How do leading wellness brands capture their audience’s attention?
It is no accident. Brands like Peloton and Calm succeed because they create content that goes beyond tips or product photos. Their posts leave followers feeling inspired, motivated, and understood, which drives their audience to keep engaging.
5 Reasons Why Content-Social Should be Connected
- Storytelling over product-focused selling connects emotionally.
- Get actionable, problem solving content in front of your audience.
- Build engaged communities, not vanity metrics.
- Customize your content to the strengths of each platform.
- Highlight your community’s accomplishments to inspire others.
Your ability to craft engaging content can be the difference between building customer loyalty and getting lost in the noise. For example, (according to a 2021 Statista study), Calm has over 100 million downloads, solidifying its reputation as a trusted mental health app. And Peloton reported approximately 3 million connected fitness subscriptions, reflecting a stabilization in their subscriber base over the past year.
Calm’s Community Driven Revenue
In 2023, Calm generated an estimated $300 million in revenue, marking a 15% decrease from the previous year but the app has approximately 4.5 million subscribers. However in January 2024, Calm was the highest-grossing health-related app worldwide, with in-app revenues of approximately $7.7 million.
The enduring success of Calm, even after experiencing a decline in annual revenue, serves as a testament to the strength of a dedicated community. By consistently delivering value, the company has maintained its appeal and continued to be leader, highlighting the critical role of user engagement in business sustainability.
Quick Example of UGC’s Connectivity
Liquid IV collaborates with people to create engaging and visually appealing content, such as electrolyte-packed smoothie recipes featuring Liquid IV. These posts capture attention on social media and can also be repurposed as blog posts on your website, making them widely accessible while boosting SEO. This approach shows potential customers how Liquid IV fits seamlessly into everyday routines, building trust and loyalty among your audience.
You can turn influencer-created recipes into blog posts to enhance SEO, social media posts to drive engagement, and email campaigns to retain and delight subscribers. When you repurpose thoughtfully, every piece of content works harder for your brand.
Keep reading to discover how to maximize your content strategy and reach your audience wherever they are.
How to Repurpose UGC
User-generated content (UGC) is a goldmine for brands looking to build trust and authenticity with their audience. Here are platform specific examples based on the video above.
- Instagram/Facebook: Create short clips or highlights from the video, such as the moment they mix the product or share their testimonial. Pair with captions like: “Stay hydrated like [User’s Name]! 💧 What’s your go-to hydration hack?”
- TikTok: Use a quick, 15-second snippet showing the product in action, paired with a trending sound or hashtag (e.g., #HydrationHacks).
- Instagram Stories/Reels: Post a condensed version of the video with added text overlays: “Boost your hydration game with Liquid IV! See why [User’s Name] swears by it.”
- YouTube Shorts: Clip the most engaging 30 seconds of the video and optimize it for vertical viewing. Add a call-to-action encouraging viewers to watch the full video.
- Pinterest: Share a still image or GIF from the video with a caption: “Stay hydrated during your workouts! Watch [User’s Name]’s full routine on YouTube.”
Repurposing UGC across platforms like Instagram, TikTok, YouTube, and Pinterest allows you to amplify its impact and connect with your audience wherever they are.
How to Incorporate UGC into a Blog Post
User-generated content (UGC) is a powerful way to enhance your blog with authenticity and engagement. By showcasing real-life stories, embedding social proof, and adding visual elements, you can connect with your audience while highlighting your product’s value. Here’s how to seamlessly integrate UGC into your blog.
1. Feature Authentic Stories
Start by including real-life examples of how customers or influencers use your product. For instance: “Fitness influencer Jane Doe shared her favorite post-workout hydration routine featuring Liquid IV. Her Instagram post, which gained over 5,000 likes, highlights the versatility of our product in supporting an active lifestyle.”
2. Include Social Proof
Embed UGC directly into the blog using screenshots or embedded social media posts. For example: “Our fans love getting creative with Liquid IV! Check out this smoothie recipe shared by @HealthyEatsGal on Instagram.” Embed her post to enhance credibility and visual appeal.
