The wellness industry thrives on trust, authenticity, and connection — all of which can be amplified through smart social media strategies. Yet, the constantly evolving landscape of social platforms and unpredictable organic reach makes it easy for authentic messages to get lost amid sponsored posts and polished influencer campaigns.
Despite these challenges, social media remains one of the most powerful tools for brand growth when leveraged intentionally. In this article, we explore insights from three industry leaders who mastered social media marketing for wellness brands during the Innergize 2024 panel session titled “Social Media Mastery – Crafting 5-Star Marketing Strategies”.
Meet the Experts
- Adam Arnette, Chief Growth Officer, Removery – Leading tattoo removal experts with 150 locations across the US, Australia, and Canada.
- Jonathan Millet, CEO & Co-Founder, Townhouse – The world’s largest luxury nail salon chain with 40 locations in the UK and growing in the US.
- Samael Tejada, CEO & Founder, Liquivida – A nationwide wellness franchise focused on holistic health, aesthetics, and storytelling-driven marketing.
Here are five actionable strategies wellness brands can implement today to boost engagement, visibility, and growth on social media.
1. Build Trust and Connection Through User-Generated Content (UGC)
People trust other people, making user-generated content a powerful way to establish credibility. All three experts emphasized authentic customer stories as a way to cut through digital noise and build trust.
Prioritize organic, relatable content
Jonathan Millet highlighted Townhouse’s focus on UGC over overly polished campaigns. “Social is at the heart of everything we do. We are primarily focused on user-generated content, and that’s where the organic authenticity comes from.â€
Rather than paying influencers, Townhouse offers treatments in exchange for real testimonials, letting authenticity speak for itself.
Actionable tip:
Create a “selfie wall†at your location, as Liquivida CEO Samael Tejada recommends. Encourage customers to post with a branded hashtag, then repurpose that content for organic marketing.
2. Engage Micro-Influencers for Local Impact
Instead of investing in high-cost mega-influencers, target local and micro-influencers who hold sway in specific communities. Samael Tejada works with local barbers or personal trainers to drive authentic content and reach the right audience.
Local influencers deliver measurable results
Millet adds that building small ambassador programs — unpaid but passionate — drives engagement and long-term growth. Authentic partnerships yield higher trust than celebrity campaigns.
Actionable tip:
Identify core audience personas, then partner with trusted micro-influencers. Offer free experiences or services without requiring posts in return to maintain authenticity.
3. Extend the Customer Journey Through Content
Social media should not only acquire customers but keep them engaged post-purchase. Liquivida’s “VITA Journey†demonstrates this approach by highlighting five pillars: wellness, aesthetics, regenerative medicine, sexual health, and weight loss. This turns single transactions into ongoing relationships.
Storytelling creates connection
Tejada explains: “It’s about showcasing a lifestyle, not just a service.†Meanwhile, Jonathan Millet emphasizes the power of in-store team content. “Posts showcasing our team’s excitement outperformed celebrity content fourfold, hitting 2 million views in 24 hours.â€
Actionable tip:
Develop “day in the life†videos or reels to show how your services fit into customers’ daily routines or special celebrations.
4. Combine Organic and Paid Strategies for Maximum Reach
Social-first growth doesn’t mean organic-only. All three leaders shared how paid promotions amplify high-performing content, using data to maximize results.
Data-driven campaigns drive engagement
Adam Arnette of Removery uses platform insights and cultural trends to boost viral content. Townhouse selectively promotes the most engaging posts from micro-influencers. Liquivida even uses geofencing around local community spaces to target ads for hyperlocal impact.
Actionable tip:
Start small with boosted posts ($1–$5/day) and expand based on performance. Focus on localized, highly targeted campaigns for better ROI.
5. Foster Feedback and Engagement
Social media is also a direct channel for communication. Timely, authentic responses increase visibility and strengthen relationships.
Engage in real time
Tejada stresses replying to comments boosts algorithmic visibility. Millet notes using customer feedback to guide content strategy, giving posts additional authenticity and relevance.
Actionable tip:
Assign a community manager or dedicated team to moderate comments and DMs, prioritizing prompt, human responses.
Key Takeaways for Wellness Brands
- Start small, think big: Micro-opportunities like UGC and local ambassadors yield high impact without large budgets.
- Keep it real: Highlight authentic experiences over polished marketing content.
- Invest in connection: Nurture relationships with local influencers and your core audience.
- Own the journey: Extend engagement beyond the sale with creative storytelling.
- Use data wisely: Test content performance before scaling paid campaigns.
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