As we learned in the recent election cycle, consumer attitudes and actions are deeply influenced by social media. We rely on our social networks for guidance about purchase decisions, travel plans and, particularly, health and lifestyle choices. This isn’t new.

Before online social networks existed, the Framingham Heart Study found that social ties have a profound impact on individual lifestyle decisions. For example, an individual’s likelihood of becoming obese increased by 57 percent if he or she had a social connection with someone who became obese (all other factors remaining equal).

We are social animals, and our connections are amplified on social media. It is not surprising that health and lifestyle content is heavily shared on social networks, and that it has a powerful, real-world effect on consumers, making it the most important platform for wellness brands to reach—and impact—consumers.

Although “wellness” has been a media darling for many years, at CureJoy, we realized that most of our community members are relatively new to healthy living lifestyle choices. Creators and brands must take this into account when crafting content.

Of course, consumers want healthier, happier lives for themselves and their families. But rather than sudden transformations, they are seeking advice and tips for making small, daily changes that fit into the way they live now. Social media is the perfect vehicle for delivering content that is bite-sized, actionable and accessible.

Effective content must simplify wellness so that consumers can make the small lifestyle changes that lead to big benefits over time. Content must be optimized for consumption in the social and mobile feed.

Finally, the message must not preach or talk down to “newbies.” Tailoring content for this “next wave” of wellness consumers can be very powerful. Consumers are deeply driven to live healthier lives, and they are turning to social media to learn how.

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