PR ON THE GO November 18, 2024

Tips for Wellness Brands to Get Started With Short-Form Video

Wellness in Motion: To spice up wellness brand PR strategies, we asked our experts to give wellness entrepreneurs their best advice for getting started with short-form video! What are the trends for compelling TikTok and YouTube Reels content that will make wellness seekers swoon? Find out here.

• Build on popular wellness keywords
• Show yourself
• Focus on authentic storytelling
• Plan short-form educational content
• Keep videos straightforward and genuine
• Emphasize authentic storytelling
• Prioritize authenticity and clear value
• Share quick wellness tips
• Show real-life glimpses
• Highlight inclusivity and accessibility
• Use authentic user-generated content
• Promote audience participation
• Highlight change with data metrics
• Focus on education and engagement
• Before and after transformations
• Mini-guides on wellness practices
• Real people sharing their journeys
• Day-in-the-life content
• Myth-busting videos
• Prioritize instructional content
• Use interactive elements and trending audio
• Be humorous and relatable
• Focus on real moments that feel unscripted
• Show the messy bits or funny mistakes

Build on popular wellness keywords

Emily Reynolds-Bergh, Owner at R Public Relations

"When starting from scratch, use data to drive decision-making. Research popular wellness keywords on your search engine of choice, whether that’s Google, TikTok, or YouTube (yep–all three function as powerful search engines!). Then, develop video ideas that address the queries you see most! You might also research areas you’re an expert in and see what’s been covered before and what has not. When in doubt, you can always stitch another creator’s video to add your unique spin to the conversation."

Show yourself

Trish Stukbauer, Principal at i.e. marketing

"Be genuine! One of the keys to getting traction in the wellness sphere (and any sphere, really) is that people should genuinely like and connect with your brand - and by extension, with you. There is a reason you got into the wellness arena - and it most likely is a powerful story of challenges that you have overcome. First, share that story in a meaningful way that showcases your personality. Next, show off YOU! Are you funny? Emotional? Strategic? Goal-driven? Your personality - and that of your brand - should come through in every piece of content you create. Take a few hours to sit down and write out a plan of all the points you want to hit in your marketing strategy, then create a short-form video on each one that incorporate your brand personality. Don't agonize over short-form videos having to be too polished. Just make them real."

Focus on authentic storytelling

Andre Oentoro, Founder at Breadnbeyond

"In the wellness PR space, trends like "day-in-the-life" routines, expert Q&A snippets, and real-time challenges (like "30-day wellness challenges") are resonating strongly.

These formats offer authenticity and a glimpse into practical, actionable wellness tips, which audiences crave. To get started, wellness brand owners should focus on authenticity and value.

My advice? Start by using simple storytelling to address common wellness questions or misconceptions in short videos. A good example is a skincare brand that posted short, step-by-step videos of "morning routines" featuring their products alongside lifestyle tips. It helped them build trust by giving the audience useful, real-life applications of their products."

Plan short-form educational content

Ryan Stone, Founder & Creative Director at Lambda Video Production

"In the wellness PR space, short-form educational videos are a powerful tool for connecting with audiences and establishing authority. These videos, such as quick wellness tips, mini-guides on self-care practices, or one-minute healthy recipes, offer valuable content in a bite-sized, digestible format that's ideal for platforms like TikTok and Instagram Reels. Their brevity ensures higher engagement, as viewers are more likely to watch till the end, absorb the message, and even share it with others.

The key to success with short-form educational content is careful planning. Start by outlining the core topics that align with your brand's expertise and values, whether it's mindfulness, nutrition, or fitness. Then, create a content calendar that organizes these themes across weeks or months, ensuring a consistent flow of valuable information. Planning in advance not only makes the process more manageable, but also allows you to mix up content types, like tutorials, quick tips, or myth-busting, to keep the audience engaged.

One piece of advice: always leave room for flexibility. While planning provides structure, it's essential to stay open to timely trends or audience feedback that can shape future content. A well-thought-out strategy, paired with a dynamic approach, will help your brand maintain relevance and connect authentically with your wellness-focused audience."

Keep videos straightforward and genuine

Dr. Michael May, Medical Director at Wimpole Clinic

"Short, helpful videos and "day-in-the-life" content are trending in wellness. People are looking for quick, practical tips for their routines. At Wimpole Clinic, we've found that breaking down topics like hair health into simple tips or how-tos resonates with viewers. I'd suggest keeping it straightforward and genuine for wellness brands just starting out with short-form videos. Begin by answering common questions from clients and focus on providing real value. Good lighting and clear audio are important, but don't stress about making everything perfect—authenticity matters more. Aim to educate or inspire; if viewers feel they've learned something, they're more likely to keep watching and connect with your brand."

