Mental Health Matters
While at Later, I led my team to recognise how working online (particularly in social media) can impact our mental health. From taking “walk and talk” meetings to encouraging DND status updates on Slack, I wanted my team to feel they could build mental resilience and manage their work-life balance.
Aside from honouring and protecting our mental wellbeing at work, I also implemented a strong content pillar on mental health awareness into our content strategy. At Later, we served a community of small business owners, creators, and social media managers — all communities that have felt burnout due to social media.
From blog posts and live webinars to industry reports and social posts offering permission to take a screen break, we worked year-round to educate and support our audience on protecting their mental health.
Blog Content
As part of our blog strategy, we identified top-performing keywords around mental health and created useful and meaningful content to support our audience.
We prioritised community nurturing over conversions with this type of content and worked with key opinion leaders and experts in the field to deliver top-tier content.
Digital Events
For Mental Health Awareness Month 2023, Later hosted a live digital event that invited our audience to tune in, and chill out!
By securing top talent, and crowd-sourcing burning Qs from our audience, we had over 3,000 live attendees. and acquiring further leads through our on-demand replay.
Hosts & Guests:
Industry Reports
Working in partnership with our Data Intelligence and Research teams, we lead an investigation into the mental health of our creator community.
The Result? Later’s Creator Mental Health Report.
The report was downloaded over 500 times on the day of launch, with multiple brands, creators and influencers referencing its findings throughout the launch week.
Social Media
As a content pillar for Later, we worked closely with the social media team to support our community across Instagram, TikTok, X (Twitter) and LinkedIn with actionable tips, guidance and resources.
Often, our most engaged with content would be when we reminded our audience to take a screen break, or offered permission to put their phone on mute.
If you fancy little reminders to stall your scroll, Later is a good account to follow!
ADDITIONAL TALENT:
Content Marketers: Jill Warren, Monique Thomas, Jess Worb, Alyssa Gagliardi, Amanda Demeku, Hannah McInnal
Designers: Chin Tan, Martina Freyer, Bianca Chubb, Poppy Higgins, Euan Murphy
Social Media Managers: Mel Brittner, Christine Colling, Lindsay Ashcraft, Chantal Hermetz