Health and Wellness Industry Social Media Benchmark Report
Find out how your brand stacks up against health and wellness industry leaders.
Download the full health and wellness industry benchmark report to see the latest averages, statistics, and key metrics across the industry. Use these findings to set clear goals, sharpen creative, and discover where you’re winning or have opportunities to grow.
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Key Takeaways: 2026 Health and Wellness Industry Benchmark Report
- Discovery is up on TikTok. Views rose 146%, while shares dropped 41% and engagement fell from 3.1% to 2.3%.
- Instagram formats serve different goals. Views are up 29%, while Reels drive the strongest engagement and single static posts lead on reach.
- YouTube rewards consistency. YouTube views are up 193%, with growth across On-Demand and Shorts as posting frequency increased from two times a week to three.
Health and Wellness Industry Benchmarks and Statistics
219K
90K
137K
What Top Health and Wellness Brands Are Doing Differently
Top health and wellness brands are leveraging customer stories, bold and aspirational visual identities, and UGC to effectively reach viewers.
BetterHelp uses personal customer stories across paid and organic content. A human and relatable approach carries the brand’s message across formats.
With a softer, style-focused take on fitness, Bala hooks audiences through relatable workout trends and a pastel palette that feels fresh, light, and unmistakably its own.
Poosh centers itself as a one-stop wellness hub, blending recipe ideas, wellness tips, and educational content with a brand voice that feels relatable, like talking to a friend.
How Have Health and Wellness Benchmarks Changed Since Our Last Report?
From Educational Content To Relatable Storytelling
Previously, top brands focused on breaking down complex wellness topics into simple, digestible content.
Our latest report sees brands leading with more personal stories, humor, and creator-led content to build stronger emotional connections.
What changed: Audience growth is outpacing engagement, making content quality critical to sustain performance.
From Static Expertise To Creator-Led Content
In our last report, brands positioned themselves as the primary voice of authority through polished, brand-led content.
Brands are now expanding into creator partnerships and UGC to add credibility and reach new audiences.
What changed: Audiences respond more to familiar faces and peer-driven content than traditional brand messaging.
From Long-Form Video Play-Focused Content To Short, Structured Content
In 2025, YouTube performance relied more on longer educational videos and product deep dives.
Now, shorter videos with clear structure and fast value delivery generate higher views and retention.
What changed: Attention is earned quickly, and concise formats outperform longer uploads.
What’s a Good Engagement Rate for Health and Wellness Brands?
Health and wellness brands should aim for an engagement rate between 2.0% and 2.5% on TikTok, and between 1.0% and 2.0% on Instagram.
What Types of Content Perform Best for Health and Wellness Industry Brands?
Short-form video continues to drive the strongest results, especially when content feels relatable, useful, and easy to follow. On TikTok, brands see higher engagement when they combine creator-led content, humor, and simple storytelling. SunSip reached 25% engagement by leaning into UGC and text overlays, while BetterHelp uses personal stories to drive emotional connection across formats.
On Instagram, performance is driven by content that blends entertainment with everyday value. Be Amazing and Poosh stand out by pairing humor, tips, and lifestyle content with a casual tone. This approach pushes performance well above the 1.8% average engagement rate and 3.7 Entertainment Score.
On YouTube, shorter, structured videos outperform longer formats. Brands like AG1 drive millions of views by focusing on quick interviews, expert insights, and customer perspectives. With an average of 136K views and 77% retention, content that delivers value early and keeps videos concise performs best.
How Our Health and Wellness Industry Benchmarks Are Calculated
Dash Social pulled a sample of global companies across TikTok (n=1,361), Instagram (n=3,363), and YouTube (n=616) analyzing their activity between July 1, 2025 to December 31, 2025 to determine average performance against a predetermined set of KPIs. These benchmarks include organic, boosted and promoted content but exclude paid ads. They apply to handles with at least 1K followers, covering both customers and non-customers.
Download the Full Health and Wellness Industry Report
Dash Social’s benchmark report takes you through the latest metrics behind discovery, viewership, and how leading brands stand out on social.
More Social Media Benchmarks By Industry
Social Media Benchmark FAQs
How many views should a wellness video get?
On TikTok, average video views sit around 219K, while top-performing content can exceed this with stronger engagement. On Instagram, average views are closer to 90K, and on YouTube, brands average 137K views, with top performers reaching into the millions.
Should health and wellness brands focus on engagement, saves, or retention?
Each metric plays a role. Engagement signals content resonance, saves indicate long-term value, and retention shows how well content holds attention. Strong performance typically comes from balancing all three, with retention becoming more important on video-first platforms.
How do my health and wellness social media metrics compare to industry averages?
On TikTok, the average health and wellness engagement rate is 2.3%. On Instagram, the average engagement rate sits at 1.8% by followers. On YouTube, average views are 137K with 77% retention. Exceeding these benchmarks is a clear success indicator, while brands seeing significantly lower performance than industry averages might want to reassess their social strategies.