealed that nearly half of Gen Z uses TikTok and Instagram for searches instead of Google, and according to a recent study from Hall & Partners and Think Next, the site is increasingly becoming the top place where Gen Z and millennials seek out health advice.

But for every qualified doctor, midwife, psychiatrist, or therapist sharing their knowledge to help others, some unqualified people are unknowingly or even knowingly spreading health myths and disinformation.

This gives brands the perfect opportunity to counteract disinformation by sharing informed, useful content. Doing this will position your brand as a trusted and credible source of health advice for potential customers.

Tip #5: Always be authentic

With more and more consumers holding brands accountable for their content, it’s more important than ever to stay true to your values on social media. TikTok is no exception. A recent study by Flamingo Group in collaboration with GroupM found that authenticity on the platform is associated with feelings of creativity, inspiration and uniqueness. The study also revealed that authentic content leaves 73% of users feeling positive and emotionally uplifted afterwards.

So be consistent, and honest and encourage real conversations with your followers. Beauty brand Dove does this well. Their feed and the people they work with perfectly reflect their ethos of questioning beauty stereotypes, encouraging more inclusivity and celebrating ‘real’ beauty.

Charlotte is Content Marketing Editor at Thrive and is passionate about the increasingly vital role social media plays in marketing strategies.

Over 1,000 women told us what they do and don’t want from health and wellbeing information; we’d like to tell you.

Download our free report: Changing the narrative, to reveal key insights and discover how your brand can leverage content to create empowering connections with women.

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