If you think you feel a bit better after scrolling through this list, you aren't imagining it. When you consume wholesome content, your body releases dopamine, the feel-good chemical responsible for motivation, satisfaction and pleasure.
“People specifically seek out content for self-care, to help regulate their mood,” says Earnest Pettie, a YouTube specialist in culture and trends.
The team at influencer marketing platform Social Cat defines wholesome content as any online post, video, or image that feels genuine, uplifting, and heartwarming.
"It focuses on positivity, kindness, and real moments rather than flashy ads or hard sells," explain the experts. "It often highlights small joys and human connections that feel comforting. Wholesome content can be shared across any platform, from Instagram Stories to TikTok videos."
According to Social Cat's team, influencers should capitalize on wholesome content because audiences are more likely to trust creators and brands that feel honest and approachable. Warm, fuzzy posts also drive engagement. "Positive emotions inspire likes, comments, and shares, amplifying reach," they say, adding that wholesome content can strengthen your brand's image.
"Wholesome stories align with values like empathy and community, helping brands stand out in crowded markets," notes the site.
Puccinelli agrees that authenticity is the 'holy grail' for marketers nowadays. That's because people have grown so skeptical that it’s not easy to convince them that your brand is authentic. Many accuse companies of trying to pull the wool over their eyes. Maybe by not being as environmentally conscious as they claim, or attempting to illicit emotion in a cynical, profit-driven way.
“For instance," says the expert, "creators have in the past fallen out of grace with their loyal fanbase because they have been seen as profit-orientated.”
Not everyone is a fan of wholesome content when it comes to marketing. Some believe it's too soft to be able to sell. But the team at Social Cat says in reality, wholesome content is about sincerity rather than perfection. "It’s not about glossing over challenges but embracing authenticity," the explain. "Audiences appreciate raw moments as much as polished ones."
Wholesome content comes in all shapes and sizes. You get nostalgic wholesomeness, which includes things like throwback photos or stories that tap into shared memories. Then there's educational wholesomeness, or what Social Cat describes as tutorials that are informative yet warm and encouraging.
"Community wholesomeness [is] user-generated content showcasing real customers using products in everyday life," add the experts.
The meaning of "wholesome" has changed over the years. It once carried an almost innocent, 'good' connotation.
"In the Nineties, being wholesome was practically synonymous with evangelical morality. Katie Holmes was wholesome. So were conservative family values," writes Amy Francombe for The Standard. "Simply put: it wasn’t what young people aspired to."
Gen Z has put a whole, new spin on the word... as they tend to do with many things.
