Wellness & Health Online in 2024: Predictions for the sector and brands
2024 is expected to be a crucial year for digital marketing, bringing major changes to the online landscape. As we prepare for these changes, we anticipate challenges for the health and wellness industry in the upcoming year. Here are some key challenges I predict for the sector:
Moving into 2024 with a strong marketing strategy that considers these challenges and predictions will lead to a thriving year for health and wellness brands.
1. The Future of Search in 2024
The way we search for information has expanded beyond traditional search engines. Platforms like YouTube, TikTok, and social media tools like the Instagram question box are now popular ways of finding information. These platforms provide recommendations from other users, which are often seen as more useful and unbiased compared to brand recommendations.
This shift in the search landscape is expected to have a significant impact on the health and wellness industry. While long-form text-based content like reports and research papers remains important for establishing expertise and trust, the rise of voice- and image-based search cannot be ignored. Health and wellness brands will need to adjust their marketing strategies accordingly.
Incorporating informative and engaging videos on platforms like TikTok will become essential for sharing health advice and promoting well-being. Some health professionals have already become influencers on these platforms, leveraging their expertise to provide professional opinions, debunk myths, and comment on industry trends.
Additionally, the use of generative AI in search has the potential to personalize health recommendations. By utilizing real-time data, it can provide more precise and tailored advice that aligns with users' specific health needs.
2. Consumer Preferences Impacting Brand Messaging
Today's consumers want brands that align with their ideals and contribute to positive change. In 2024, consumer purchase decisions will be influenced by factors like brand values, sustainability practices, and data privacy concerns, in addition to quality and price.
In the health and wellness industry, companies can adapt to changing consumer preferences by incorporating sustainability into their products and practices.
Wellness brands can differentiate themselves by demonstrating their commitment to environmental responsibility through eco-friendly packaging and ethically sourced ingredients.
In 2024, community engagement will be crucial for Health & Wellness brands. Collaborating with local health organizations, hosting educational workshops, and participating in community health initiatives will enhance brand credibility and resonate with health-conscious consumers, strengthening relationships.
3. Social media as the new PR platform
In 2024, social media will become the primary PR platform for the Health and wellness industry. This shift will greatly impact how brands in this sector manage their online presence.
Positive user-generated content showcasing health transformations and successful product experiences can serve as powerful marketing material. Conversely, negative content addressing health concerns or issues with products can spread quickly.
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To navigate this changing landscape, brands must develop digital PR strategies that allow for quick responses to both positive and negative content. Prioritizing transparency, highlighting product resilience, and focusing on customer care is crucial for building trust and maintaining a positive reputation.
4. Paid Media channels will expand further in 2024.
The rise of new platforms like TikTok and connected TV (CTV) will contribute to this growth. Health and wellness brands can take advantage of ad-supported tiers on streaming platforms or CTV ads to deliver personalized campaigns. They can strategically place ads during programs that align with their target audience, increasing visibility among interested viewers. CTV can also be used to create tailored fitness programming or sponsored content on fitness-related channels. Collaborations with influencers on TikTok can help health and wellness brands create engaging and shareable content, showcasing the benefits of their products or services and attracting a diverse audience.
5. AI and Digital Marketing
"AI-driven Augmented Reality will revolutionize brand-audience engagement... by merging digital and real-life experiences, we will witness unparalleled customer interaction."
The health and wellness sector is often classified as Your Money, Your Life (YMYL) online due to its potential real-world impact. As a result, health and wellness brands are held to higher standards when evaluated for E-E-A-T (experience, expertise, authority, and trustworthiness) guidelines. This increased scrutiny will shape the content produced by health and wellness brands in 2024. These brands need to consider this, especially when incorporating AI-generated content into their marketing strategy for the upcoming year.
Incorporating augmented reality (AR) into health and wellness digital marketing in 2024 offers exciting possibilities for creating immersive and personalized experiences that enhance customer engagement. Brands can use AR to educate consumers on various health topics. For example, an AR app could provide information on the benefits of different yoga poses when users scan a yoga mat, offering an interactive approach to wellness education. Additionally, AR can be leveraged to offer users immersive and interactive fitness experiences. This could involve virtual workouts with trainers, creating a more personalized and captivating fitness routine. Another application could simulate outdoor running environments, allowing users to virtually run through scenic landscapes while using a treadmill.
6. Social Commerce in 2024
In 2024, health and wellness brands must list their products on social media sites using social commerce platforms like TikTok Shop. Social media platforms create a direct and engaging relationship between consumers and health-oriented brands, allowing for immediate purchases or further exploration of recommended services.
Shoppable TV is an innovative channel for promoting health-related services and products. It offers interactive fitness sessions and educational segments on holistic wellness. Health and wellness brands can use Shoppable TV to provide expert guidance and showcase their products in practical, real-world scenarios.
7. Video dominance
Advertisers are likely to shift towards video content as user behavior has been favoring it. With Google launching Demand Gen to compete with visual social channels, there's more opportunity to target users through video. However, many businesses struggle with video creation, making it a big opportunity for those who can create high-quality video ads.
In 2024, the health and wellness sector can leverage short-form videos to provide concise and impactful content. This can include quick workout tutorials, insightful wellness tips, and engaging product demonstrations. By using short-form videos, the industry can cater to the fast-paced lifestyles of modern audiences and deliver valuable information in a visually compelling and easily digestible format.
Live streaming is another powerful tool that can enhance the interactive experience for consumers. Health and wellness professionals can conduct live sessions to share in-the-moment expertise, facilitate interactive Q&A sessions, or even organize virtual wellness retreats. These live interactions create a sense of immediacy and authenticity, fostering deeper connections between experts and health-conscious individuals seeking personalized guidance.
Summary
The marketing landscape in 2024 is changing due to technology and consumer behaviors. Health and wellness brands can use these changes to thrive in a competitive market.