A recent study found a third of Gen Z use TikTok as their main source for health information. This is hardly surprising considering the platform has become a destination for screen time amongst young audiences, overtaking Google as the number one search engine. In an age of fake news, with misinformation spreading easily across social media, should we be concerned that young people are looking for their health advice on a platform filled with unvetted opinions? Or, is there an opportunity for health brands to take advantage of platforms like TikTok to change how Gen Z and Gen Alpha engage with their health?
#health
For context, this is a pretty big topic. Videos using #health on TikTok have accumulated over 85.6 billion views alone, and there are statistics to show that unqualified creators have almost five times as many views than those with qualifications.
The reason why a new generation uses TikTok for health insight is clear – the platform is really quite good. From a design perspective it is simple to navigate. The app is set up well to search, with keywords landing users on visually compelling content that is easy to scroll through, while headlines – designed as hooks – summarise the content in a second.
Unqualified creators aren’t getting more views because they have a wealth of untapped knowledge – it’s because they’ve mastered the art of creating compelling and engaging content. Once users click on a video, they are often met by dynamic speakers who have learnt how to keep the viewers attention. Getting views is literally their job and as a monetised platform, creators are well rewarded for their efforts.
Cut through the noise
As there is data to suggest 98% of videos under top health hashtags on Tiktok are considered misleading, trusted and qualified professionals need to galvanise audiences more than ever. There is a real opportunity to rethink the information brands in the healthcare space share on social media platforms that are favoured by younger generations. Health brands can work with brand experts on this, from creating visual assets to defining a tone of voice in a digestible way for a modern world and modern audience. Users won’t always know the difference at face value; the trusted content must be as visually compelling, as well written and as engaging as the untrusted alternative. If you understand the rules of the platform and the values of this generation, there is a limitless potential for reach.
Tap into the trends
Men’s mental health brand Hims is nailing this. Online they’re a contemporary, minimal supplement brand, but by understanding the power of TikTok, they have flexed their brand and translated their purpose, resulting in engaging how-to videos, trending content styles and digestible tips – gaining 7.5 million likes along the way.
We’re currently working alongside VJJ Health, a women’s supplement company that protects the vaginal microbiome with their own innovative probiotic. Gen Z consumers are often well aware of the supplements available to them, however their purchasing decisions align closely with their lifestyle. Products in this category have traditionally been prescription-based or focused on being discrete, a cycle of taboo VJJ wanted to break with an empowering image and brand strategy.
We set about positioning VJJ as a beacon of empowerment through the brand idea of ‘science, shared’. Defying any notions of laborious scientific lectures, instead replacing it with real talk. Still at the start of their Tik Tok journey, we have worked with VJJ to establish a unique tone that understands the value their products bring to women while leveraging the content styles Gen Z is familiar with.
An important aspect of their work is breaking the taboo around vaginal health, something we translated as a core part of their social media strategy. We created vox pop style street interviews, asking members of the public questions like ‘how comfortable are you talking about your vaginal health?’ and ‘do you know the symptoms of a UTI?’. In doing this, the brand delivers trending style content with digestible digital content to spread their message.
This style of video content that presents itself as natural and informative as possible is becoming a popular way to connect with a new wave of consumers. We’re working with a collagen brand that challenges conventions of the industry by providing a product at a dose that’s proven to work. As part of their brand storytelling, we created a series of videos for TikTok and Instagram with the founder breaking down myths that surround the collagen supplement sector, addressing the spread of misinformation and offering wider health insights beyond their own product. The content is factual and straightforward, positioning the brand as a credible source in their space, while the compelling content style feels new and trusted, but most importantly it commands attention.
Health brands need to advocate
Engaging content on social media that is delivered in a uniquely branded way allows health brands to show up with confidence while advocating for reliable health information to be made freely available. With new social media platforms comes shifts in online behaviour, which is something health brands need to responsibly embrace.
Searching for answers to health problems on TikTok will likely continue. If healthcare brands want to really connect with a new wave of consumers, they need to invest in long term strategies that help them shoulder the responsibility of circulating factual information made easily accessible in a digital world.
By Jay Topham, Co-founder and Creative Director at brand consultancy Unfound Studio.
