How Meta, TikTok and LinkedIn are shaping the future of health communications

By Casey Ross, Group Director, Social Media Strategy, FCB Health New York

It's fall here in New York City, and that means it's time for our social partners to hold their healthcare summits. I recently attended Meta, LinkedIn and TikTok's events, and there were some compelling insights worth sharing.

Here are the three main takeaways from all three healthcare summits:

Influencers and creators drive impact 

All three platforms emphasized the growing power of influencers and creators in authentically amplifying brand messages. It’s no longer enough for brands to simply have a presence; they must partner with the right voices that truly understand and speak the platform's language. The focus is on building genuine connections with audiences, and influencers are seen as pivotal in achieving this. By leveraging creators who resonate with specific communities and align with brand values, companies can enhance their reach and credibility, ultimately driving meaningful impact. 

Creative strategy is essential 

Creative content remains a central pillar for driving business outcomes across social media. The message was clear: high-quality, engaging and platform-tailored creative is crucial for brands looking to stand out in increasingly crowded feeds. Understanding audience insights is fundamental to designing content that not only grabs attention but also prompts meaningful engagement. Brands must continually experiment and iterate on their creative strategies, ensuring that their content aligns with the unique formats and behaviors of each platform. The emphasis was on the need for creativity to be both data-driven and innovative, integrating storytelling with strategic insights. 

Search and AI are transforming social media

A significant theme at the summits was the evolution of search capabilities and the role of AI in transforming how users interact with social platforms. TikTok’s advanced search functions and Meta’s AI-recommended content on Instagram are reshaping how users discover and engage with information. With these new technologies, users are finding personalized, relevant content faster than ever before. This shift means brands need to adapt their strategies to align with these new search trends and AI-driven algorithms. Optimizing content for discovery, enhancing SEO practices within social media and staying ahead of these emerging trends, will be critical for brands aiming to maximize their reach and influence in the evolving digital landscape. 

Healthcare brands must leverage influencers to build authentic connections, prioritize high-quality and platform-specific creative strategies and adapt to the evolving landscape of AI and search capabilities. By doing so, they can enhance their reach, credibility and overall impact in the digital health space.