According to EchoTik’s product insights, in the past 30 days, mental health books have made nearly $900,000 on TikTok in the United States alone. This indicates the growing global healing economy, which is estimated to reach $70 trillion.

    ·June 24, 2024
    ·5 min read

    In recent times, have you been feeling stressed?

    With factors such as the pandemic, war conflicts, environmental pollution, and economic downturns, “stress” has become a worldwide phenomenon. According to the latest Gallup Emotions Report, 4 out of 10 adults worldwide have experienced stress. On TikTok, the hashtag #mentalhealth has garnered over 10.19 billion views as people share their stories and spread methods and experiences for relieving mental stress.

    In the United States, there is a gradual increase in the number of people experiencing long-term depression, particularly among younger individuals. In 2021, nearly 22% of American adults received mental health treatment compared to approximately 19% in 2019. A recent study involving 80,000 young people globally found that during the pandemic, symptoms of depression and anxiety doubled. Among US youth surveyed, 25% exhibited symptoms of depression while 20% showed symptoms of anxiety. According to data from the Centers for Disease Control and Prevention (CDC), around 15% of children in the United States received treatment for mental health disorders in 2021.

    Young Americans are actively seeking ways to alleviate negative emotions and treat mental illnesses. One popular trend on TikTok is finding comfort and nourishment through psychological self-help books.

    At EchoTik(, a third-party data analysis platform, we discovered that The Shadow Work Journal: A Guide to Integrate and Transcend your Shadows has consistently topped sales charts at TikTok Shop small stores in the United States. This psychological self-help book has gained popularity through word-of-mouth (WOM) recommendations from users. Priced at $10 per book, it has sold over 46,400 copies in the past month, generating an estimated revenue of over $885,300. This makes it the best-selling book at TikTok Shop! The profit margin for this category is extremely high, estimated at 60%-70%. The related hashtag #theshadowworkjournal has garnered a total of 556 million views.

    (Data Source:

    The Shadow Work Journal heavily emphasizes short video content marketing. The small store account @Zenfulnote promotes the book by posting a large number of videos and inviting influencers to promote it. In the past 30 days, they have posted as many as 346 TikTok videos with an average view count of 129,600.

    (Data Source:

    What exactly does this “book” contain that gives it such magic?

    According to EchoTik’s findings, The Shadow Work Journal is a workbook that awakens readers’ past shadows, anxieties, or fears. The book covers topics such as understanding the formation of inner shadows, facing and addressing past traumas, and emerging from the shadows.

    Unlike traditional popular psychology books, The Shadow Work Journal not only provides insights into the origins of our inner shadows and their specific characteristics but also includes exercises for confronting these shadows. Readers are encouraged to honestly write down their thoughts and reflections on each exercise. This interactive approach encourages people to open up and actively share their experiences with others.

    Through analysis, it has been observed that promotional videos for this book on TikTok follow a similar creative approach: creators share tutorials on how to use the journal or how the self-help tools in the book can solve real-life problems. They showcase the content of The Shadow Work Journal by filming themselves using the book or highlighting specific exercises and sharing their answers. This resonates with many American viewers who relate to these emotional experiences and share their own stories.

    In today’s world, especially in economically developed countries and regions, mental health is increasingly gaining attention. People frequently discuss “mental health,” which has allowed this book to generate significant discussion on TikTok and convert into sales. It has once again sparked user-generated content (UGC) articles, creating a perfect cycle of exposure-transaction-exposure.

    Zenfulnote is a book brand based in the United States that is dedicated to helping people explore their hidden inner selves and cultivate gratitude in everyday life. They produce various journals and workbooks designed to facilitate cognitive-behavioral therapy-based interactive games. These tools allow readers to uncover their subconscious thoughts and draw strength from them, enabling them to maintain inner calm even in challenging circumstances. In the oppressive environment of the United States, Zenfulnote quickly gained attention from a wide range of consumers who were willing to invest in their products.

    According to a report by the Global Wellness Institute titled “Global Wellness Economy: Beyond the COVID-19 Pandemic,” it is projected that the global healing economy will grow at an annual rate of approximately 10%. By 2025, the market size of the healing economy is expected to reach $70 trillion. The Global Wellness Institute emphasizes that the understanding and experience of the healing economy have been significantly influenced by the pandemic, and future trends in this sector may undergo some changes. Researchers at the Global Wellness Institute suggest that consumer intentions for healing consumption may shift from escapism towards self-protection, self-care, and mental health. Consequently, products and services derived from mind-body healing, such as psychotherapy, music therapy, aromatherapy, and movement therapy, will find new markets. People will increasingly be willing to pay for experiences that promote well-being. will continue to accompany you to explore the new opportunities of global video and live e-commerce, and provide you with TikTok related information and guidance on product selection and operation. Welcome to follow!


    Chrome Extension:

    Let you get 10x monetization on TikTok