As the wellness industry continues to evolve, health influencers are at the forefront, shaping trends and influencing the decisions of millions of health-conscious consumers. In 2024, the focus on personal well-being has never been stronger, with trends spanning from mindful diets to mental wellness and sustainable living. Health and wellness influencers have emerged as trusted guides, offering followers insights into the latest trends designed to promote both physical and mental health.
For brands operating in the health and wellness space, there has never been a better time to leverage these trends through influencer marketing. In this article, we’ll explore the top 10 wellness trends that health influencers are promoting this year and how brands can capitalize on these movements to build impactful marketing campaigns.
1. Holistic Nutrition and Plant-Based Diets
As the world becomes more eco-conscious, health influencers are doubling down on holistic nutrition and plant-based diets. This trend goes beyond just veganism—it’s about nourishing the body with whole, unprocessed, and nutrient-dense foods that are both good for the body and the planet. Health influencers are sharing recipes, tips, and personal journeys that promote plant-based lifestyles, underscoring the importance of mindful eating and sustainable choices.
How brands can capitalize: Partnering with health and wellness influencers to promote plant-based products can help brands connect with an audience seeking sustainable, nutritious alternatives. Collaborating on recipe development or eco-friendly food products can also position brands as leaders in the growing plant-based movement.
2. Mindfulness and Mental Health Awareness
The conversation around mental health has gained immense traction in 2024, with influencers encouraging their followers to prioritize mental wellness alongside physical health. Practices like meditation, journaling, and breathwork are at the forefront of influencer content, while topics such as anxiety, burnout, and self-care routines are openly discussed.
How brands can capitalize: Brands offering mental wellness tools or services—like meditation apps, guided journals, or relaxation products—can benefit from collaborating with health influencers. These partnerships can help destigmatize mental health discussions and provide valuable resources to audiences looking to enhance their mental well-being.
3. Sleep Optimization
Sleep health has evolved into a critical wellness pillar this year. Influencers are shedding light on how to achieve better sleep quality, addressing everything from sleep hygiene to the role of technology in sleep disruption. Sleep optimization products like weighted blankets, sleep trackers, and supplements are regularly featured by influencers looking to help their audience achieve restorative rest.
How brands can capitalize: Brands in the sleep health space can leverage influencer partnerships to demonstrate how their products fit into the daily routines of health-conscious individuals. Influencers’ personal testimonials about improved sleep can lead to increased credibility and trust for sleep-related products.
4. Gut Health and Microbiome Support
In 2024, gut health has become one of the most popular topics among health influencers. Research linking gut health to mental wellness, immunity, and overall vitality has led to a surge in content focused on nourishing the microbiome through probiotics, prebiotics, and fermented foods. Influencers share their experiences with gut-healing diets, supplements, and products aimed at optimizing digestion and gut health.
How brands can capitalize: Brands with products aimed at supporting gut health, such as probiotic supplements, kombucha, or fermented foods, have a prime opportunity to partner with influencers who can highlight their benefits. Collaborating on educational content and hosting product giveaways can drive engagement and awareness.
5. Biohacking and Personalized Wellness
Health influencers are diving deeper into biohacking—tweaking lifestyle choices to optimize health and performance. This trend includes wearable tech, at-home health testing kits, and personalized wellness plans that cater to an individual’s specific needs, from DNA-driven nutrition plans to hormone-balancing protocols. Biohacking promotes taking charge of one’s health using data and modern technology.
How brands can capitalize: Brands in the biohacking space, including wearable tech, health apps, and personalized supplement programs, can tap into this trend by partnering with influencers to promote a data-driven, tech-savvy approach to health. Detailed product reviews and testimonials can help brands stand out in this rapidly growing market.
6. Digital Detoxing and Tech-Life Balance
As technology becomes more intertwined with daily life, health influencers are advocating for digital detoxes to restore balance and well-being. The negative impacts of constant screen time—such as anxiety, sleep disturbances, and burnout—are prompting influencers to encourage their followers to take breaks from social media, unplug during weekends, or incorporate “tech-free” hours into their routines. Digital detoxing aims to improve mental clarity, reduce stress, and foster a deeper connection with the present moment.
How brands can capitalize: Wellness brands promoting mindfulness, self-care, or offline experiences have a unique opportunity here. By partnering with health influencers to promote products like journals, outdoor gear, or digital detox retreats, brands can encourage healthier relationships with technology. Hosting influencer-led challenges—such as “Unplugged Weekends” or “Mindful Mornings”—can drive engagement and build awareness around digital wellness.
7. Sustainable Wellness and Eco-Friendly Practices
In 2024, sustainability and wellness have merged into a single, powerful trend. Influencers are not only focusing on personal health but also advocating for environmentally friendly habits that benefit the planet. From sustainable fitness gear made of recycled materials to refillable beauty products, health influencers are championing conscious consumerism. Eco-friendly brands are increasingly featured in influencer content that promotes sustainability as an integral part of a wellness routine.
How brands can capitalize: Brands offering sustainable wellness products can partner with influencers to promote eco-friendly alternatives. Influencer-led sustainability campaigns, such as “Plastic-Free July” or collaborations on zero-waste product lines, can enhance brand reputation while aligning with the values of eco-conscious consumers.
8. Functional Fitness and Mobility Training
The fitness landscape continues to evolve in 2024, with a shift toward functional fitness and mobility training. Health influencers are focusing on exercises that enhance daily movement patterns, prevent injuries, and promote longevity. This trend emphasizes strength, flexibility, and joint health, with activities like Pilates, yoga, and mobility workouts becoming mainstream. Influencers highlight the importance of movement for overall well-being rather than aesthetic-driven fitness goals.
