In a world where stress can feel like the default, Calm and Headspace have created a digital haven for mindfulness.
Both brands have attracted millions of followers by making it easier to find peace—even if it’s just one scroll at a time.
But how do these brands stand out in such a crowded social space? Let’s see how Calm and Headspace have each carved their niche.
Calm’s social media approach
Calm has come a long way since its launch in 2012. Co-founders Alex Tew and Michael Acton Smith saw the everyday struggle with stress and aimed to make wellness more accessible. Fast-forward to today, Calm has become a digital wellness leader, helping people relax with everything from guided meditations to sleep stories.
On social media, Calm shares a little of that same peace, letting followers take a mindful breather whenever they need it. Here’s a look at Calm’s social media following:
- Instagram: 3.2M
- Facebook: 1.2M
- Twitter: 266.9K
- LinkedIn: 348K
- TikTok: 896.2K
- YouTube: 1.03M
On Instagram, Calm creates a visual oasis for its 3.2M followers. What really stands out are the pastel blue colors, peaceful nature pics, and relaxation tips, which make for an easy mental break.
They share calming videos—breathing exercises, gentle sounds—perfect for those ‘I need a break’ moments. Plus, they add inspiring quotes and self-care reminders that always seem to appear just when you need them. It’s a vibe, making them a must-follow if you’re looking to add a little more peace to your scroll.
Their Facebook page has 1.2M likes and 1.4M followers. Calm follows a different strategy here. While Instagram is all about quick relaxation with cool graphics, Facebook feels more like a community space—longer posts, helpful articles, and active conversations give followers a place to share wellness tips and victories. Calm jumps in with comments, too.
Their TikTok page boasts 896.2K followers and 4.4M likes, with Calm’s most viewed video hitting an impressive 50M views. What’s the secret? Staying responsive and on-trend adds an element of fun that’s less common on their more static Instagram and Facebook feeds.
With 348K followers on LinkedIn, Calm blends wellness with workplace wisdom. They share articles on mental health, highlight corporate partnerships, and offer tips to make work life a bit easier.
Their posts are eye-catching and engaging, sparking conversations and fostering a community centered around workplace wellness. It’s all about helping companies create a happier, healthier environment!
Calm’s official YouTube channel has 1.03M subscribers and 767 videos, offers the perfect spot to unwind and find your zen. Each video provides a mental reset—whether you need to decompress after a hectic day or drift off into dreamland, it’s your go-to escape.
Headspace’s social media approach
Another popular mindfulness app, Headspace is designed to help users reduce stress, improve focus, and boost overall well-being.
Launched in 2010 by former monk Andy Puddicombe and Rich Pierson, it offers guided meditations, sleep aids, and various mindfulness practices tailored to different needs. The idea came from Andy’s own experience with the transformative power of meditation, inspiring him to make mindfulness accessible to everyone.
The app combines Andy’s meditation expertise with engaging animations and user-friendly features, making it fun and approachable for people of all backgrounds and ages. This same essence extends to their social media, helping them reach beyond their user base.
Here’s a quick snapshot of their following on social media:
- Instagram: 1.4M
- Facebook: 796K
- Twitter: 308.3K
- LinkedIn: 587K
- TikTok: 1.7M
- YouTube: 732K
Headspace’s Instagram account, with 1.4M followers, is full of beautifully playful and charming content. The burst of animated graphics is instantly heartwarming—very cute, very inviting!
Their posts feature colorful visuals and quick tips that make meditation feel like a joyful adventure. By inviting followers to share their experiences, they create a community vibe, making everyone feel part of the journey.
Headspace’s Facebook page has 765K likes and 796K followers, but unlike Calm, they haven’t posted since 2022. The existing content is mostly images with a few videos sprinkled in.
However, these posts still serve as a helpful library for those looking to unwind and boost their mental well-being.
Headspace’s TikTok page continues the fun parade with 1.7M followers and 10.5M likes, while their most-viewed video impressively reached 473.5M views—a 400% jump over their follower count!
Interactive challenges invite followers to join in, creating a community where everyone can share their mindfulness journeys. Perfect for a quick mental reset in your day!
Headspace has 587K followers on LinkedIn, where they focus on workplace well-being. They share articles, resources, and motivational content to engage professionals and spark community discussions. Plus, they keep followers updated on company news and initiatives, all while promoting the benefits of mental well-being at work.
Headspace’s official YouTube channel has 732K subscribers and 427 videos—nearly half of Calm’s video count. Their content offers guided meditations to help you relax, focus, and find your inner peace.
