The Wellness Industry Social Media Benchmark Report

The Average Monthly Growth Rate measures the rate at which a wellness brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the Wellness industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.

Wellness Industry Highlights From Leading Brands

The wellness industry experiences notable growth across social media, with Instagram, TikTok and YouTube showcasing varying levels of engagement and audience resonance. Opportunities to refine content strategies present a path to even greater success.

Ritual thrives on TikTok by mixing health education with a dash of humor, creating content that feels both approachable and informative. Its videos, which range from simplifying wellness concepts to showcasing behind-the-scenes moments, consistently engage audiences. By pinning key posts, Ritual keeps its most important messages front and center and its wellness wisdom top of mind.

Ritual outperforms the wellness industry by 47%.

Orange Theory uses Instagram to educate and inspire its followers. Its content strategy is focused on providing immense value to its audience in the form of gym tips, community challenges and Q&A sessions. The fitness brand’s authenticity drives active participation and interest from its audience.

Orange Theory outperforms the wellness industry by 127.3%.

Technogym leads in YouTube video views by providing insights into the latest athletic events, as well as expert content in the latest equipment innovations. Technogym keeps its content relatively short, with the exception of full fitness videos, that collectively establish the brand as a leader in the wellness space.

Technogym outperforms the wellness industry by 90.9%.

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In this Health and Wellness Industry Benchmark Report you’ll learn:

• The potential for the wellness industry on Instagram to increase engagement and entertainment value by tailoring content more effectively.
• The significance of TikTok as the fastest-growing platform for wellness, highlighting the need for optimized content strategies to match audience interest.
• How content on YouTube resonates with the wellness audience, supported by strong viewer retention rates, emphasizing the appeal of in-depth, value-driven content.
• Strategies for leveraging platform strengths and audience insights to amplify reach, engagement, and overall social media impact in the wellness industry.