The state of wellness on the social web
- 1. 1 OF THE STATE WELLNESS On the social web www.wellnesshub.io
- 2. 2 Linkfluence teamed up with the Wellness Hub to provide a comprehensive understanding of the state of the Wellness ecosystem from a social listening perspective. How is Wellness talked about? By which types of key players? What are the key drivers of conversation? What industries & companies are the best in class How can more brands harness the trend? CONTEXT & OBJECTIVES
- 3. 3 CONTEXT & OBJECTIVES TIMEFRAME 01/05/2018 - 31/03/2019 PLATFORMS Twitter, Facebook, Instagram, Youtube, Google+, websites, media, comments, review sites, forums and public content only FILTERS Semantic queries on Wellness France & US METHODOLOGY
- 4. 4 WELLNESS, A VIBRANT TOPIC ON SOCIAL
- 5. 5 HEALTH TRIGGERS MILLIONS OF CONVERSATIONS ON THE SOCIAL WEB conversations about Health on the English, French & Chinese* social web *Chinese conversations only for context purposes. They will not be analysed in this report. 210M WELLNESS
- 6. 6 WELLNESS ACCOUNTS FOR 40% OF THESE CONVERSATIONS conversations about Wellness on the English, French & Chinese* social web 85M *Chinese conversations only for context purposes. They will not be analysed in this report. WELLNESS
- 7. 7 EVERY MINUTE ON THE SOCIAL WEB 162 conversations about Wellness are exchanged* *English, French & Chinese WELLNESS
- 8. 8 WELLNESS A GLOBAL TOPIC 5.26Bn* Estimated number of users exposed to conversations about Wellness. *English, French Not deduplicated
- 9. 9 CONTEXT & OBJECTIVES FRANCE VS THE UNITED STATES
- 10. 10 WELLNESS IS A MAJOR TOPIC IN THE US posts about Wellness posts about Wellness 703K 3,2M > FRANCE / US
- 11. 11 AND ALSO IN FRANCE = posts about Wellness per 100K population posts about Wellness per 100K population 1K1K FRANCE / US
- 12. 12 HUBS OF CONVERSATIONS ABOUT WELLNESS ARE IN MAJOR CITIES Chicago 3rd 1st New York 2nd Los Angeles Paris Bordeaux Lyon 1st 3rd 2nd FRANCE / US
- 13. 13 USER GENERATED CONTENT IS MOSTLY DRIVEN BY WOMEN, EVEN MORE SO IN FRANCE In the United States, 60% of user generated content is posted by women & 40% by men In France, 66% of user generated content is posted by women & 34% by men *Based on data in which gender have been detected FranceUnited States FRANCE / US
- 14. 14 USER GENERATED CONTENT IS MOSTLY DRIVEN BY WOMEN, EVEN MORE SO IN FRANCE *Based on data in which age & gender have been detected 25% 20% 15% 10% 5% 0% 10% 00% 00% -10% -20% 35 - 44 y-o 18 - 24 y-o 55 - 64 y-o 65 + y-o 13 - 17 y-o 45 - 54 y-o 25 - 34 y-o France Breakdown of users by age Breakdown of users’ gender by age & country 13-17 18-24 25-34 35-44 45-54 55-64 65+ US woman man FRANCE / US
- 15. 15 CONVERSATIONS ABOUT WELLNESS IN FRANCE & THE US SHOW TWO DIFFERENT PATTERNS In the US, technology & startups play a major role within the Wellness ecosystem* *AI-driven topic detection related to wellness In France, Wellness is both a lifestyle & a health issue before anything else and farming is key* FRANCE / US
- 16. 16 CONTEXT & OBJECTIVES 5 KEY LEARNINGS ABOUT THE STATE OF WELLNESS ON THE SOCIAL WEB
- 17. 17 CONTEXT & OBJECTIVES WELLNESS IS NOT A FAD, IT’S A MEGA-TREND
- 18. 18 May-18 June-18 July-18 August-18 September-18 October-18 November-18 December-18 January-19 February-19 March-19 April-19 500 000 450 000 400 000 350 000 300 000 250 000 200 000 150 000 100 000 50 000 00 mention / month breakdown per country WELLNESS IS EXPERIENCING A STEADY GROWTH ON SOCIAL +7% in France +12% in the US +11% in France +37% in the US +11% in France +22% in the US GROWTH