3. Create a Themed Section
Dedicate a part of the blog to showcasing UGC around a specific theme, such as recipes, travel hacks, or fitness tips. “Here’s how our community stays hydrated on the go:” Bullet points or short highlights of user posts, like a photo of Liquid IV being used during a hike or at the beach.
4. Provide Commentary or Context
Add your own insights or tips alongside the UGC to enhance value. For example: “We love how @WellnessJourney incorporated our Passion Fruit flavor into her hydration routine! Pro Tip: Pair it with a post-workout snack for a quick energy boost.”
5. Encourage Engagement
End the blog with a CTA asking readers to share their own experiences. “How do you use Liquid IV in your daily life? Share your photos and tag us with #MyLiquidIVMoment for a chance to be featured!”
6. Optimize for Visual Impact
UGC, especially photos and videos, can break up text and make the post visually engaging. Use a mix of styled shots and candid images to connect with your audience on a personal level.
UGC brings authenticity and connection to your blog while boosting engagement. From real stories to visual highlights, it makes your content relatable and impactful. Encourage your audience to share their experiences, and watch your community and content grow together.
How Can You Achieve this Success?
Integrating content marketing with social media creates a self-sustaining inbound funnel that can significantly amplify reach and engagement. This strategy leverages high-quality content to attract and retain a clearly-defined audience, and when combined with the dynamic and interactive nature of social media, it enhances visibility and encourages user interaction.
So have you ever wonder how the biggest wellness brands keep millions of followers coming back? From inspirational stories to expert tips, these leaders master social media content that truly connects. Here’s how they do it—and how you can, too.
1. Story-Selling
At the heart of every successful wellness brand is a story that makes followers feel understood. Whether it’s a tale of transformation, a personal triumph, or a shared struggle, stories connect us. These stories remind followers that they are not alone in their struggles and that meaningful change is achievable with the right support.
Brands that thrive on social media know this, so they share narratives that resonate with their audience. They’re offer hope, inspiration, and a reason to believe.
Peloton’s Markets with their Members
Social media thrives on this emotional connections that drive meaningful engagement. Peloton doesn’t stop at fitness milestones, instead they bring their audience into the lives of their members. For instance, they share how a working parent carved out time to rebuild strength after an injury or how someone trained for and completed their very first marathon using their platform. According to Athletechnews, Peloton has amassed 3.7 million connected fitness and paid app subscriptions with an “exceptional engagement” level.
The stories are deeply personal and motivate followers by showing how achievable transformation can be with the right tools. They think to themselves, “If they can do it, so can I.” Your content should help someone feel grounded after a chaotic day. By sharing actionable advice, you’re earning your followers’ trust and showing your value.
Other Wellness Brands on Instagram
Some other brands that have a huge presence on Instagram:
They dominate Instagram by combining beautiful, consistent visuals with smart influencer partnerships. For instance:
- Nutrafol partners with dermatologists to deliver expert hair health advice.
- Patchology creates skincare tutorials showing their products.
- JS Health Vitamins collaborates with experts to share practical tips.
- Wonderbelly uses relatable influencers to normalize self-care moments.
These approaches attract followers and build credibility through expert endorsements and clear demonstrations.
2. Share Valuable Content
The most powerful content entertains and empowers through solving problems. It gives people tools they can immediately use to improve their lives.
- A simple 10-minute dinner recipe could become a family’s go-to meal,
- A mindfulness tip might help someone reset after a stressful meeting.
- A quick workout could motivate someone to stick to a fitness routine.
Sharing practical tools builds trust and positions your brand as a go-to resource. For example, a quick recipe or mindfulness tip can immediately improve your audience’s day, keeping them engaged and coming back for more.
Calm’s Content is Valued-Filled
Calm is a prime example of a brand sharing valuable, actionable content. Posts like “1-minute breathing exercises for better focus” and “3-word mantras to ease anxiety” resonate because they offer immediate solutions. By providing bite-sized tips that followers can apply during overwhelming moments, Calm positions itself as a trusted resource for mental health. The consistency of their advice builds trust and keeps their audience coming back for more.
