In a climate where stress and burnout can be one of the leading causes of anxiety in the workplace, it is important to recognise the great tools that are available to you online. Headspace was started with a mission to improve everyone’s health and happiness in the world, and it is succeeding every day.

Following from the YouTube Culture and Trends 2022 report, 83% of Gen Z users have said that to face feelings of anxiety and stress, they have used YouTube to watch soothing content that helps them to relax.

This month we have decided to look at a channel that is creating content just like that… HEADSPACE. With free accessible content they create a culture where looking after your mental health is a priority in a fun way.

Here are some examples of how Headspace use their YouTube channel to encourage all viewers to join the community and come back for more:

1.      Their homepage is:

Established

The channel homepage for Headspace has been made easy to use, so that it is accessible for any age group who might wish to access Headspace content for free. Each topic is split into different sections, using clear titles and descriptions, so that all relevant content for a specific viewer is easy to find. Some channel sections include content for kids, sleep, quick fire meditation and music, providing a range of themed content that viewers can choose from.

Structured

Headspace have an informative channel trailer that introduces the importance of recognising stress and anxiety, before moving on to other specific content. 59% of Gen Z users have said that they will always watch short-form content to find out what types of long form content they might enjoy. Interestingly Headspace have organised Shorts to be at the top of their channel, creating a clear focus of leaving a viewer wanting longer, more detailed content, which can be found further down the channel homepage.

2.       Their branding is:

Striking

Headspace branding is always very noticeable and clear, they use bright colours and illustrations throughout their channel. This bold characterisation is carried through their logo, channel banner, thumbnails, and their content. By using big bold text, and clear and fun positive designs, videos on serious topics become more accessible and easier to watch without minimising or trivialising the content.

Familiar

Headspace share many different types of content and series, ranging from short form breathing exercises to long form videos, featuring well-known stars such as Andi Puddicombe and John Legend. Using familiar faces in videos draws viewers in because they are more likely to want to learn from them. Headspace places their faces at the forefront of their thumbnails ensuring viewers know exactly who they are receiving information from, while also encouraging fans and followers of those stars to engage in this specific content.

3.      Their shorts are:

Unique

With a world that is so fast paced, Headspace has created unique, fun videos encouraging their audiences to find a minute of calm when they are so frequently on the go. They use the Shorts title format to address their audience as if they are there in that moment with them encouraging calm. Addressing their audience in this way encourages them to stop for a moment and engage with their content which will ultimately leave a lasting impression.

Reactive

YouTube Shorts need to be made with the aim of getting viewers interested straight away. To do this, Headspace ensure that every video causes a reaction from the viewer, whether that be taking part in a short exercise that has been presented on the screen in that moment, or digesting information such as tips or suggestions about specific topics and doing something with the content at another time.

4.      Their content is:

Diverse

Headspace is a brand that always aims to reach out to multiple diverse groups, encouraging them to use their resources. They have focused on diversity and mental health by using YouTube Live to host collaborations where they discuss mental healthcare for Transgender youth, as well as joining Black women photographers to ‘spotlight the significance of meditation for historically excluded groups. Using their platform to talk about these important topics not only makes their community inclusive for everyone, but it also acts as a space to educate others.

Informative

The channel content for Headspace aims to inform and educate their audiences on forms of meditation, self-care and real issues that face society on a day-to-day basis. Every video has been created to suit the target and age of the specific audience with a lighthearted tone so that dealing with stress and high-pressured experiences can be done in a positive way.

With the world we currently live in, self-care and reflection is more important than ever, and sometimes a little bit of guidance is all we need to join a community and start the conversation.

Well done Headspace for managing your YouTube channel with very well optimised content to create a community where positivity and calm is at the forefront of everything you do.