- 19. 19 SOCIAL MEDIA DRIVES THE WELLNESS TREND ON BOTH MARKETS Blogs OtherMediaFacebook TwitterInstagramMay-18 June-18 July-18 August-18 September-18 October-18 November-18 December-18 January-19 February-19 March-19 April-19 500 000 450 000 400 000 350 000 300 000 250 000 200 000 150 000 100 000 50 000 00 mentions / month breakdown by platforms GROWTH
- 20. 20 61% OF THE CONTENT ABOUT WELLNESS IS VISUAL GROWTH
- 21. 21 CONVERSATIONS ARE ALSO DRIVEN BY 4 PROFILES OF INFLUENCER Estimated reach / post Estimated number of users exposed to conversations about Wellness. Celebs >1M followers Macro influencers 100K – 1M followers Medium influencers 10K – 100K followers Micro influencers 1K - 10K followers Celebs >1M followers Macro influencers 100K – 1M followers Medium influencers 10K – 100K followers Micro influencers 1K - 10K followers 243K 58K 3,4K 208 2% 2% 8% 17% Engagement rate Engagement actions / estimated reach GROWTH
- 22. 22 CONTEXT & OBJECTIVES 7 HOLISTIC NEEDS DRIVE CONVERSATIONS ABOUT WELLNESS
- 23. 23 Health Love & self-love StressMental health Self-actualization Aesthetics Happiness THE 7 MACRO-NEEDS THAT DRIVE CONVERSATIONS ABOUT WELLNESS CONTEXT & OBJECTIVES
- 24. 24 Mental health Self-actualization Aesthetics 40% 30% 20% 10% 0% Stress - Peace of Mind Happiness Love & Self Love Health HEALTH IS KEY IN THE US, WHILE THE SEARCH FOR HAPPINESS IS MORE OF A DRIVER IN FRANCE HOLISTIC NEEDS
- 25. 25 HEALTH, A TRANSVERSAL NEED Louis_HK @autrement_votre Ingrid H. @inhasens06 Kristen Jakobitz @kristenjakobitz Mental health Self-actualization Aesthetics Stress - Peace of Mind Happiness Love & Self Love Health 40% 30% 20% 10% 0% On Instagram, Holistic Health is THE major trend. The idea that the body, mind, emotions & spirit are interdependent, that naturality is key & that treating the causes of a problem is better than treating the symptom. Healthy eating, aromatherapy, meditation, yoga, positive thinking… all of these are part of the Holistic Health toolbox. HOLISTIC NEEDS
- 26. 26 AESTHETICS: EXPLORING BEAUTY NORMS Mental health Self-actualization Aesthetics Stress - Peace of Mind Happiness Love & Self Love Health 40% 30% 20% 10% 0% From a healthy to a pleasing body: on Instagram, conversations about aesthetics are driven by 2 key communities: Fitness & Cosmetic Surgery. In total opposition to the two, the Body Positivity community challenges these beauty norms to empower consumers. HOLISTIC NEEDS
- 27. 27 LOVE & SELF-LOVE: THE MOST UNIVERSAL EMOTION … Mental health Self-actualization Aesthetics Stress - Peace of Mind Happiness Love & Self Love Health 40% 30% 20% 10% 0% Self-love is a major trend among the Wellness community. To quote celebrity RuPaul Andre Charles: “If you can’t love yourself, how the hell are you gonna love somebody else?”. An idea well accepted & shared on social, both in the US & in France. HOLISTIC NEEDS
- 28. 28 STRESS: A CRUCIAL ISSUE N=508K posts Nutrition & food supplements Exercise Breathing techniques Yoga Journalling Massage Aromatherapy Acupuncture HipnosisMindfullness Most popular stress relief techniques 26% 16% 15% 14% 9% 8% 6% 3% 2% 1% Mental health Self-actualization Aesthetics Stress - Peace of Mind Happiness Love & Self Love Health 40% 30% 20% 10% 0% Mindfulness, Yoga, Hypnosis, Aromatherapy… Stress management is essential in Wellness in both the US & France. Nutrition & supplements, alongside mindfulness, exercise, breathing techniques & yoga are the most conversational stress relief techniques used. HOLISTIC NEEDS
- 29. 29 THE SEARCH FOR HAPPINESS... … Mental health Self-actualization Aesthetics Stress - Peace of Mind Happiness Love & Self Love Health 40% 30% 20% 10% 0% … appears to be an ongoing process. On social, gurus, influencers & life coaches post inspiring quotes fuelled with positive thinking & gratitude to empower people. HOLISTIC NEEDS
