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How to Grow a Wellness Business on Instagram

By Evan Bryce 5 February, 2024, 4 mins read
7 Rules For Good Wellness Instagram Marketing (with Examples)

There are more than 12 million active Instagram users in Australia, and there’s a good chance plenty of them use it for their daily wellness feed. Wellness is so popular on Instagram that even global celebrities celebrate it, so there’s no question that your wellness brand belongs on this social media platform.

For Australian marketers and business owners within the wellness industry, harnessing the potential of Instagram can be the key to significant growth and visibility. But how do you do it? What are the best brands to follow? And should you or shouldn’t you pay for ads?

7 Rules for Good Wellness Instagram Marketing (with Examples)

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Growing a wellness business on Instagram is all about proper marketing. The following seven rules should help create a solid Instagram marketing strategy for your wellness brand:

1. Define Your Brand and Story

Before diving headfirst into the Instagram frenzy, it’s crucial to define your brand identity and narrative. Your story should resonate with your audience and differentiate you from the competition while fitting into pre-existent wellness aesthetics.

Take, for instance, the Australian brand @lornajaneactive. They’ve honed their unique brand story to align with their audience’s wellness aspirations, sharing content that goes well beyond pictures of clothes. They promote a certain lifestyle, inspiring existing and potential customers to buy their products to fit into the lifestyle they promote.

2. Create Original Content

Instagram is a visual platform; therefore, compelling imagery and authentic content are paramount. Share behind-the-scenes glimpses, user-generated content, and stories that reflect your brand’s values to keep people engaged.

Take inspiration, for example, from @bondibeachtea and their posts featuring satisfied customers enjoying their products amidst the scenic beauty of Australia’s coastline. They’re not just using the same old photos of tea and essential oils; they’re constantly creating new photographic content portraying their customers using their products.

3. Be Consistent

Consistency is key on Instagram, so develop a posting schedule and stick to it. Engage with your audience through polls, questions, and interactive stories—basically, everything you can think of that will continue to reward your target audience.

For instance, @jshealth interacts with their followers through regular Q&A sessions, addressing health and wellness concerns, and fostering a personal connection that strengthens their brand. Oh, and have we mentioned that they do it in first-person, through their founder and ambassador Jessica Sepel?

4. Utilise Influencer Partnerships

Collaborating with influencers or micro-influencers can significantly amplify your reach. In the wellness industry, there are plenty of influencers to choose from: everything from fitness enthusiasts and healthy food aficionados to self-care experts and yoga gurus! 

The renowned fitness influencer @kayla_itsines has successfully used her platform to promote fitness programs and wellness products, reaching millions. Like Kayla, there are plenty of other successful Aussie wellness influencers to choose from.

5. Leverage Instagram Features

Stay updated with Instagram’s evolving features and leverage them to your advantage. Utilise IGTV for longer-form content, Reels for engaging short videos, and Stories for timely updates and interactive content. 

Brands like @loving_earth seamlessly incorporate Reels to showcase recipes, engaging their audience and driving traffic.

6. Make the Most of User Generated Content (UGC)

Foster a sense of community by encouraging user-generated content. Run contests, challenges, or feature customer stories to create a bond with your audience.

The Australian fitness app @sweat features real-life transformations and success stories, creating a supportive community around their brand.

7. Analyse and Optimise

Finally, remember to regularly analyse your Instagram insights to understand what content resonates best with your audience. Tools like Instagram Insights provide valuable data on demographics, engagement, and content performance.

Should I Pay for Instagram Ads?


Using Instagram ads for your wellness brand can be a great strategy to increase visibility, reach potential customers, and promote your products or services. However, whether you should pay for these ads depends on various factors, such as:

  1. Target Audience: If your target audience is active on Instagram, it’s a platform worth investing in. Wellness often resonates well on visual platforms like Instagram.
  2. Budget: Consider your advertising budget. Instagram ads can range in cost based on factors like audience targeting, ad format, and duration. Ensure the investment aligns with your overall marketing budget.
  3. Marketing Goals: Determine your specific goals for running Instagram ads. Whether it’s increasing brand awareness, driving traffic to your website, or boosting sales, make sure your ads are tailored to achieve those objectives. For more information on this topic, check out our guide to advertising on Instagram.
  4. Analytics and Tracking: One advantage of paid ads is the ability to track performance through analytics. Ensure you have a system in place to measure the effectiveness of your Instagram ads and adjust strategies accordingly.
  5. Competition: Research whether your competitors are using Instagram ads successfully. Understanding their strategies can help you refine yours.
  6. Creative Strategy: Your approach to advertising matters. Consider if you have a solid creative strategy that aligns with your brand and resonates with your audience.

If you believe that Instagram is where your target audience spends time and you have a well-thought-out strategy, it might be beneficial to allocate a portion of your marketing budget to Instagram ads.

Your wellness brand might perform very well without paid ads, though, so don’t feel like they’re an absolute requirement. Whether not essential, though, Insta ads can be bonafide game changers for your wellness company.


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Trying to find out how to get more customers? Well, having a solid Instagram marketing strategy in place may well be the answer for your wellness brand. While all sorts of products get plenty of attention on Instagram, brands from the wellness niche seem particularly fitting for the platform, which focuses on visual content, healthy lifestyles, and influencer campaigns.

Make the most of our rules for a successful Instagram marketing strategy and take your wellness company in Australia one step closer to Nirvana!

Be our next success story.