August 22, 2024
10 Mental Health Influencers on TikTok
Users turn to TikTok for advice on almost everything, from fashion choices to healthy lunch recipes or relationship issues.
It’s no surprise then that mental health content is growing in popularity on the platform. Users increasingly look to social media platforms for validation and explanation of their feelings, as well as lifestyle advice that could support better mental health.
We’ll be looking at a range of mental health influencers on TikTok, helping you understand their focus, approach and audiences, as well as the influencer partnership potential for brands like yours.
An important note
Mental health is a subdivision of general health and medicine, so social media content related to mental health should be held to the same rigorous standards. Misleading or incorrect advice could have potentially serious consequences for users.
Be sure to assess the qualifications of any mental health influencers, and always encourage users to consult a professional before making changes to their lives. Be sure to comply with any regulations in your country regarding health advice.
Mental Health Awareness Content on TikTok
Mental health content is gaining traction across TikTok for a number of reasons:
Awareness
Understanding of mental health issues continues to grow in 2024, across all age groups and most demographics. It’s powered a positive feedback cycle, as increased conversation on platforms like TikTok, TV, and in print further normalize talking about feelings and expressing vulnerability.
The Covid-19 pandemic played a major role here, as it not only challenged our collective mental wellbeing, but forced many to turn to digital sources of support at the same time. As therapists moved their appointments online, creating content to release on platforms like TikTok became a natural way to complement their services and build audiences.
Gen Z and Mental Health
Gen Z, the dominant demographic on TikTok, are famed for their vocal and proactive approach to mental health.
Gen Z’ers are more likely to have gone to therapy (37% vs. 35% for Millennials, 26% for Gen. X and 22% for Boomers), and are more likely to report their mental health as fair or poor (27% vs. 15% for Millennials and 13% for Gen X).
For Gen Z, a digital generation who prize authenticity, the social stigma around discussing mental health is much lower – to the point where it can be to their social benefit more and more often. That’s why so many are not only going to TikTok to consume relatable content around mental health, but to create it as well.
TikTok vs. Instagram
In the social media landscape, TikTok tends to house content with less polish and production compared to its main competitor, Instagram.
While mental health content is popular across both platforms, TikTok audiences appreciate the opportunity that it offers for raw, truthful content. With influencers ranging from therapists to patients, as well as personalities from other verticals who choose to open up, there’s an incredibly diverse world of content to explore.
10 Mental Health Influencers on TikTok
Let’s take a look at some of the top mental health influencers in 2024, and what they’re doing that works:
10. Emily McDonald (@emonthebrain)
Who are they?
Emily is a neuroscientist, consultant, and coach, with over 406K followers on TikTok. Backed by bachelor’s and master’s degrees in neuroscience, Emily explores different topics, and experiences that revolve around the brain, and all the complications it can throw at us.
What type of content do they post?
Most of Emily’s content is her speaking to camera, which usually involves tips for taking care of mental health, like things to avoid to take care of your brain, for example. Amidst advice on how to work on your mental health, Emily explores some pretty interesting topics around neurology. She’s got videos exploring the science behind Feng Shui, and even delving into telepathy between best friends, fascinating right! Emily is also a wellness girlie, and will often post about how to take care of your body, which ultimately leads to a healthy mind.
Why are they successful?
Emily dives into some pretty interesting topics that make us think about the way we think. This is miles away from the content you’d expect to see on TikTok, but with a following of over 400K, it’s clear that people love it. Her advice on improving mental wellbeing is always backed by research, plus the two degrees. Every video takes a giant step towards educating her audience on all things neurology, mental wellbeing, and more. @emonthebrain is the place to be for science-backed guidance on improving mental health!
Considerations for brands when working with influencers on TikTok around mental health
Put audience benefit ahead of brand
Don’t shoehorn your brand into mental health content. This is a sensitive topic, and your audience won’t appreciate feeling like you’re using it simply as an opportunity to advertise.
This topic is often a chance for brands to prove that they exist for more reasons than sales. This might be a time to leave your marketing objectives at the door and connect on a purely human level.
Genuine, helpful and transparent communication is essential in this area – you can check out our guide to powerful mental health campaigns for inspiration.
Don’t over-control the content
This rings true for the majority of TikTok influencer marketing, but nowhere is creator independence more important than mental health. Brands need to manage any fears around having open, honest – and often challenging – conversations.
Audiences search for mental health content because they want to feel understood, as well as to get real answers. They’ll be able to tell when an influencer has been restricted or bound to a script.
Let influencers get involved early in the creative ideation process, and give them room to express themselves throughout the process. They’re the experts – they understand what will resonate most with your audience.
Reflect the diversity of our world
Make sure you thoroughly research your customers and communities first. Who are they, what are they looking for, and will they welcome your brand speaking on these topics?
When you feel confident in the above, you’ll then need to ensure that your influencers are diverse, not only in background but in their experiences too. Mental health is deeply personal and personalized, and treading well-worn or generic ground will ring hollow for your audiences.
While there are many professionals in the mental health space on TikTok, you don’t need to limit yourself to influencers in this vertical. Providing an opportunity for influencers from other sectors to open up can lead to meaningful content and new audiences, as well as demonstrate that everyone has their own mental health journey.
Is your brand interested in partnering with influencers that focus on or create content around mental health awareness?
Whether your offering has a direct effect on mental wellbeing, or it’s just high time that your brand contributed to the cause, it’s important to get your communication on this sensitive topic just right.
The Goat Agency is your expert partner in identifying and working with the best mental health (or related) influencers, helping you connect with your audiences on the deepest levels.
Drop us a line today to start building your mental health campaign – or check out our run down of some of the best we’ve seen in recent years for inspiration.
