Many of us feel the invigorating sense of fresh starts and second chances that New Year’s brings. On January 1st, we’re often eager to embrace a healthier, polished version of ourselves—and we’re not alone. According to a 2024 Forbes Health poll, 48% of participants said improving their fitness was their top priority, 36% cited improving their mental health as their resolution, and another 32% wanted to improve their eating habits.
New Year’s is like the Black Friday of holidays for wellness and health-related resolutions. Consequently, ramping up social media marketing strategies is a powerful way for brands to drive customer engagement and capitalize on this peak interest. Today, we’ll explore the influence of social media on wellness brands during the New Year and discuss effective marketing strategies to leverage this seasonal momentum.
The Role of Social Media Marketing in Wellness Resolutions
As the end of the year approaches, health and wellness brands often rejoice—especially if they have a strong digital marketing presence. Many notice an increase in traffic to their storefronts and websites.
This surge in purchases is often attributed to a business’s social media presence. With strategies including relatable content, community engagement, and interactive challenges, social media platforms become ideal channels for health and wellness brands to connect with consumers. For example, in 2016, WeightWatchers capitalized on the New Year’s momentum with their “Live Fully” campaign, which included a social media component encouraging users to share their resolutions online. During this campaign, users lost 15% more weight in the first two months after the program launched.
Timing is crucial. It’s important to start planning—and posting—your content well before New Year’s. This approach allows you to capture your audience’s attention, build anticipation, and inspire them to make physical or mental changes in their lives. Tools such as polls, testimonials, and user-generated content are excellent ways to boost engagement and foster community involvement.
Health and Wellness Brands’ Social Media Marketing Strategies
If you’re looking for the perfect opportunity to capitalize on the hype that the New Year brings to your industry, now’s your chance to flaunt your social media prowess with some of these social media marketing strategies:
- Create engaging posts
It might sound straightforward, but a little competitive research and some Google searches can go a long way in uncovering your customers’ pain points. Once you understand what they want to see, create content that aligns with their New Year’s resolutions. Think exercise reels, mouthwatering photos of healthy recipes, or practical tips for prioritizing mental health as they head into the new year.
- Launch interactive challenges
Starting an interactive challenge not only helps your audience become up to 95% more likely to achieve their goals, but it also motivates others to join. As participants share their wellness journeys and invite their friends to join, you may see a spike in users and engagement on your social platforms.
- Incorporate user-generated content
Whether it’s before-and-after transformation photos or testimonials from satisfied customers, user-generated content can persuade those on the fence that your products or services are exactly what they need to get their resolutions on the right track. Plus, when users share content like healthy recipes or meal prep ideas that use your products, it gives you even more material to work with.
- Use polls and surveys
Take advantage of the poll features on social platforms to ask your audience about their New Year’s resolutions or what topics they’d like to see more of. This allows you to tailor your content based on their feedback and ensures you’re focusing on what resonates most in the months ahead.
How to Drive Engagement Beyond January
Unfortunately, all good things—including the excitement around New Year’s resolutions—tend to fade. By February, approximately 80% of resolutions lose steam, often fizzling out entirely. Luckily, you can get ahead of this drop-off and keep your social media audience engaged well beyond January with a few smart strategies.
Here’s how to keep your users excited and motivated:
- Offer periodic challenges
Accountability shouldn’t stop at the end of January. Launch seasonal wellness programs or fitness challenges to help your audience stay motivated throughout the year. This fosters a sense of community and keeps them coming back to your platforms to check their progress and connect with others.
- Schedule regular check-ins
Use polls or open-ended questions in your content calendar to ask followers how their resolutions are going. Encourage them to share tips that have helped them stay on track. These small interactions not only build engagement but also keep your brand relevant to their interests and needs.
- Create exclusive content
When planning your content calendar, think about what types of content will inspire your audience year-round. Consider offering live Q&A sessions, creating in-depth guides that align with your brand, or even offering special insider content for loyal followers. This keeps your audience motivated and positions your brand as a go-to authority in the wellness space.
Find Your Niche in Digital Marketing with a BBA in Marketing From UTPB
Digital marketing is a fast-growing industry with numerous specialties, including social media, content strategy, SEO, email marketing, and affiliate marketing, just to name a few. Whether you’ve already found your niche or are still exploring which path aligns with your passions and strengths, The University of Texas Permian Basin offers an online BBA in marketing that equips you with the fundamentals of both business and marketing. By taking 12 credits of marketing electives—from Digital Branding to Social Media Marketing—you’ll gain the expertise to specialize in your desired area.
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Sources:
https://www.forbes.com/health/mind/new-years-resolutions-statistics/
https://www.weightwatchers.com/us/weight-watchers-invites-people-live-fully-new-year-campaign-featuring-oprah-winfrey
https://www.afcpe.org/news-and-publications/the-standard/2018-3/the-power-of-accountability/
https://www.forbes.com/sites/markmurphy/2020/02/11/this-is-the-month-when-new-years-resolutions-fail-heres-how-to-save-them/