Social media today is more permeating of world culture than it ever has before. In fact, 67% of the entire U.K. population use some form of social media, nearly 3 out of every 5 people in the country. Moreover, each user spends an average of 1 hour and 50 minutes logged in, scrolling through their timelines and interacting with Creators and Brands. According to Instagram, 80% of users follow a brand or business, so it is clear that users are influenced by Brands, whether intentionally or not.
However, not all of these interactions can result in positive effects. According to a report originally published by the Royal Society for Public Health (shared by the NHS), Instagram was ranked as being the worst social network for mental health by a survey of 1,479 British respondents aged 14-24. The negative mental health effects that social media can have on minds young and old has been well documented. A report from the Independent details that 41% of Gen Z members surveyed in a study (of 1,000) said that social media makes them feel “anxious, sad, or depressed”. This is a staggering number of individuals who are taking away these negative effects from social media use.
Recently, some Creators are subverting this and are using Instagram to talk about wellbeing and mental health. They aim to take the negative effects out of social media and focus on wellness subjects, as well as being aware of one’s mental health while using social media. These Creators range from the yoga and lifestyle verticals, to more non-traditional subjects such as life-coaching and energy healing.
Jules Hunt, @omandthecity, is a holistic wellness Influencer who can boast 54.5K followers on Instagram. She is a self-described “wellness-entrepreneur”, and she partners with Brands to sell products aimed at health, such as a variety of matcha (green tea) “mind boosters”. On her Instagram page and her personal blog, she professes the benefits of leading a healthy lifestyle, both physically and mentally.
Jo Encarnacion @gofitjo is a life-coach who “teach[es] women how to have a better relationship with themselves so they can live life on their terms.” She talks about staying mentally and physically content with oneself and preaches the importance of self-love. Jo is also an avid practitioner of yoga, and her account has 80.4K followers.
Candice Kumai, with 102K followers on Instagram, is a wellness author. Her account features lots of photos of healthy food, complete with recipes. She has appeared on programs including E! News.
Chelsea Williams, @thatchelsea, Is a plant-based nutritionist who works as a corporate advisor for major brands like Samsung and Pop-Sugar. As one could guess, creates plant based meals that are high in health and energy. She educates about the benefits that plants can have in one’s life and diet, and she has 22.2K followers on her Instagram account.
These Influencers deliver a positive message that is both powerful and relatable, and brands that have partnered with Creators in this vertical end up with compelling campaigns. Jules Hunt for example, partnered with snacks brand Off the Eaten Path to promote their product and to position the brand as a product that can improve one’s wellness. This positioning is ever so important in a world increasingly concerned with mental health and proves the value of these types of influencers.