Wellness Marketing Trends in 2025: What Your Brand Needs to Know
The wellness industry isn’t slowing down anytime soon. In fact, the industry is said to grow to be worth $7.2 trillion dollars this year with an 8.5% growth from last year. What does this mean for your brand? It means that having a good product simply won’t cut it. Now, your brand must have smart, strategic marketing that resonates with your exact audience.
It’s no secret that the marketing landscape for health and wellness brands have shifted over the years with social media and AI taking over the game. Whether your wellness brands needs a marketing strategy refresh or you want to keep up with your performance, here are the top wellness marketing trends to follow in 2025.
What Is Trust Marketing?
Marketing your wellness brand in 2025 is more than showing off a flashy product. It’s about establishing trust first within your audience and making your product seem like a solution instead of an item. Your audience knows you’re trying to sell to them. The problem is they don’t want to feel like you’re selling to them.
That’s where trust-first marketing comes into play. Consumers are savvier now. They want more than catchy taglines and a well-designed websites; they want proof. Transparency is key for wellness marketing, which means your brand should:
Back up claims with credible sources.
Showcase certifications or expertise.
Share customer stories that feel authentic (this is a big one!).
For health and wellness brands, this marketing tactic isn’t optional; it’s essential. Google’s own ranking system prioritizes E-E-A-T (experience, expertise, authoritativeness, and trustworthiness), and consumers are just as selective. Whenever you’re creating a new campaign, writing an SEO blog post, or posting social media content, you should always ask yourself, “How is this building a relationship with my audience?”
7 Wellness Marketing Trends to Follow in 2025
1. AI + personalization
AI has entered the chat and in 2025, wellness marketing is using AI to create hyper-personalized experiences. Brands are now integrating AI tools in their strategy to gather consumer data to help create a more user-focused experience within their apps. This makes the experience tailored to the user for a more positive experience with the brand and their product/services.
2. Smarter SEO
Despite what you may have heard, SEO is still alive and well. Consumers are still turning to Google (and now ChatGPT) for answers to their questions. The difference for SEO in 2025 is that it’s now focused on providing consumers with quality and intent-driven content whereas in the past, SEO was about quantity and just showing up.
3. Brand messaging with storytelling
Along with smarter SEO, storytelling is a big key player in marketing for wellness brands in 2025. Why? Because your consumers aren’t searching for a product. They’re searching for a solution to their problem and the best way to sell them your services or products is with a story that resonates. For example, your audience wants to feel connected to your brand. Storytelling is what ignites the reader’s emotions to make them see your brand as a human instead of a company trying to make a buck.
4. Turning blogs into short-form videos
Video marketing is still very much leading the way for health and wellness brands this year, but with a catch: turning high-performing blogs into 5-6 different short-form videos. Think about it: TikTok, Instagram Reels, and YouTube Shorts are where millions of wellness consumers go for quick tips, workouts, and product reviews every day (and almost every second!) Yes, you definitely need to build your presence on social media but that doesn’t mean you need to kick your SEO blog to the curb.
In 2025, successful brands don’t treat blogs and videos as separate. They treat them as partners. A blog post can be repurposed into 5–10 short videos, while said videos can drive traffic back to blogs for more in-depth info once they travel to your site from the post on TikTok or Instagram.
5. Integrated channels
And like we just touched on, your audience doesn’t live in one place, so your brand can’t either. To successfully market your wellness brand, you need to have all your platforms integrated. Why? Because consumers expect consistency across blogs, email, social media, and video. Using these platforms with your brand voice in mind creates a unified strategy instead of treating each platform like it’s separate.
6. Community Building with UGC Content
You likely already know that trust is a big factor in decision making for consumers these days when it comes to purchasing a product from a brand. Instead of creating your own marketing materials to win your audience’s trust, more brands are allowing their customers (or influencers) to do the marketing for them. Using UGC content to build a community around your brand puts the spotlight on client testimonials in a more authentic way. Your consumers trust real people more than polished brand campaigns, which is why UGC content can become your most powerful marketing tool.
7. Sustainable Messages
Next to trust and seeing brands as humans, consumers want to feel like they’re buying from brands that align with them personally. Marketing your brand as one that’s eco-friendly and inclusive are a no-brainer. Highlighting your commitment to these values makes your brand become someone your audience wants to support, which means more brand loyalty!
The Bottom Line
Wellness marketing in 2025 isn’t about chasing trends. It’s about building lasting connections with your audience through trust, personalization, and smart strategy. From SEO and short-form video to AI-driven personalization and community content, the brands that succeed this year will be the ones that use these strategies to put people first.
Creating a marketing strategy that aligns with your audience’s needs and goals can be challenging, especially when you have multiple channels to keep up with. If you need help creating and executing a strategy that allows your brand to stand out in a crowded marketing, send me a message. I help health, wellness, and fitness brands create custom marketing strategies that attract and convert through consumer-focused tactics.