Read More: Wondermind Social Media Strategy: A Mental Fitness Revolution On Social
How Calm & Headspace differ in strategy
1. Content styles that are poles apart
Calm’s social media feels like a peaceful retreat, filled with soothing blue landscapes, dreamy nature sounds, and sleep stories that softly whisper ‘relax.’
The founders describe Calm as the “Nike of the mind”, drawing inspiration from the iconic brand’s success. Following this lead, Calm partners with celebrities, tapping into their influence to reach a wider audience.
Headspace leans into scientific analogies, prioritizing data to back their approach. They promote educational content that explains stress-relieving concepts.
Their posts often share tips for integrating mindfulness into daily life, making it especially relevant in professional settings—a strategy that appeals to both individuals and businesses.
2. Varying range of engagement
Calm creates a cozy atmosphere, inviting followers—known as #CalmPartners—to share their relaxation stories. They encourage users to explore the app and discover their favorite ways to de-stress, offering a gentle nudge to prioritize self-care.
Headspace amps up engagement by creating interactive content like challenges and discussions that draw you into the mental wellness community. It’s all about connecting and sharing your journey with others—bringing a truly supportive vibe.
3. Favoring contrasting aesthetics
Calm’s team is on a mission to help individuals detach and reconnect with their roots. It’s all about tranquility—soft colors and serene landscapes that feel like a peaceful escape. They keep it raw and natural, a gentle reminder to return to your own habitat for some me-time.
Headspace, on the other hand, embraces vibrant designs and playful animations that bring out our inner child. Their cartoonish style makes meditation feel approachable and less intimidating, especially for newcomers—it’s like being invited to a party where everyone’s all about good vibes.
4. Choice of platforms
On platforms like Instagram and Facebook, Calm shares heartfelt testimonials and gentle reminders to try the app. Collaborations with influencers help spread their message, making the brand feel like a trusted friend.
Headspace knows where their audience spends time and embraces it fully. They’ve moved away from Facebook, focusing instead on LinkedIn and TikTok. As younger audiences step into their professional lives, Headspace is right there alongside them.
5. Nuances of tonality & core messaging
Calm’s messaging focuses on relaxation and self-care, using gentle, soothing language that encourages followers to take a moment for themselves.
Headspace takes an upbeat, energetic approach, focusing on outcomes. They engage their audience with humor and relatable scenarios.
Calm vs. Headspace in a snapshot
Here’s a platform-by-platform breakdown of their social media growth:
1. Instagram
From July to October 2024, Calm received nearly double the total engagement of Headspace. However, Headspace led in engagement rate, with 11.9% compared to Calm’s 11.7%. Notably, Headspace shared 10 more posts than Calm during this period.
Reels are the most frequent and engaging post type for Calm, while carousels perform best for Headspace. It’s a clear example of how two brands in the same industry can have contrasting top-performing formats.
2. Facebook
Headspace doesn’t post on Facebook at all, however Calm posted 32 times over the last three months, generating 7,273 engagements with an engagement rate of 0.4%.
Calm’s posts on Facebook are a mix of 53% photos and 47% videos, with photos being the most engaging format.
3. TikTok
Calm has taken TikTok by storm. With just 55 posts from July to October 2024, they achieved a total engagement of 29,886 and an engagement rate of 3.3%. Despite posting 32 more times, Headspace garnered 19,914 total engagements, resulting in a 1.2% engagement rate.
4. Twitter
Calm is highly active on Twitter, with 550 posts in the past three months, achieving a total engagement of 28,289 and a 10.6% engagement rate. In contrast, Headspace posted only 34 times, with a total engagement of just 19.
5. YouTube
On YouTube, Calm posted 47 videos from July to October, while Headspace shared 40. Despite fewer videos, Headspace leads with a total engagement of 7,677 and an engagement rate of 1.0%, while Calm follows closely with 7,169 engagements and a 0.7% engagement rate.
Give Keyhole a try
While both brands share the same industry, they each shine on different platforms. Calm’s gentle encouragement is a stark contrast to Headspace’s upbeat energy, but each resonates in its own way.
No matter which style you connect with, finding a little escape into mindfulness can make all the difference. Tune in to what you need, and make mindfulness part of your everyday routine.
And if you’re curious about how brands in your space are doing, Keyhole’s social listening tool can help. Dive into the data and insights you need to craft your own strategy and tap into the pulse of your audience!