3. Build a Communities of “Followers“
Social media success is not defined by how many followers you have but by the depth of your connection with them. The most impactful brands create communities where people feel seen, heard, and supported. These spaces inspire deeper engagement by celebrating members’ stories and successes.
Headspace’s Community
For example, Headspace builds community by reposting real-life stories from their followers, such as a college student who overcame burnout with daily meditation or a parent who managed to find calm during hectic days at home. According to Journal of Product & Brand Management, 62% of millennials are more likely to buy a product if the brands engages them on social media platforms.
These stories provide concrete proof that mindfulness is accessible and effective for everyone. By amplifying their audience’s voices, Headspace creates a shared sense of achievement and connection, making their community feel like a supportive space. This approach encourages loyalty and inspires others to engage with the brand.
4. Create Platform-Specific Content
Consistency builds recognition, but creativity builds connection. Every social platform offers a unique way to connect with your audience and your content should reflect that. Wellness brand leaders master the art of tailoring their visuals and messages to connect with audiences wherever they are.
Alo Yoga’s Instagram Content
Alo Yoga stands out on Instagram by collaborating with yoga instructors and lifestyle influencers who align with their brand’s image. For example, they host virtual yoga sessions led by influencers to connect with their audience in real-time. They also share short video tutorials showcasing yoga poses that beginners can easily follow. These strategies make their content both aspirational and practical, appealing to followers who want to embody a balanced, wellness-driven lifestyle.
5. Highlight Your Community’s Wins
Every success story is a spark of inspiration. When you celebrate your community’s wins—a fitness triumph, a mental health breakthrough—you do more than share their achievements. You give others the courage to believe they can succeed too. These moments build trust, inspire action, and create ripples of hope throughout your audience.
ClassPass Wins
32% of internet users rely on customer reviews, according to Statista. ClassPass shines a spotlight on their members’ achievements, like someone building the confidence to try their first dance class or another conquering a fear of the gym. While another overcame anxiety about going to the gym by using the app’s beginner-friendly class options.
By sharing these relatable and specific wins, ClassPass motivates others to take their own first steps toward fitness.
Putting It All Together
Instagram is where wellness brands come alive. With its vibrant visuals and interactive tools, it’s a platform for connection. When you tap into its power, you don’t just reach followers; you build relationships that inspire.
- Use polls, challenges, and interactive Q&A sessions in Stories to engage followers.
- Share short, impactful educational content, like a 1-minute breathing exercise or a quick healthy snack idea.
- Balance organic posts with sponsored content that directs followers to resources they’ll value, like a free eBook or blog post.
Weight Watchers thrives on social media by sharing transformation stories, like a member losing weight while finding joy in fitness. Their daily motivational posts and 15-minute healthy recipes keep their audience inspired and engaged.
What About Facebook?
Facebook is where you can deepen connections by providing content that feels personal and practical. It’s the perfect place to connect on a more personal level:
- Share heartfelt stories, live videos, and carousel posts packed with real value.
- Inspire and educate with a mix of stories that resonate and advice your audience can trust.
- Keep the dialogue alive by showing up consistently and responding with care and authenticity.
Host a live Q&A with a nutritionist sharing actionable advice, like “5 foods to boost energy during busy weeks” or “meal prep strategies for families.” Or post a carousel featuring a detailed 7-day plan for balanced breakfasts, helping your audience start their mornings right.
Bottomline
Social media success isn’t determined by your budget or team size. It’s driven by your ability to create meaningful connections that inspire loyalty and action. The most impactful brands focus on creating content that solves problems, inspires action, and strengthens loyalty to achieve measurable results.
Whether you’re managing social media for a major brand or growing your personal wellness platform, the key is connection. Industry leaders succeed by creating content that solves real problems, inspires action, and builds trust. When your content leaves followers feeling valued, supported, and understood, you’re building a loyal community that engages with you every day.
Want more insights on social media marketing in the wellness space? Drop a comment below sharing which brand’s strategy resonates most with you!
Freelance Web Writer 
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