Social media has become an integral element of 21st-century life. Health and wellness businesses use social platforms to field questions, respond to reviews, promote new products, and generally communicate with customers.
While social media may be part and parcel of modern life, though, it isn’t stagnant. As social platforms perpetually shift and adapt to new trends and user expectations, it’s important for nutraceutical manufacturers and other health and wellness brands to adjust their social media strategies accordingly.
If your social strategy is lackluster this year, here are a few tips to make sure you’re getting the most out of your online efforts.
1. Personalize Each Post
No, we’re not saying that you need to personalize every post for every person. (We’re not at that point quite yet.) However, there are several ways you can personalize your brand’s social media experience to make sure it resonates with your target audience, including:
- Adjusting each post per platform (short for a site like Instagram, longer for one like LinkedIn).
- Tailoring posts to platform audiences (community-focused for Facebook, professional for LinkedIn, visual for Instagram, video-driven for TikTok, etc.).
- Tailoring each paid post (Create captions or posts with variants for segmented audiences).
Social media is a deeply personal experience for many people. Make sure your posts don’t feel repetitive, boilerplate, or out of context.
2. Work With the Right Influencers
Just because someone is popular on a social platform doesn’t mean you need to work with them. On the contrary, as regulations have tightened, it’s become important to vet influencer relationships to ensure that you’ll be represented in honest and ethical ways online.
In 2023, the FTC (Federal Trade Commission) gave a shot across the bow when it warned a dozen influencers about not revealing affiliations and promoting products with aspartame and sugar. Expect more of the same.
Influencers are a powerful way to promote products, especially in a lifestyle niche like health and wellness. Just make sure you’re building campaigns with reputable influencers who know how to represent your brand online.
3. Encourage User-Generated Content
As regulations increase and social media platforms become more sophisticated, it’s important to keep social strategies focused on the users of each platform. Don’t post blanket or boring content.
Instead, look for ways to get followers involved, such as asking relatable questions that prompt answers from engaged followers. You can also use reviews and comments as a chance to open public dialogue with individuals.
The key thought here is to encourage involvement. This fosters a sense of community, rather than turning your socials into a giant, ignored, electronic company billboard.
4. Prioritize Social Search Optimization
Also called SSO, social search optimization is one of the modern iterations of what is traditionally known as SEO or search engine optimization.
SSO includes things like:
- Filling out your profile information.
- Using links in ways that make sense on each platform. (Link in bio, link in comments, etc.).
- Posting consistently.
- Including keywords and branded words in your posts.
Younger generations are increasingly using social platforms as search engines. Make sure your products and posts are showing up.
5. Standing Out on Social Media in 2025
Social media remains both essential and elusive for many nutraceutical brands. Make sure you have an updated social strategy that gets the most out of every post.
If you’re struggling to make your social media resonate with your audience, we can help.
TruLife Distribution has crafted hundreds of social strategies for health and wellness brands over the years. Our team of experienced industry professionals can help you build a content strategy that brings your social profiles to life and turns them into integral elements of your marketing plans.
