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Social Commerce Authors: Tatsiana Levdikova, Liz McMillan, John Ryan, Maureen O'Gara, David M. Adler

Related Topics: Social Commerce, Social Business


Wellness as Social Phenomenon

Social Media

Wellness has always been a substantial part of life for many people, but it has started to flourish not so long ago after social networking hit its stride. People now understand that a new outfit will not make them look great if they are not fit and healthy. All social media feeds are filled with photos of healthy food, gym selfies, posts about workout strategies, healthy dieting tips, and more.

What made wellness so popular?

Development of social networking and launching of such behemoths like Facebook, Instagram, Twitter and the rise of mobile technologies enabled people to access their social media accounts at any time and share the posts they like, photos they take, etc.

However, there is a lack of content ideas: similar selfies and innumerable food photos overflow social media. That is why sharing fitness results in social media seems a breath of fresh air for users. Now people can impress their friends by sports achievements, data from different fitness trackers and apps.

People interested in wellness are currently in the top five of the most active social media users. Wellness apps often enable users to create beautiful diagrams that display their results in cycling, jogging and other activities, and many social media users include such diagrams in their posts.

Furthermore, employers and health insurance companies work closely to increase employees’ involvement in wellness activities and events. There are many corporate wellness programs where social networks are enticed. Their aim is to reduce healthcare costs. Some companies give employees fitness trackers as part of an employee benefits package and employees are drawn in different corporate programs and training. Companies can start their own fitness hashtags so that employees could share their fitness goals and success stories within a company.

Another reason why wellness has become so popular comes from a human desire to show off by demonstrating that they know what is popular at the moment. Nowadays, people would prefer a gym workout photo than a photo from a nightclub. Social media give people an opportunity to celebrate their success with others. For instance, if a person does a Facebook post about his/her participation in a marathon race, this post will get many “likes” and it will encourage others to join the next race.

Social networks also give people an ability to create private groups where they can discuss different issues, let it be wellness, healthy cooking, dieting or something else. Such a group can unite people from different countries or people who attend the same yoga class each Friday.

Social media can turn fitness and sport activities into a game: people are given a chance to spotlight their achievements and compare them with the ones of their friends.

What should developers of wellness solutions keep in mind?

There are some issues that developers of healthcare and wellness apps should keep in mind. First of all, social networks have massive impact on all areas of life, including wellness. That is why socialization is vitally important. Such solutions must be connected to the most popular social networks to give users an opportunity to like posts, share them and leave comments. Wellness mobile apps must be integrated with social networks, too.

People do not have enough time to describe their sporting achievements in detail by themselves. They desire to share the results directly from fitness trackers, and they want their posts to have a cool design that their friends would love.

Most wellness solutions have similar functions and they differ from each other by their design only. Availability of useful functions that would differ a solutions from others will definitely attract users’ attention to this solution. For instance, an ability to analyze a heart rate and report any problems could become one of new functions that would make existing wellness solutions more successful than others.

To sum up, social networks have given impetus to popularity of wellness due to large influence they have on society. Wellness solutions developers should take this connection into account while working on any project.

More Stories By Tatsiana Levdikova

Tatsiana Levdikova is a websites design and development expert at EffectiveSoft, a custom software development company that unites more than 250+ experienced specialists: software developers, engineers, and scientists having expertise in different technical domains.