Health influencers drive real behavior, but trust rests with doctors and patients. As creators gain reach, healthcare marketers must harness influence while protecting credibility, safety, and compliance in a high-risk category.

The news: Meta’s Threads is adding direct messaging (DM) and a “highlight” feature to show trending topics related to a user’s feed. Our take: DMs will allow consumers to interact directly with brands and could open up a new customer service channel, while brand social media accounts could become part of the narrative as new “highlight” trends arise. Marketers and social media managers should boost brand presence on Threads by engaging with followers and posting on relevant trending topics.

Brands launch campaigns for Mental Health Awareness Month: From Kenneth Cole to Calm, brands are recognizing the value of mental health messaging.

Mother’s Day campaigns are shifting toward personal storytelling, creator partnerships, and emotionally resonant content to deepen consumer connection. For marketers, it’s a reminder that authenticity and brand values can drive both engagement and sales.

Mental health M&As have been firing up—and Calm joins along: The mental health app is acquiring Ripple Health to diversify its mental health offerings. We unpack what it means for its business strategy and how it's part of a larger trend.