- 30. 30 MENTAL HEALTH: A NEGLECTED SIDE OF HEALTH? Kim Kardashian West @KimKardashian Elaine Leen @ELeen_Impacts4 Mental health Self-actualization Aesthetics Stress - Peace of Mind Happiness Love & Self Love Health 40% 30% 20% 10% 0% Mental health is no longer taboo. Anxiety, depression, burnout… Those health issues are tackled in the US while in France awareness is just starting to be raised, especially in the HR sphere. HOLISTIC NEEDS
- 31. 31 SELF-ACTUALIZATION & SPIRITUALITY: A REAL TREND IN THE US One Commune @OneCommune The Gold T ao @thegoldtao Mental health Self-actualization Aesthetics Stress - Peace of Mind Happiness Love & Self Love Health 40% 30% 20% 10% 0% The search for purpose has gained increasing popularity on social. People are trying to explore new forms of spirituality, especially in the US, such as the Tao and even Earthing. HOLISTIC NEEDS
- 32. 32 CONTEXT & OBJECTIVES FOOD & DRINK, BEAUTY & FITNESS, KEY DRIVERS OF WELLNESS THAT COULD BE HARNESSED BY COMPANIES
- 33. 33 FOOD & DRINK, THE BIGGEST CATEGORY IN THE WELLNESS COMMUNITY Food appears to be the driving force of Health & Wellbeing. Healthy eating drives conversations about health. It highlights the ongoing war on processed foods & obesity, which follows Hippocrate’s famous quote: “Let food be thy medicine and medicine be thy food.” Most of the conversations about Food & Drink revolve around informational content to empower consumers, inspirational & instagrammable content & sponsored content. Conversations are lead by influencers, but many brands with a clear positioning have also harnessed the trend: food supplement brands such as Onnit (US) or Foodspring (FR), food companies such as Danone but even skincare brands such as Yonka (FR / US). CONTEXT & OBJECTIVES
- 34. 34 BEAUTY IS DEEPLY LINKED TO SELF-CARE Most of the conversations about beauty are centered around self-care & pampering, but also natural & holistic beauty. Beauty is not just about makeup anymore, consumers are increasingly aware of the importance of skincare, but also about the impact of their eating habits & lifestyle. Men represent a key demographic: In the US, 26% of user generated content about Beauty is produced by men, 19% in France. And numbers keep growing (+103% in Q1 2019 compared to Q4 2018 in the US & +16% in France). Some brands such as Horace (FR) target men while focusing on Wellness & naturality. Skincare brands have a strong presence, such as Skinceuticals, Aveda, Lush Cosmetics, Yves Rocher, The BodyShop or even GOOP but also makeup brands such as MAC Cosmetics, Glossier, Huda Beauty or Sephora. BEAUTY
- 35. 35 FITNESS & SPORTS: BECOMING THE BEST VERSION OF ONESELF Yoga 19% Cardio training 24% Strength training activites 57% Fitness & sports conversations are mostly focused around 3 types of activities: strength training (crossfit, bodybuilding), yoga & cardio training (cycling, running etc.) Among the most conversational brands are: sports studios / concepts such as Crossfit, SoulCycle (US), LesMills or Episod (FR), but also sports apparel & fashion such as LuluLemon, Nike, Adidas & Calvin Klein. FITNESS
- 36. 36 CONTEXT & OBJECTIVES WELLNESS TRAVEL IS A KEY TREND & IS HERE TO STAY
- 37. 37 TRAVEL EXPERIENCES & INSTAGRAMMABILITY FIRST Wellness travel, such as Wellness retreats, is a growing trend within the Wellness community despite a low level of conversation (1% of the conversations about Wellness). Conversations are driven by media such as Vogue Magazine, but also Travel Tech companies such as Expedia, Airbnb, VeryChic, TripAdvisor or even VoyagesPirates.
