Mental health influencers are reshaping our feeds, and the wider wellness marketing space – here’s what you need to know
These days, mental health conversations are a pretty permanent part of social media culture. From wider conversations to more specific niches including postpartum mental health support and fertility and IVF stress, most of it feels like a really positive step forward.
What started as personal storytelling and awareness campaigns has evolved into a powerful creator category that is influencing how brands communicate, build trust, and connect with consumers.
For marketers, the rise of mental health influencers presents both an opportunity and a responsibility. Audiences are actively seeking information, support, and relatable experiences online. At the same time, they are becoming increasingly selective about who they trust.
As wellness marketing continues to evolve in 2026, understanding the role of mental health creators is super key, especially if you’re a brand looking to build meaningful campaigns.
Let’s unpack.
Mental health influencers are huge, right now
The scale of online mental health conversations is impossible to ignore.
“Mental Health TikTok” has become a major content category, with hashtags such as #mentalhealth appearing on more than 18 million posts, at the time of writing. Millions of users now turn to social media platforms for advice, education, validation, and community.
This shift has been driven by growing awareness around mental wellbeing, particularly among younger audiences. The American Psychological Association found that 42% of Americans reported increased anxiety during the pandemic. In response, creators and brands began addressing mental wellness more openly, creating content centered around empathy, support, and practical coping strategies.
Research also suggests that exposure to evidence-based mental health content can actually have positive outcomes. Young people have also reported appreciating recommendations from trusted professionals who can guide them toward credible mental health resources.
What does this mean for brands? Well, it’s all wrapped up in a pretty unique environment where education, community, and commercial partnerships can exist alongside one another, particularly when handled thoughtfully.
‘The trust factor’ as a key lever
Digging into the whys, we’ve found that trust is the real currency of influencer marketing in 2026.
Studies like this one show that 92% of consumers trust influencer recommendations more than traditional advertising. Influencer campaigns have also been shown to increase brand credibility by 24% and purchase intent by 37%. That’s pretty emphatic.
Those figures become even more significant in the mental health space, where audiences are looking for super-personal advice.
Many successful mental health influencers build their communities through a combination of professional expertise and lived experience. Their audiences follow them because they feel understood, represented, and supported, and this is one reason why micro-creators continue to perform so strongly.
Micro-influencers with between 10,000 and 50,000 followers regularly achieve engagement rates of 5-8%, compared to 1-3% among larger creators, according to this piece. Their communities tend to feel closer, more conversational, and highly engaged.
For wellbeing-focused brands, this level of connection can be far more valuable than simply reaching the largest possible audience.
Where brands might want to move with caution
This said, the popularity of mental health content also comes with a couple of must-knows.
For example, early research into ADHD-related TikTok content found that roughly half of the content analyzed contained misleading information.
Simply put, this highlights an important challenge for brands and marketers alike. Namely, that reach alone is no longer enough. Brands need to carefully evaluate creators’ credibility, expertise, and content quality before entering partnerships.
The most effective campaigns prioritize accuracy, transparency, and audience wellbeing.
Mental health influencer marketing works best when creators are given the freedom to communicate in their own voice while staying grounded in evidence-based information. Audiences are quick to identify scripted messaging or partnerships that feel disconnected from a creator’s usual content.
The best mental health influencers shaping conversations in 2026
Several creators have become leading voices in this space, each building influence through their distinct and personal approaches.
1. Dr. Courtney Tracy
A licensed psychotherapist with more than 2 million followers across platforms, Dr. Courtney Tracy combines professional expertise with personal experiences of living with borderline personality disorder. Her content spans education, advocacy, podcasting, and practical mental health guidance.
2. Dr. Julie Smith
Widely regarded as one of the best mental health influencers online, Dr. Julie Smith has built an audience of more than 10 million followers. Her content focuses on practical psychological advice, relatable mental health challenges, and accessible education backed by her professional qualifications.
3. Anna Müller
Anna Müller creates content centered around mental health within the LGBTQ+ community. Through personal storytelling and discussions around ADHD and identity, she has built a highly engaged audience of 1.8 million followers.
4. Nadia Addesi
Nadia Addesi focuses on emotional regulation, trauma recovery, and healthy relationships. Her approachable style resonates with audiences looking for practical advice delivered in a relatable way.
5. Jake Goodman, MD
As a clinical psychiatrist, Jake Goodman has become a trusted voice on topics such as ADHD, anxiety, and evidence-based mental health practices. His content successfully combines medical expertise with actionable guidance.
6. Dr. Kojo Sarfo
With around 6 million followers, Dr. Kojo Sarfo uses humor, skits, and storytelling to increase awareness around mental health conditions including ADHD and autism. His content helps make complex topics feel approachable and engaging.
7. Ben West
Ben West’s platform, Reasons To Stay, focuses on connection, hope, and suicide prevention advocacy. His work has expanded beyond social media into broader campaigns for mental health support in schools.
8. Dr. Alex George
A personal fav of ours, former A&E doctor Dr. Alex George combines personal experience and practical advice to discuss mental wellbeing, resilience, and mental health awareness with millions of followers.
3 mental health influencer campaigns to draw serious inspo from
The strongest campaigns focus on genuine value rather than product promotion alone.
Mini-case study #1 – Rare Beauty
Rare Beauty has made mental health advocacy a central part of its brand identity.
By inviting advocates including Alex Elle and Sophie Beren to participate in mental health summits, the company strengthens its commitment to community impact while reinforcing brand trust.
Mini-case study #2 – Bobbie
Bobbie partnered with Mindful Mamas Club, a platform supporting postpartum mental health.
The partnership allowed the brand to connect with a highly specific audience through relevant support and educational resources.
Mini-case study #3 – BetterHelp
Alongside their strong social impact focus, BetterHelp has collaborated with a wide range of wellness and mental health creators, including Tiziana Nicola, Danny Torres, Faye Plunkett, and Emmie Marie.
These partnerships work because they place the service directly in front of audiences already engaged in conversations about improving their mental wellbeing.
Key takeaways for brands
The bottom line? Well, mental health influencers are no longer a niche creator category.
They have become some of the most trusted voices online, helping shape how people think about wellbeing, self-care, and support. For wellness marketers, understanding that influence is becoming an essential part of building successful campaigns in 2026.
And with 86% of US marketers are expected to partner with influencers in 2025 and beyond, competition for audience attention will continue to increase. The brands that stand out will be those that prioritize credible voices, community-first campaigns, and partnerships that sensitively contribute to the conversations their audiences care about.
Are you a brand, creator or influencer working in the (peri)menopause, wellbeing, fertility, pregnancy, family-building and parenting space? We’ve just launched the first of its kind Influencer Collective, powered by us here at TRB. It’s a brand new platform, built to support easier connection and spark important conversations.
