It’s that time of the day when you keep switching sides and get frustrated. You quickly pick up your phone, only to find a relatable TikTok that mirrors your current situation. You feel you are not alone in this everyday struggle.
Needless to say, social media is adapting faster in addressing once-taboo topics like mental health and wellbeing. And brands like Wondermind have made this a dinner table conversation.
Being physically fit is what we have been taught in school. When adulting dawns upon us, our mental health goes for a toss. While such discussions are quite intimate and personal, Wondermind is proactive in spreading much-needed awareness using social media.
Before we find out how it was done, let’s get some background details ironed out.
Analysis of Wondermind’s social media accounts
Wondermind tags itself as being the world’s first mental fitness ecosystem. It is a safe space where individuals can explore, discuss, and channel their feelings in an inclusive environment.
Founded by Selena Gomez, Daniella Pierson, and Mandy Teefey, Wondermind secured its series-A funding and reached $100 million in valuation in 2022. This was led by Serena Ventures, an initiative by the world’s finest tennis player, Serena Williams.
Wondermind offers tools, practices, and conversations while being committed to advancing mental health initiatives to support people in their mental health journey. The platform also has an advisory committee of mental health professionals and experts who contribute to the content and resources available on Wondermind’s official site.
Here are the total followers Wondermind has on their main accounts:
- Instagram: 419K
- Facebook: 16K
- Twitter: 10.5K
- LinkedIn: 10K
- TikTok: 63.2K
- YouTube: 2K
Wondermind’s Instagram page has 419K followers and there’s a reason for this quick stardom. Selena Gomez is among the top 5 celebrities with the most followers on Instagram, having more than 424 million folks following her. Yes, you read that right!
This is a brilliant use case of having an influencer co-founder onboard. You can use their following to get the word out faster than ever. That being said, Wondermind needs to be given much credit for its phenomenal Instagram strategy. Actionable tips and Buzzfeed-like articles dominate their feed too.
On their Facebook page with 13K likes and 16K followers, Wondermind shares quotes and loads of blog links. These resources comprise expert advice and interviews.
For anyone who wants to stay in the loop with what new things they are covering, then following their Facebook page will be worth it because they post almost every other day.
TikTok is the platform that works wonders for Wondermind. Their official TikTok page has more than 63.3K followers and 202.4K likes. Unlike Instagram’s occasional aesthetic pile-up, Wondermind has chosen to go raw and post relatable content for their followers here to hit on reposts and likes.
Wondermind’s Twitter aka X profile is full of one-liner gems. Some of them are journal prompts and quick check-ins while others are daily reminders that will make you feel grateful. With 10.5K followers, Wondermind inspire and dares to question the things we have so readily accepted as a society.
Since video makes up a good chunk of Wondermind’s content marketing, they do have a dedicated YouTube channel. It seems like they are just starting because of a small 2K follower base and view counts in the hundreds. You will find podcasts, live events, and workshop videos here.
What makes Wondermind’s social media strategy fast growing?
Let’s understand how they grew so fast on social media.
1. Heavy cross promotion
Wondermind isn’t just a one-platform wonder – oh no! With their on-point cross-promotion game, they are leveraging every possible channel in the best way possible.
They don’t keep their blogs and podcasts to their website and audio channels but take a step beyond and share on social media. Wondermind ensure that everyone gets a piece of the mental health goodness.
Here’s a screenshot of a series of their workshops on YouTube. Make a note of how consistent their thumbnails look. Such detailed edits do make a difference when it comes to rightful branding.
Similarly, have a look at this Facebook post. Along with stats, they leave a CTA to join their free newsletter. Meanwhile, their Facebook page is filled with blog reposts that we will cover in detail in a moment. But for now, here’s your takeaway: Don’t limit yourself to one channel, go ahead and improvise.
2. Checklist and guides
Wondermind has a wealth of resources. They are always up for talking about something new and trending.
