TikTok, the popular short-form content platform popular with Gen Z and Millennial consumers, recently debuted new resources to support well-being. These include new well-being guides, an expanded guide on eating disorders, expanding search interventions, and strengthening notices for search results.
In addition, the platform will host a week of in-app activities that will offer "suggested tools and resources for mental well-being, including content shared by a range of TikTok creators and independent experts to learn about and explore important well-being issues." TikTok also announced it will be featuring curated content from its partner organizations that explore and discuss important well-being issues. The aforementioned app programming will run until September 16th.
As well being continues to be an important aspect of overall health, we can expect more brands to launch similar initiatives.
Social Media Wellness Resources
TikTok Introduces New Resources to Support Well-Being
Trend Themes
1. Well-being Resources - Brands can develop specialized well-being resources to support their consumers' mental health needs.
2. In-app Mental Health Activities - In-app mental health activities can be developed by social media platforms to provide users with tools and resources for improving their well-being.
3. Partner Organization Feature - Social media platforms can partner with organizations that explore and discuss important well-being issues to feature curated content on their platforms.
Industry Implications
1. Social Media - Social media platforms can continue to develop tools and resources to support their users' mental health needs.
2. Wellness Industry - The wellness industry can expand into digital resources and platforms to support consumers with their mental health needs.
3. Marketing Industry - The marketing industry can help inform and create campaigns that raise awareness for the importance of mental health and well-being resources.