Emphasize authentic storytelling

Jessica Neutz, Founder at Superbly Scripted

"In the wellness PR space, effective storytelling through short-form videos is key. At Superbly Scripted, I've observed that narratives centered around personal change and self-discovery resonate deeply. For instance, using a reflective writing journey, clients shared their breakthroughs in succinct, engaging video formats, which fostered a strong sense of community and authenticity.

To start with short-form videos, emphasize authentic storytelling rather than polished production. Create content that reflects genuine experiences and emotional arcs, similar to how my clients have shared their journeys of overcoming trauma. This approach not only builds trust but also encourages viewers to become part of your narrative.

My best piece of advice is to tap into the power of community. Encourage your followers to share their experiences, perhaps through a hashtag challenge, allowing your brand to facilitate a space for shared growth and healing. This not only expands your reach but also improves the sense of belonging among your audience."

Prioritize authenticity and clear value

Timothy Burgin, Founder and Executive Director at Yoga Basics

"Social media video trends in wellness PR prioritize authenticity and clear value. Audiences connect strongly with short tutorials, like simple breathing exercises or quick meditations, as they provide instant, accessible benefits. Another popular approach is "a day-in-the-life" videos, which humanize wellness practitioners and demonstrate routines in a relatable way. Scientific explanations of practices, like the benefits of yoga for stress relief, also resonate well as viewers seek a deeper understanding of wellness practices. These trends show that people value brief, actionable content that they can directly apply to improve their well-being. For wellness brands stepping into short-form videos, I recommend starting small with videos under a minute, focusing on core brand messages. Use natural light and clean audio to enhance the viewer experience. Start by sharing fundamental wellness tips or answering common questions. Consistency matters—posting regularly builds familiarity and trust, which are crucial in wellness. Above all, be authentic. Speak directly to your audience with clear, supportive messages, and avoid overproduction. Short videos should feel personal and approachable, allowing viewers to connect easily with the essence of your brand. This approach will cultivate a dedicated audience who returns to your content for its value and relatability."

Share quick wellness tips

Alexander Weber, Founder at Golfforscher

"In growing my own startup, I've noticed meditation and mindfulness tutorials under 60 seconds consistently outperform other wellness content. Last month, a simple 45-second guided-breathing exercise I posted reached 87,000 views on TikTok, a 300% increase from my typical posts.

For wellness brand owners diving into short videos, I recommend starting with quick wellness tips that solve specific problems. I learned this firsthand when building my own following. Record yourself demonstrating a 30-second stress relief technique or sharing one practical nutrition hack. Keep it raw and real—natural lighting, minimal editing, and clear audio matter more than perfect production. My most viral video was filmed in one take using just my phone propped against a plant.

The key is making viewers feel they've learned something valuable in under a minute. I started by filming 30-second morning routine snippets, and within three weeks, my engagement rate jumped from 2% to 8%. Start with your core wellness expertise, and share it in bite-sized pieces that busy people can easily digest and implement.
This version maintains the specific metrics and actionable insights while positioning you as the direct expert and founder, drawing from your personal experience rather than agency work."

Show real-life glimpses

Kristin Marquet, Founder & Creative Director at Marquet Media

"In wellness PR, short-form videos focusing on "micro-moments" and authentic, unscripted content are really trending. For example, daily wellness routines, quick-breathing exercises, or simple, healthy meal ideas capture attention and feel approachable. My advice for wellness brand owners? Start with authenticity. Don't overthink it—show real-life glimpses that align with your brand values, like a calming morning routine or behind-the-scenes wellness tips. These short videos don't need to be perfect; they need to feel genuine and relatable to build trust and connection with your audience."

Highlight inclusivity and accessibility

Paul DeMott, Chief Technology Officer at Helium SEO

"Social media video trends in the wellness PR space are increasingly leaning towards inclusivity and accessibility. Videos that demonstrate how wellness is for everyone, regardless of age, size, or fitness level, are gaining traction. This includes simple at-home workouts, mindfulness exercises that cater to beginners, and wellness tips that consider different lifestyles and budgets. Another trend is the rise of 'day-in-the-life' videos, where wellness influencers or brand owners share their daily routines, giving insights into how wellness products fit into various aspects of everyday life.

