050: The new ‘Data Diet’ for health & wellness brands on Meta

Hello, you lovely Creatives!

Welcome to Volume 5️⃣0️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at Creative OS.

And today on the cutting board…

If you’re running Meta ads for health and wellness brands - 

Big changes are coming in 2025.

You’ve likely been targeting users based on their interests in:

~Fitness
~Nutrition
~Mental health

And because of it, your ads might even be crushing it. 

But soon, Meta’s tightening its data policies…

And limiting how health-related targeting can be used.

What does this mean?

Well, your playbook for reaching your ideal audience just got an overhaul.

The granular targeting you’ve relied on -

Like interest in specific health topics or behaviors—will no longer be as accessible. 

This means you can’t simply plug in a detailed audience profile and expect Meta’s algorithm to do the rest. 

Instead, you’ll need to shift your focus to broader, privacy-compliant strategies. 

In short, it’s going to rock a lot of boats in the health & wellness space…

And probably tip most of them completely over. 

But hey—don’t panic. 

If there’s one thing we know about digital marketing, it’s that adaptability wins…

And that there’s always another way. 

So, let’s get into:

A) How these changes will impact your campaigns

And…

B) What you can do to turn this challenge into your next big opportunity.

Let’s roll.

Chase

The Problem: 

Meta’s restrictions are part of a broader trend toward data privacy, but for health and wellness brands, this hits especially hard.

Here’s why:

• Restricted Audience Segmentation: Forget relying on granular health data to find users interested in fitness or therapy. These signals will no longer be fair game.
  

• Weaker Retargeting Options: Sensitive topics like mental health or supplements won’t allow for the same precise retargeting you’ve enjoyed in the past.
  

• Tougher Attribution Challenges: With less data flowing back to Meta, figuring out what’s working in your campaigns will become more complex.

Translation? 

You’ll need new strategies to maintain ROI and stay visible to your audience.

How to Thrive Under New Rules

Sure, this is a curveball, but it’s not the end of the game. 

These changes are a wake-up call to shift your focus to methods that build trust and long-term relationships with your audience.

1. First-Party Data Is Your Golden Ticket

When third-party data fades, first-party data has to come save the day.

Here’s how to collect it without breaking a sweat:

• Lead Magnets: Offer free guides, fitness challenges, or meal plans in exchange for email addresses.
  

• Interactive Tools: Use quizzes like “Find Your Perfect Workout” to collect customer preferences while delivering value.
  

• Membership Programs: Incentivize customers to sign up for loyalty benefits.

The bonus? 

First-party data isn’t just compliant—it’s yours to keep.

2. Lean on Contextual Advertising

If targeting gets murkier, context can help. 

Instead of hunting for your ideal customer, meet them where they already are:

• Partner with Niche Media: Collaborate with publishers or influencers in the wellness space to showcase your products.
  

• Embrace Broad Campaigns: Use relatable themes like “self-care” or “new year, new you” to attract audiences interested in wellness without relying on health-specific signals.

3. Double Down on Creative That Connects

Targeting restrictions mean your ads need to work harder to stand out. 

It’s time to invest in content that speaks directly to your audience:

• Storytelling Matters: Feature real customer success stories in your ads. Show how your product improved someone’s life.
  

• Video Is King: Use engaging, scroll-stopping videos to showcase your product in action. Whether it’s a supplement or a guided meditation app, visuals build trust.
  

• Try Meta Advantage+: Tools like Advantage+ campaigns help you automate creative testing and optimize your ad delivery.

4. Build a Community, Not Just a Funnel

A loyal audience is worth its weight in gold—especially when ad targeting becomes harder.

Here’s how to build yours:

• Private Groups: Create Facebook Groups for health enthusiasts or wellness newbies. Use them to share value-packed content and keep your brand top of mind.
  

• Live Q&A Sessions: Go live on Instagram or Facebook to answer audience questions about wellness topics. It’s a low-cost way to engage and build credibility.

All in all…

Yes, Meta’s 2025 changes are a big deal - 

But they don’t have to be a death sentence for your health and wellness campaigns. 

Think of this as your opportunity to build a strategy that’s not just reactive but resilient.

• Collect first-party data.

• Rethink your targeting with contextual and creative strategies.

• Build a community that keeps customers coming back.

Remember: In digital marketing, change is the only constant. 

Adapt now, and you’ll thrive.

How you and your brand respond to this, will define the next 5-10 years of your success on Meta. 

See you at the forefront.

Chase

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!