But there’s a difference. Wondermind doesn’t just participate – they lead the conversation! They’re reshaping TikTok trends into bite-sized snippets, showing that when it comes to mental health, they’re not just keeping up with the times – they’re setting the pace!
For instance, the video above talks about “Hurkle Durkle”, a Scotlandish practice of staying in bed as long as possible. See how they just revealed a tradition and you got to learn something new!
From handy checklists to practical guides and interactive workshops, they’re serving up content that’s not only insightful but also actionable. Wondermind is here to make mental wellness fun and attainable for all.
Want to know what trend is worth the hype? Use Keyhole’s QuickTrends feature to track multiple trends and create a detailed comparison. Know what’s faring well in your segment and work on a content strategy to include that trend accordingly.
3. Featuring A-list celebrities
If you tap to Wondermind’s most popular posts on TikTok, you’ll find Selena in every row and column of the feed. Let’s just admit that Selena Gomez isn’t just a superstar; she’s Wondermind’s secret weapon!
With her star power and genuine advocacy for mental health, she does hold credibility all over the platform. Apart from her, Wondermind doesn’t just rub elbows with A-listers but even holds candid conversations with them! By featuring top celebrities in their podcasts, workshops, and interviews, they’re throwing the ultimate mental health soirée.
Here’s a TikTok post that’s named Serena X Selena which has garnered 2K+ likes.
4. Buzzfeed-like posts
Wondermind is skilled at initiating conversations. Their articles are full of inspiration and much anticipation like those Buzzfeed listicles.
This is just one of the many examples of their Facebook page aka blog marketing forum. Using the very mindful trend, they curated a list of surprising secrets of extremely chill people. Now that’s the kind of read you itch for when having a dull day at work.
Wondermind’s social media strategy in a glimpse
Wondermind’s CEO, Mandy Teefey, shared that it earned a revenue of $7.4 million. Their website’s monthly traffic is around 80K. That means they have a greater footfall on social media when compared to their organic site visits.
Now let’s have a look at this detailed platform-wise breakdown of their social media growth:
1. Instagram
From June to Sept 2024, Wondermind got 1,726 engagements per post, with peaks during the last week of July and the first week of August.
The follower growth shows a steep spike even on a daily basis. The most frequent as well as most engaging post types are Carousels. Did you notice how their carousel posts perform 2x times better than images and almost 3x times more than reels?
2. Facebook
While Wondermind’s Instagram presence is praiseworthy, marketing on Facebook falls flat. The average engagement per post is just 4 despite posting more than 30 posts in a span of 2 months.
Though posts with blog links make up for 71% of the total posts yet photo is the most engaging post type.
3. TikTok
Wondermind posted 1 video in the last 2 weeks and yet, it has managed to get more engagement and views than its Facebook page’s cumulative posts. The comprehensive Keyhole report also identifies the best post and engagement rate of 14%.
4. Twitter
Regarding engagement, Wondermind’s Twitter performed best during July’s first week. With 103,126 impressions, the brand continues to impact its audience on social media.
5. YouTube
Wondermind’s engagement rate spiked on August 25 with 16K+ views on just one video. They have posted around 5 videos in a span of 2 months. If you see their top video posts, you’ll find links to their other social media channels and newsletter.
Grow rapidly with the aid of social listening
Wondermind’s social media strategy is based on creating community. Rather than just beating the drums to the problem, they are actively spreading the solution guides too. Raw and unfiltered conversations in their podcasts and other post types are a testament to their true vision of creating an inclusive safe space for mental wellness.
Wondermind could only grow by leaps and bounds because it:
- cross promotes on different platforms heavily
- taps into Selena Gomez’s influence
- shares journal prompts and check-ins along with hosting workshops
- cares what the community responds to
Want to win this big in a short span? Listen and monitor what your social media followers are doing. Take advantage of their likings and patterns. Speak to them directly and be in the loop with all the conversations happening to carve out a space for yourself.
Keyhole can help you with this. How? Book a demo today to see how we can help you reach your goals on social media with actionable insights.
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