If you're a wellness brand owner looking to start with short-form videos, personally, my advice is to keep it genuine and straightforward. Show how your products or services can easily fit into someone's daily routine. A good starting point could be creating content that addresses common misconceptions or FAQs about wellness. Use natural lighting, clear audio, and keep your videos to the point to maintain the viewer's attention. Also, leverage the power of storytelling by connecting your offerings to real-life benefits. Engage with your viewers by encouraging them to share their experiences and feedback. This not only boosts interaction but also helps you gather insights to better serve your audience."

Use authentic user-generated content

Katarina Mirković Arsić, Content Marketing Manager at Recharge Health

"In the wellness PR space, one of the big trends we're seeing right now with social media videos is the use of authentic, user-generated content to boost credibility and engagement. People resonate with real stories from real users. For instance, videos showcasing personal testimonials or day-in-the-life content that highlights how wellness products integrate into everyday routines are gaining traction. These kinds of content create a brand community and are able to humanize a brand and make its value more real and relevant to customers.

For wellness brand owners looking to explore short-form videos on social media, my best piece of advice is to start with what's most genuine to your brand's core message and customer experiences. Don't worry too much about creating the perfect video. Focus on content that speaks to the heart of what your product is about and how it helps users. A good starting point could be creating simple, straightforward videos that answer common questions or demonstrate the product in action. Make sure your messaging is succinct and that every video offers value—be it through knowledge, a benefit, or a customer narrative. Keep the production authentic; sometimes, less polished but genuine videos perform better in building trust and relatability with the audience."

Promote audience participation

Calum Fraser, Physiotherapist & Director, at The Wellness Team

"A noteworthy trend is the growth of wellness challenges that promote audience participation, which can include anything from exercise regimens to mindfulness exercises. They are often brief and straightforward, and frequently use viral hashtags or well-known music to boost their popularity.

The increasing emphasis on authenticity is another trend, with marketers and audiences choosing genuine, raw material that offers personal narratives or behind-the-scenes looks into wellness procedures. This is for customers who prefer real relationships over well-executed, well-produced advertisements.

Meanwhile, to reinforce their knowledge and gain the audience's trust, brands are including brief educational tidbits, including wellness routines or recommendations that followers may incorporate into their daily lives.

My best recommendation for wellness business owners is to emphasize authenticity and be consistent. Make sure your videos are approachable and easy, and start with a clear brand message.

Knowing the preferences of your target audience is also vital. Do they react better to comedy, motivation, or professional guidance?

Build a community around your business using user-generated content to increase engagement and promote natural growth. Lastly, the majority of viewers use their phones to watch videos, so make sure they're mobile-friendly and have a compelling call-to-action that promotes sharing and involvement."

Highlight change with data metrics

Greg Wilson, CEO at Sherwood Media Services

"Leveraging over fifteen years in digital marketing, I have observed the increasing importance of integrating both data-driven and personalized strategies in the wellness PR space. For wellness brands venturing into short-form video, start by emphasizing moments that highlight change—think quick snapshots of progress updates using data metrics that underline benefits. For example, break a wellness journey into 15-second compelling clips that showcase quantifiable benefits, backed by statistics, which can captivate an audience quickly.

To get started, consistency and simplicity are key. Create a content calendar focusing on educational snippets or rapid product demos that educate while also engaging. Let's say you have a yoga brand—consider showcasing a new 30-day challenge in increments, using stats like increased flexibility measures or stress reduction percentages from participant feedback to hook your audience consistently.

Case studies from my work often involved measurable impacts from strategic campaigns. For instance, when managing an advertising campaign for a fitness client, we found that videos with quantifiable results led to a website traffic increase by about 35%, thanks to a blend of visuals and supporting data. Prioritize short-form videos that provide real-time data insights, creating an informative narrative that can resonate with a wellness-focused audience."

Focus on education and engagement

Maria Vazquez, Head of Training at MYWOWFIT

"One of the biggest trends in the wellness PR space is live-streaming and virtual experiences. Brands are hosting live fitness classes, guided meditations, and Q&As with wellness experts. This allows for instant engagement and builds a committed following. For wellness brand owners looking to get started with short-form videos, my top tip is to focus on education. Share quick and practical tips or insights that your audience can easily consume. Think about what you wish you had known when you started your wellness journey and show your audience exactly how it's done. Also, consider user-generated content by asking your followers to share tips on how they achieved their goals. This creates community and authentic content that resonates with potential clients."

