It’s no secret that TikTok has evolved into a dominant force in the digital advertising strategy for health and wellness brands. With its ability to shape culture and influence purchasing decisions, the platform offers brands an unparalleled opportunity to engage with consumers authentically. However, success on TikTok requires a distinct approach compared to other digital channels.
At the TikTok Health and Wellness Leadership Summit, the social platform covered a variety of topics, focusing on three main themes:
- The difference in creative on TikTok vs. other platforms
- Measurement challenges
- Macro-level industry changes
Winning in 2025 means rethinking creative strategy, refining measurement accuracy, and adapting to macro-level shifts in the health and wellness industry. Brands that embrace a TikTok-first mindset will be positioned to drive stronger engagement, higher ROI, and sustainable growth in the ever-changing digital landscape. Keep reading to learn more about these critical areas, and how redefining your strategy on TikTok can lead to big wins in 2025.
Macro Trends Reshaping the Industry: Backlash & Consumer Trust Challenges
Bottom line: Consumers are losing trust in the healthcare industry.
- 73% of U.S. adults say the industry fails to meet their needs.
- 44% of consumers rate healthcare quality as “excellent” (down 10 points from 2020).
- 44% have skipped or delayed care in the last two years.
At the same time, social health influencers are reshaping consumer behavior and even influencing doctors:
- 60% of doctors have changed their perception of medication due to influencer content.
- 50% of doctors have adjusted prescribing choices based on social media insights.
And, while this is ongoing, the U.S. dietary supplement market is growing at a rapid rate, and is projected to hit $61B by the end of 2025. Key growth areas include digestive health, mental and cognitive support and immune and preventative care.
Consumer purchase behavior is evolving and changing - there are more options for healthcare than ever before, from virtual visits to mail-order pharmacy and everything in between. Ecommerce and mail-order pharmacy purchases are rising +6% YoY, brick-and-mortar sales are declining -4% YoY at drugstores and big-box retailers and over-the-counter medication sales are increasing for stress relief, cold/flu treatment and digestive health.
Why a Platform-Specific Creative Approach Matters
TikTok’s unique user behavior sets it apart from other platforms. Unlike static social media feeds, TikTok thrives on short-form, entertainment-driven content that blends seamlessly with organic user-generated videos. A copy-and-paste traditional advertising strategy just won’t work on TikTok. Instead, brands must embrace a creator-led, TikTok-first approach to capture attention and drive conversions.
💡 Key stat: TikTok users are 50% more likely to discover new brands and products on the platform compared to other social channels.
To stand out on TikTok, brands need to prioritize high-volume, high-velocity creative production. A great formula for success to follow: Volume = Variety x Versatility x Versioning
Not sure where to start? Best practices can help lead the way to outstanding creative.
- Hook users instantly – The first few seconds of a video are critical to capturing attention.
- Leverage creators – 63% of TikTok users say they trust brands more when introduced by creators.
- Embrace TikTok-native features – Use TikTok’s Remix tool, Spark Ads, and localized content to enhance engagement.
- Entertain first, sell second – Content should blend seamlessly with the TikTok experience, focusing on storytelling rather than direct sales.
The Measurement Challenge: Understanding TikTok’s True Impact on Sales
Traditional last-click attribution models significantly undervalue TikTok’s role in the customer journey. TikTok shared that studies show that 80-90% of purchases influenced by TikTok are not captured by standard attribution methods. In reality, TikTok’s impact on conversions is 23x higher than what last-click data suggests.
To capture TikTok’s full-funnel impact, brands need to use a variety of measurement solutions including leveraging TikTok’s advanced measurement tools:
- View-Through Attribution – Captures conversions from users who saw an ad but didn’t click.
- Post-Purchase Surveys – 60% of TikTok-driven buyers discovered the brand through the platform.
- Media Mix Modeling (MMM) – Helps quantify TikTok’s incremental impact across channels.
How Health and Wellness Brands Can Win on TikTok
So how should health and wellness brands respond? By evolving. Social media, once an area health and wellness brands may have avoided, is an area where they can stand out and win. On TikTok specifically, there are commerce and search capabilities that brands can leverage, including:
- Search Ads Campaigns – Enhancements in search-based ad targeting.
- GMV Max – AI-powered automation tool for TikTok Shops to optimize both organic and paid ad performance to maximize ROI
- Smart+ Campaigns - TikTok’s solution to leveraging AI-driven targeting and creative, which is proven to drive 36% lower average cost per purchase
But, it all leads back to the creative. TikTok requires a unique approach to creative, which can feel intimidating to brands, but they also offer tools to help brands efficiently generate creative that converts.
These include:
- TikTok Symphony – AI-driven content generation for text, image, video, and audio.
- TikTok One – Connects brands with creators at scale.
- Remix Tools – Helps brands repurpose existing content into TikTok-native formats.
While our Social Team recommends testing other strategies and platforms during the uncertainty of TikTok’s legal issues, counting TikTok out completely will only open the door to your competition. Consider implementing strategies now on TikTok to establish a presence and reach new audiences.