Hi,

Last week TikTok introduced a new feature aimed at improving its user’s mental health and focus.

While the new feature is definitely a step in the right direction, it feels like it might be a response to criticism the app has received for causing anxiety and affecting its users mental health.

The new feature got me thinking about the future of social media and wellness.

Let’s dive in ⬇️

Last week, TikTok introduced a new guided meditation feature called “Meditation in Sleep Hours”. Basically, if a teenager under the age of 18 uses TikTok after 10pm, a guided meditation exercise will appear on their For You Page.

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After completing the initial exercise, if the teenager decides to continue using the app, a second, longer prompt will soon appear suggesting they close the app.

While the feature turns on by default for teenagers, adults can also utilize it and turn it on in their Settings page. It seems like the prompts are suggestions and users still have the option of using the app after they appear.

The new feature is interesting - it’ll be fascinating to see what percentage of teenagers (and adults) actually close the app after the first or second prompt vs those who continue using it.

It got me thinking and spurred a few ideas.

1) TikTok taking a more aggressive approach

The new feature is a great step in the right direction but what if TikTok took a harder stance and actually forced the app to close after the prompt (instead of it being just a suggestion)?

I know that’s aggressive (and could potentially cannibalize their business) but is there a world where that hard of a stance exists?

What if they tested that for an entire month (let’s say for example, the month of May which is Mental Health Month) and for an entire month, if you were registered on the app as being 18 years old or under, it was actually disabled for you from certain hours (let’s say 10pm - 7am).

I’m sure there would be an initial uproar, backlash, and a migration of users who just go to another social media app during those hours. Their attention would simply be placed somewhere else.

It would be interesting to observe over days and weeks though if eventually those users just stopped using social media after 10pm.

What if the sheer act of not being able to use TikTok forced them to get into that habit? It’s probably wishful thinking but it’s possible.

2) Spotify forces physical activity to unlock an album

Let’s take it a step further…what if streaming platforms joined the fight to improve mental health as well as physical wellness.

For example (and I’ll preface this that I know it’s a long shot), what if an artist partnered with Spotify and only made their album available to play on mobile if the app could detect the phone / body was in motion - ie doing a physical activity.

Basically…in order to listen to the album on your phone, you had to take a walk, go running, or do some sort of physical activity.

Now…I’m not even sure if that kind of tracking is possible. How much movement would your phone need to have to meet Spotify’s threshold. In theory, maybe it could work the same way as the Health app on your phone registering your daily steps?

You’re also probably thinking…even if that was possible, why would an artist limit the audience of people who can listen to their album and miss out on streaming revenue?

I know, I know…but it’s an interesting thought (at least to me lol).

Streaming platforms say they want to promote wellness and do so through themed playlists, campaigns, and activations.

But what if they took it to the extreme? From an economic perspective, the platform (and artist) probably wouldn’t be wiling to lose the money that would come with something like this but the possibilities are fascinating.

3) YouTube increases the visibility of wellness creators

What if for Mental Health Awareness Month in May, YouTube prioritized wellness and health content in the algorithm? For example, increasing the reach of long form content or YouTube Shorts content to help spread awareness for healthy living.

What if their Creator Insider channel didn’t just focus on YouTube tips and hacks but also featured wellness creators to help spread knowledge on healthy living? Whether it be doctors, health professionals, wellness creators, or more.

4) Wellness app partnerships

What if there were integrations with wellness apps and streaming platforms?

For example, Calm partners with Apple Music on a specific album or album(s).

In order to unlock the album or listen to the full thing, you must engage in a beginner’s meditation class. Only after completing the class will the album start playing.

Some of these ideas might be outlandish, impossible, or even downright ridicolous but it’s interesting…If these apps and platforms really wanted to make a statement, they could. But at what cost?

How would you like to see wellness integrated into social media and streaming platforms?

Thanks for reading, until next time.

_{The Vault}

1) The Artist Marketing Playbook - I teamed up with my good friend and fellow music marketing expert Drew De Leon to present The Artist Marketing Playbook. An in-depth look at what an artist can do to set themselves up for success in 2025. More info HERE.