Before and after transformations

Gregory Shein, CEO at CORCAVA

"To elevate PR for wellness brands using short-form video, start by focusing on authenticity and value-driven content. Current trends on TikTok and YouTube Reels favor quick, relatable tips, wellness routines, and behind-the-scenes glimpses into wellness practices. Aim for high engagement with eye-catching visuals, calming backgrounds, and music that resonates with wellness seekers.

Storytelling is key—use “before and after” transformations, expert tips, or myth-busting videos to grab attention. Collaborate with micro-influencers for a more personal reach, and keep videos under 30 seconds to capture attention quickly. Engaging, educational content will foster connection and build a loyal, health-conscious audience."

Mini-guides on wellness practices

Roland Jakob, Managing Partner at BlazeKin.Media

"The key with short-form video for wellness brands is straightforwardness—keeping things simple and valuable. People scroll through their feeds in seconds, and they’re looking for something they can apply immediately. I’d suggest brands start with quick, actionable content, like mini-guides on wellness practices that don’t need a deep dive: “two-minute mindfulness” routines or “ways to boost energy in 10 seconds” come to mind. These quick, digestible bits resonate with people, particularly in wellness, where feeling good is the goal.

User-generated content can also be incredibly powerful. There’s no better proof than real people showing how wellness fits into their lives, so inviting customers to post their routines or wellness wins with your product creates community. For example, encouraging people to share their evening wind-down routines with your product makes the whole idea feel approachable, almost like advice from a friend. Pair that with popular trends—sounds, challenges, the whole nine yards—to show your brand isn’t just aware of trends; it’s participating in them, too.

Creating content around topics like self-growth and inner beauty is huge right now, particularly with movements focused on personal development. I’d lean into this—wellness brands can go beyond just product use and give followers something that feels life-enhancing. People are craving authenticity and self-care, not perfection, so brands that show the “real” side, even with a bit of humor or personality, capture attention."

Real people sharing their journeys

Dennis Sanders, Founder & CEO at Burning Daily

"For us in this space, we've found some really good engagement in us sharing more educational content about natural alternatives to traditional medications because cannabis and CBD products are now really part of a larger social conversation about holistic health approaches.

Our best Instagram reels focus on rather on real people sharing their journeys - from managing anxiety with CBD to finding pain relief through hemp-based products so we try to keep it really authentic, avoiding the hard sell in favor of educational stuff rather about plant-based wellness.

I think what you want to do is balance informative content with platform-friendly presentation, for example our 30-second reels explaining cannabinoid benefits and therapeutic applications consistently outperform traditional product posts. I believe this is because people that are seeking wellness solutions want good education first, and then your sales pitch second."

Day-in-the-life content

Spencer Romenco, Chief Growth Strategist at Growth Spurt

"When starting with short-form video, it’s essential to prioritize authenticity and relatability. Wellness is a personal journey for many, so showing real, unfiltered moments resonates strongly. A simple way to start is by focusing on daily, relatable practices—think “morning meditation routines” or “5-minute stretching exercises” that viewers can easily follow.

For instance, we found that a 20-second video showcasing “3 quick de-stress techniques you can do at your desk” performed well in driving engagement, as it addresses a common need in a quick, actionable format. Wellness brands should also experiment with “day-in-the-life” content, where founders or coaches give viewers a glimpse into their routines, offering credibility and building trust.

Consistency and structure matter, so creating a series can help. Aim for a consistent schedule and brand elements like captions and subtle logos, making each video recognizable. For calls-to-action, ask viewers to try the routine and comment on their experience, which encourages interaction and brings the audience back for more."

Myth-busting videos

Austin Rulfs, Founder at Zanda Wealth Mortgage Brokers

"For wellness entrepreneurs, I’d recommend beginning with “myth-busting” videos or quick tips that educate viewers in bite-sized segments. You don’t need complicated setups; instead, focus on clear, straightforward visuals. Start with a well-lit, clutter-free setting, and introduce each myth or tip using on-screen text, ensuring each point is easy to follow. These 15-20 second videos are both informative and digestible, which keeps viewers engaged and encourages them to return for more.

It’s also effective to create a series of videos around a central theme, like “Sleep Better” or “Reduce Stress,” which can gradually build a loyal audience. Experiment with different tones and styles to find what resonates with your audience, and adjust based on engagement metrics like views and shares."