- 38. 38 TECH TECH & INNOVATION: AN UNDERPERFORMING TOPIC THAT WILL KEEP GROWING
- 39. 39 TECH4WELLNESS, A GROWING TREND Technology & innovation in association to wellness in France and in the US. May-18 June-18 July-18 August-18 September-18 October-18 November-18 December-18 January-19 February-19 March-19 April-19 45 000 40 000 35 000 30 000 25 000 20 000 15 000 10 000 5 000 00 Average quarterly growth: +12% TECH
- 40. 40 A FIELD OF OPPORTUNITIES Tech4Wellness is a growing topic. In the US it accounts for over 10% of the global conversations about Wellness. Countless startups such as HIMS & HERS, WTHN, Wisdo and many more tackle the holistic topic that is Wellness, from different angles: beauty, stress & health, mental health etc. In France however, Tech & Innovation only accounts for 5% of the conversations about Wellness. Few startups or brands appear to have harnessed this growing topic, except for meditation apps (Mind, Petit Bambou) or corporate Wellness startups such as HappyTech, GoalMap or Gymlib. TECH
- 41. 41 CONTEXT & OBJECTIVES 5 RECOMMENDATIONS FOR BRANDS
- 42. 42 CONTEXT & OBJECTIVES A FIELD OF OPPORTUNITIES BUILD YOUR COMPANY & BRAND AROUND WELLNESS VALUES OFFER HOLISTIC EXPERIENCES TO CONSUMERS LEARN FROM SOCIAL DATA AND BUILD ONLINE COMMUNITIES ENHANCE CUSTOMER EXPERIENCE THROUGH TECHNOLOGY & SERVICES INNOVATE AND PARTNER WITH ENTREPRENEURS & STARTUPS TO STAY RELEVANT
- 43. 43 We are entrepreneurs on a mission to create and scale up a new generation of digital brands and services. We provide access to the best experts, technology & data partners and offer consulting services to our members to drive growth in France, US, China. www.wellnesshub.io PHILIPPE GARNIER FOUNDER [email protected] Visit our website
- 44. 44 CONTEXT & OBJECTIVES Paris 5, rue Choron 75009 Paris +33 180 400 800 New York 450 Park Avenue South New York NY 10016 Shanghai 上海昌平路68号 510-512室 近西 州路 Rm 512, 68 Changping Road, Shanghai +86 021 5836 3216 London 8 Devonshire Square, London, EC2M 4YF +44 203 5144 562 Düsseldorf Erkrather Straße 234b, 40233 Düsseldorf +49 211 547 634 0 San Francisco 575 Market Street, Floor 11 San Francisco, CA 94105 Singapore Capital Tower #12-01, 168, Robinson Road 068912 Singapore + 65 6340 7282