Three ways brands can help consumers’ mental wellbeing using online video
The coronavirus outbreak has caused exceptionally challenging and worrying times for each and every one of us. Lockdowns, social distancing and time away from loved ones have become our new normal and have unfortunately caused damaging effects on our mental health and feelings of wellness. Mental health charity, Mind reported that more than half of adults (60%) and over two thirds of young people (68%) have said their mental health got worse during lockdown restrictions.
With access to conventional treatments under increasing pressure, more and more of us have turned to the digital world to help improve our mental states. As well as this rise in seeking ‘digital treatment’, our needs, values and expectations from brands have also altered and these changes are likely to stick around for the long-term. Research by Kantar found that people expect brands to deliver real value, act responsibly and do right by the community, including their employees. Therefore, brands need to evolve their priorities and messaging and play their part in creating a better world.
Various brands have stepped up to help consumers improve their mental health during these tough times and are doing so through the use of online video by offering tips, tricks and advice, helping viewers navigate and adjust to the ever-changing world we now live in. Take AXA Health for example, who have shared various videos to their YouTube channel on improving sleep, workouts to do at home, as well as inspiring videos on counting smiles, not miles.
Life under lockdown has caused people to focus on their mental health and wellbeing like never before and many of us are actively looking for content to positively improve our mental health. YouTube and search have become the ‘go-to’, helping people answer their wellness needs online. Research by YouTube found that 42% of viewers are turning to the platform to relax, whilst 32% are using it to destress. ThinkWithGoogle also highlighted that YouTube has seen an uplift in searches for ‘online mental health’, ‘meditation’ and ‘anxiety.
As well as the increase in digital wellness consumption, consumer attitudes, values and expectations have also transformed throughout the crisis. Consumers want to see that brands actually care, they want brands to be purpose-driven, socially responsible and offer a helping hand where they can. Sarah Owen from WGSN, stated that “brands helping to improve mental wellbeing will have a stronger resonance with consumers in 2021”, emphasising the importance of brands playing their part in helping the world become a healthier and happier place.
So, as the world continues to change day-by-day, as well as our behaviours, values and expectations, here are three ways in which brands can keep pace and offer a helping hand…
1. Join the conversation and lessen the stigma
Brands can help erase the stigma around mental health by simply joining the conversation and speaking up has never been easier - use platforms like YouTube and socials channels to share various types of content like social posts, webinars, podcasts and more.
2. Team up with others
No-one expects brands to be wellness experts but it is important to ensure that your communications around mental health and wellness are credible. Team up with experts who know what they are talking about - combine your access to a wide audience with their knowledge. Take inspiration from Jansport, a backpack and apparel brand, who successfully launched a mental health awareness campaign by featuring spotlight conversations with experienced therapists.
3. Be mindful and authentic
Exploiting mental health and wellness as part of a marketing opportunity can be extremely transparent and can land you in dangerous territory. Avoid being gimmicky or jumping on the wellness bandwagon and be authentic and remain true to what your brand is about and what it stands for. Nike are a great example of true authenticity; their recent ‘play for the world’ campaign both aligned with their brand values and language yet was able to inspire people around the world and reinforce positive behaviours, helping in the fight against the pandemic by encouraging people to play inside.
It’s clear that the digital world can have a positive impact on both an individual and global level. Now, it’s up to you to take a stand – how will you help make a difference? If you are interested in hearing more about how you can use video to help support your consumers, community and your employees then please feel free to get in touch.