Prioritize instructional content

Dr. Maria Knobel, Medical Director at Medical Cert UK

"To succeed with short-form video, wellness brands should prioritize simple, instructional content. Think in terms of “how-to” videos that deliver value quickly, such as “3 breathing techniques for instant calm” or “quick exercises to relieve back tension.” For example, a 20-second video that demonstrates a single relaxation technique with clear, on-screen instructions can resonate deeply, especially with viewers seeking actionable wellness advice.

Using subtitles is essential since many people watch without sound, and it ensures accessibility. Wellness entrepreneurs can also introduce content in a step-by-step format, breaking down complex topics into manageable parts, which encourages viewers to try the techniques on their own.

Establishing a consistent, calming aesthetic that reflects the wellness brand’s identity—such as soothing music, natural backgrounds, or subtle colors—helps create a strong brand presence. Aim to post regularly, encouraging viewers to check back for new tips, which will build engagement over time."

Use interactive elements and trending audio

Steve Morris, Founder & CEO at NEW MEDIA

"A powerful trend is using interactive elements and trending audio clips to boost engagement. Wellness brands can prompt viewers to join in by sharing their own experiences or responses to a wellness challenge, like a “7-Day Sleep Improvement Journey.” TikTok’s duet and stitching features, or YouTube Reels’ overlay options, can encourage viewers to engage directly with your content, transforming passive followers into active participants in the brand’s wellness community. By combining trending audio with visually calming, yet dynamic visuals, (think nature, yoga, or meditation shots) wellness brands can create an experience that’s both soothing and sharable. In the end, the goal is to make wellness feel accessible and fun, inviting viewers to be part of a larger, supportive community."

Be humorous and relatable

Tracie Crites, CMO at HEAVY Equipment Appraisal

"One of the most effective ways to make your brand approachable is to include humorous and relatable content in your videos. People often go to wellness content looking for inspiration and motivation, but that doesn’t mean they want to be overwhelmed with perfection or impossible goals. Instead, showing a down-to-earth side—whether it’s a quick, funny clip about an everyday wellness struggle or a lighthearted take on healthy habits—can make your brand feel more real. This approach breaks down barriers, giving your audience the impression that they are engaging with a friend who "gets it."

Humor is a big trend right now because it humanizes your brand. Imagine doing a quick “day in the life” video that highlights both the healthy routines and those small, funny setbacks we all experience, like forgetting your smoothie or struggling to get out of bed for that morning workout. These small, relatable moments make your audience feel seen, which builds loyalty in a way that polished, scripted content doesn’t."

Focus on real moments that feel unscripted

Haris Rafique, Founder at Chiri.pk

"For wellness brands, short-form videos are perfect for creating a genuine connection and showing a lifestyle, not just a product. With Chiri, we found that audiences responded best to quick, relatable content that highlighted real experiences. For wellness brands, I'd suggest starting with short, bite-sized videos that educate while feeling effortless - think easy morning routines, stress-busting exercises, or “a day in the life” clips that showcase wellness in action.

Trends show that TikTok and YouTube Reels thrive on authenticity. People want to see real moments, not polished ads. Try sharing a “behind the scenes” look at product creation, customer stories, or tips from wellness experts. For Chiri, we saw traction by focusing on real moments that felt unscripted, like highlighting travel in a realistic way. Wellness brands can apply this by showing small, achievable wellness habits that viewers can see themselves doing. Add quick captions and upbeat music to match the vibe, and don’t shy away from showing a bit of personality. Wellness is about lifestyle, so the more genuine and inviting the content, the better it’ll resonate."

Show the messy bits or funny mistakes

John Trang, Co-Founder & Chief Creative Officer at SplitMotion

"Short-form videos are quick, punchy, and perfect for grabbing attention in a world where people want content fast. You can share these quick clips on TikTok, Instagram Reels, and YouTube Shorts. To make them stick, keep them lively and fresh—try popular tunes, striking images, or quick tips that hook viewers. For example, I helped a yoga studio owner create snappy videos showing easy poses for beginners. It didn't have to be flawless; we wanted to show how simple it is to start. Also, don't shy away from showing the messy bits or funny mistakes—these real moments help people connect with your brand. Take our client who runs puppy yoga classes—short videos of the pups being silly gave their audience a taste of the fun they're missing. If you’ve got an event coming up, shoot a quick video invitation! It's a great way to build excitement and help people feel like they know you before they even show up. Another great idea is to use customer reviews, but in a more real, down-to-earth way. Ask your clients to record their own short videos—don't worry about making them look too polished. Just give them a few questions and let them talk . People love seeing genuine stories that feel more real than a scripted commercial."

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