Member-only story
Should the healthcare industry take TikTok more seriously?
Why the various health and dental trends on TikTok point to new consumer behaviours and opportunities for health and wellness brands
TikTok is no longer just about dance challenges and funny videos. The video-sharing platform has amassed a massive global user base, with over 1.1 billion monthly active users as of 2023. In the UK, monthly users amount to in excess of 23 million.
The platform’s appeal is particularly strong among younger audiences, making it a potential goldmine for industries seeking to engage with this demographic. According to DataReportal’s 2022 report, in the US Gen Z individuals spent around $150 billion on items they discovered on TikTok, while Millennials splurged about $200 billion.
Over time, TikTok has also become a hub for health and wellness trends, which I believe provide great insights into emerging consumer behaviours and highlight incredible opportunities for the health and wellness industries, in particular, to tap into this vast and engaged audience.
The rise of healthcare trends on TikTok and why there is space for quality content that can be trusted
