What Is Self-Care? Four Takeaways From Social Data

Taking care of our health and well-being is increasingly important. Factors like the COVID-19 pandemic, the rise of digital self-care technology, and even destigmatizing mental health conversations have all changed the ways we manage our own health.

Findings from our recent Twitter Birdseye Report which analyzed the online #wellness community showed that many are viewing health through a new, more holistic lens. Our analysis revealed a shift away from superficial, appearance-based definitions of wellness towards a more balanced approach that prioritizes mental health, mindfulness, and nutrition. We observed some uplifting trends like increased gender inclusivity in body image conversations, and some concerning ones – like the spike in anxiety and depression-related mentions.

Yet there were tons of interesting data left “on the cutting room floor” – particularly around the ever-popular topic of self-care. To dive deeper, we analyzed English-only mentions in the US, UK, and Australia using Synthesio’s AI-enabled consumer intelligence platform (and our favorite tool, Topic Modeling). Here’s what we found:

Self-care mentions have increased by 28% over the past 2 months but remained relatively steady over the past year. Peaks in social media mentions primarily correspond to National Self-Care Awareness Month in the US (September) and the New Year (January) when many resolutions revolve around self-care routines and habits.

Self-care isn’t sexy. A Topic Modeling study of self-care related mentions revealed the top themes in online conversations – and while a quick glance at social media may make self-care look like glamorous vacations and spa days, it’s the mundane tasks that help us feel our best. Top clusters include self-care housework, financial self-care, importance of sleep, and stay hydrated.

Skincare dominates self-care conversations. Skincare continues to be all the rage on social media (thanks in part to influencer- and celebrity-owned skincare lines and the prevalence of TikTok tutorials) – and it’s especially prevalent in self-care conversations. Topic Modeling revealed large conversation clusters about good skincare routines and soaps and body products. Plus, the top products mentioned in self-care conversations include a host of popular skincare items and ingredients like vitamin C, sunscreen, and aloe vera.

The link between food and mood is increasingly important. Among the largest clusters in our study was eat nourishing foods. Online, many share the sentiment that providing our bodies with healthy, nutritious foods is an essential form of self-care. Food-related mentions peaked around World Mental Health Day on October 10^th with posts circulating about the importance of eating whole foods, mindful eating, and the link between our brains and our guts. A deeper look at the top products in food conversations reveal which foods and ingredients consumers associate most with self-care: apple cider vinegar, chocolate, spirulina, omega-3 fatty acids, and kombucha.