2021 has been a crazy year. Not only are we dealing with a global pandemic that claimed the lives of so many and caused a devastating recession, but we are also contending with rampant misinformation on the internet. So-called health experts and gurus have laid claim to the social media landscape and many consumers have fallen for their falsehoods and out-there theories.
We live in a time when it’s difficult to market a health and wellness brand, especially if we have good intentions and have science and research backing up our products and services. But while it’s hard, it’s not impossible, because there will always be consumers who are always sincere in their quest for the truth and scientifically-backed services and products that can help them in their journey to health.
If you are running a brand that’s centered on health and wellness in 2021, here are some helpful tips and best practices you need to employ in your social media strategy.
Make sure the products or services are scientifically and clinically proven
The key to providing accurate information on social media is to ensure that your products and services are truly helpful and have science and research backing up those claims. Not all of us can be Gwyneth Paltrow—we can’t all be global superstars who can peddle products and services based on pseudoscience and have people patronizing our brand.
If the claims of your products and services are evidence-based and clinically proven, and if you have scientists and doctors backing them up, use it on your brand narrative and social media content. But the only way this can happen is if your company’s research and development is above-board and did the work. Don’t take shortcuts and don’t fall for outrageous pseudo-scientific medical claims, especially if you don’t want your brand to experience some pushback.
Partner with a marketing agency that understands your goals
Not all marketing agencies are created equal. Not all of them may be able to understand what sets your company apart from other dime-a-dozen wellness brands out there. If you truly want your brand to distinguish itself from your competitors, partner with a reputable digital marketing firm that can help you establish a marketing plan that makes sense for your brand, needs, and goals; has a keen understanding of what works and what doesn’t, and has a track record of effectively placing their clients’ website at the top of Google searches. They also need to be able to create engaging content that can fully communicate to your target audience what your brand is all about and why you’re different from other companies.
Be gentle in your tone and language
When it comes to creating narratives and copies for your channels, make sure to use language that is comforting, kind, and gentle. The past two years have been hard for consumers, and for many who might have neglected their health during the worst of the pandemic, an authoritative or self-righteous tone of voice might be more off-putting than something that might call them to action. A study found that brands that use an empathetic tone of voice can result in consumers forming positive emotions for them, which can then evolve into them having a positive view of the brand itself.
Not to mention, health, in general, is a sensitive topic—we never know what people are struggling with in terms of their bodies, and a hard sell and a bossy tone might be more triggering than helpful.
In a time when other companies are screaming at consumers to get moving or to begin again after the pandemic, let your brand be a soothing balm that can gently lead them towards the right path. They will be more likely to respond to your leads that way.
Provide accurate and scientific information
After your brand has positioned itself as one that provides helpful products and services that are based on clinically proven claims and peer-reviewed research, then your customers would be much more likely to rely on your channels as a trusted resource for their daily dose of health and wellness inspiration. From the importance of vaccinations to the kinds of recipes and ingredients that can help improve their health, there is so much you can post about that can help your audiences in their quest for holistic health.
Health and wellness brands need to step it up if they want consumers to live full and healthy lives. Give them helpful information that’s based on license and make your content as kind, engaging, and fun as possible.