How brands can capitalize: Fitness brands offering mobility tools, workout gear, or specialized fitness programs can tap into this trend by partnering with influencers who embody functional fitness. Content such as workout tutorials, virtual fitness classes, and mobility-focused fitness challenges can inspire audiences to prioritize movement and holistic fitness routines.
9. Cold Exposure Therapy and Recovery Practices
Cold exposure therapy has seen a surge in popularity among health influencers, thanks to its purported benefits for inflammation reduction, immune support, and mental resilience. Influencers are showcasing practices like ice baths, cryotherapy, and cold showers as part of their recovery and wellness routines. Paired with other recovery techniques such as massage guns, infrared saunas, and stretching routines, cold therapy has become a go-to trend for recovery and mental toughness.
How brands can capitalize: Brands in the recovery space, whether they offer cryotherapy services, recovery tools, or supplements, can team up with influencers to demonstrate the effectiveness of their products. Influencer collaborations that involve live demonstrations, cold therapy challenges, or recovery routines can captivate audiences looking for ways to improve recovery and overall health.
10. Adaptogens and Natural Supplements
Adaptogens, such as ashwagandha, ginseng, and reishi mushrooms, are natural herbs and compounds known for helping the body adapt to stress and restore balance. Health influencers are increasingly promoting adaptogens and other natural supplements as part of their wellness routines. Whether in smoothies, teas, or supplements, influencers are incorporating adaptogens into their daily routines and sharing the potential benefits for reducing stress, enhancing energy, and supporting overall well-being.
How brands can capitalize: Brands specializing in adaptogens and natural supplements have a prime opportunity to work with health influencers to promote their products. Influencers can create educational content around the science of adaptogens, share personal experiences, and show followers how to easily integrate these products into their lifestyles.
How Brands Can Leverage These Trends Through Influencer Marketing
With the increasing visibility of health and wellness influencers, brands have the chance to tap into these growing trends by aligning themselves with the right creators. Influencer marketing provides a powerful avenue for brands to authentically connect with health-conscious consumers, using influencers as trusted advocates for their products.
Health influencers build their platforms on trust and authenticity, making them valuable partners for brands looking to build relationships with their target audience. Whether it’s plant-based nutrition, mental health advocacy, or sustainable living, health influencers can help brands convey their message in a way that resonates with a broad and engaged audience.
Open Influence: Your Partner in Influencer Marketing Success
At Open Influence, we specialize in helping brands connect with the perfect influencers to build strong marketing campaigns tailored to the latest wellness trends. Our team is dedicated to managing every facet of the creator campaign process, from campaign ideation and strategy to influencer selection, execution, and performance tracking.
We understand that creating a successful influencer marketing campaign requires more than just pairing brands with influencers. That’s why we focus on cultivating authentic relationships between influencers and brands, ensuring that campaigns not only reach target audiences but also drive measurable results.
Whether you’re looking to promote your new plant-based product, wellness app, or eco-friendly brand, we’ll help you design an influencer marketing strategy that aligns with your goals and resonates with your audience.
Studio OI: Elevating Your Content Creation
In addition to our influencer marketing services, Open Influence also offers Studio OI, a suite of services designed to support influencer content creation. With Studio OI, you have access to the tools and expertise you need to produce high-quality, engaging video content that makes an impact. From concept development to post-production, our team ensures your content is both visually compelling and aligned with your brand’s message.
Looking to Partner With Health and Wellness Influencers? Contact Open Influence to Get Started
The wellness industry is booming, and health and wellness influencers are leading the charge by promoting trends that resonate with today’s consumers. From plant-based diets to digital detoxes, these trends represent an opportunity for brands to engage with health-conscious audiences and build deeper connections through influencer marketing.
If you’re a brand looking to partner with health and wellness influencers to launch your next influencer marketing campaign, contact us here at Open Influence to get started or to learn more about our work. We’ll help you craft a strategy that not only reflects the latest wellness trends but also drives real results. Let’s work together to create a campaign that inspires and empowers your audience to live healthier, more fulfilling lives.
By tapping into the expertise of health influencers and the creative capabilities of Studio OI, we’ll ensure that your brand stands out in the ever-evolving wellness landscape.
FAQs
Health and wellness influencers create a variety of content, including product reviews, tutorials (e.g., workouts or meal prep), wellness routines, motivational posts, and educational content. They also engage with their followers through live sessions, challenges, and Q&As to offer real-time advice and insights on their wellness journeys.
Yes, health and wellness influencers often collaborate with multiple brands, as long as the partnerships align with their personal brand and values. However, influencers are typically selective about the brands they endorse, ensuring that they maintain credibility and authenticity with their audience. Over-promotion or working with competing brands can dilute trust, so influencers tend to carefully manage their partnerships.
Health influencers tend to collaborate with brands that align with their personal values, wellness philosophy, and the needs of their audience. They prioritize authenticity and often look for products or services that they would personally use or endorse. Many influencers also seek partnerships that align with their goals of promoting sustainability, mental wellness, or healthy living.
To choose the right health and wellness influencer, a brand should look for influencers whose audience and values align with their product or service. Consider the influencer’s engagement rate, content style, authenticity, and the relevance of their audience to the brand’s target market.
Working with an influencer marketing agency, like Open Influence, can also help brands identify the perfect match based on campaign goals and audience demographics.
