82 Time August 17/August 24, 2020
In the morning, I wake up feeling refreshed. I can’t
remember the last time I felt this way first thing in
the morning. I roll over and check my score: 94. Suc-
cess. The charts show that I had not only slept well,
but I also got plenty of deep sleep. “I’m not giving
you a perfect solution for sleep,” Suarez says before
I leave the resort, “I’m just showing you what hap-
pens when you do things right.”
When I return from the sleep program, I feel bet-
ter physically than I have in a long time. I find my-
self making decisions based not on my health, but
on how they will affect my sleep quality. I don’t have
coffee late even though it’s a struggle to stay awake
back on the East Coast. I do my wind-down routine
and spray my lavender spray and sleep hard through
the night. The biggest change, though, is how often
I think about my sleep, which is constantly. I join a
gym, something I had been meaning to do for a year,
simply because I know it will help me sleep. And it
does work—for a while.
My perfect sleep routine begins to devolve even
before the pandemic hits. At home, I fall asleep with
the TV on watching Monday Night Football. I don’t
have time to exercise every day. Unsurprisingly, I’m
much, much more stressed than I had been at the
luxury hotel with every amenity in the world and no
job to do. I need motivation—inspiration—so I turn
to Instagram, and I find @followthenap.
Alex Shannon is a “sleep influencer” who spends
most of his time running the account, crafting cozy-
looking images of heavenly sleepscapes. He started
the account a year and a half ago and says he has
noticed a substantial growth in the focus on sleep
health in the time since. The boom in products has
been good for him too. Every new supplement or
sunrise alarm clock or mattress is another potential
sponsorship. He’s one of only a few influencers fo-
cused solely on sleep, but plenty of general wellness
influencers also dabble in sleep, and the content is
there. More than 26.8 million posts on Instagram
have been tagged #sleep and almost 4 million have
been tagged #nap. Even now, when he’s not travel-
ing because of COVID-19 concerns—he was often
sent to expensive sleep retreats gratis, in exchange
for posts—Shannon has pivoted his sleep content
to his own home. And he says he’s had a lot of in-
terest from foreign travel boards making plans for
when the travel restrictions are lifted. “I feel like as
recently as a few years ago, making rest and relax-
ation a priority was seen as selfish somehow,” Shan-
non says, “but with the rise of ‘self-care,’ it’s be-
come much more acceptable to slow down and take
care of ourselves.”
Part of that impulse to slow down has been engi-
neered by sleep companies themselves. If wellness
can look good on Instagram, it can make money. Just
take the boom in Casper sales. Casper was hardly
the first mattress startup to market, and it wasn’t
even the first to roll its mattresses. But in 2014, the
company encouraged customers to post videos un-
boxing their Casper mattresses and watching them
unfurl. The influx of mesmerizing videos, all featur-
ing Casper’s logo, helped the company become the
leading brand in mattress startups. James Newell,
a vice president at an investment firm that backed
Casper, said in an interview with Freakonomics that
Casper “would tell you they’re not a mattress com-
pany, they’re a digital-first brand around sleep.” It
helps that Casper is estimated to have an $80 mil-
lion marketing budget.
“Our brand ambassadors”—a common syn-
onym for influencers paid to promote a product—
“are providing their honest feedback and review of
our products, providing potential customers with
another perspective outside of our own,” says Ju-
lianne Kiider, the affiliate and influencer manager
for Tuft & Needle. “The way we sleep is such a per-
sonal thing, so these diverse perspectives help guide
followers to the right product for their own sleep-
ing habits.” Several major mattress brands declined
to share data about how much of their advertiser
budgets are spent on influencers, if mattresses are
given to influencers for free, and how well influ-
encer marketing really works. But a scroll through
major wellness- influencer accounts shows plenty
of cozy bed photos with discount codes in the cap-
tions. Shannon says in this scenario, the influenc-
er’s payment is often a kickback of the percentage of
mattresses sold with their discount code. For him,
it’s paying off.
“We all dream of being a little more relaxed, a little
less stressed and not feeling guilty about indulging
ourselves,” he says. That dream—of sleeping through
the night and being more relaxed and waking up
refreshed and ready for the day—is exactly what has
made sleep wellness such a lucrative industry.
In March, four months after my visit to the sleep
retreat, COVID-19 began to spread in the U.S., and
the dream felt further away than ever. Several of my
friends got sick, and I stopped sleeping. Then the
Black Lives Matter protests began, and I continued
to sleep fitfully, worried for my friends and fellow
citizens. This time, though, I knew what mistakes
I was making. I knew that stress was keeping me
awake, bolstered by scrolling through my phone for
news updates until 11 p.m. and not exercising and
having another glass of wine. I knew all that, but I
was too stressed to stop. One night, in a sleepless
haze, I swiped away from the news and found myself
browsing my old online shopping haunts. I added a
lavender spray and a new set of pajamas to my cart,
and clicked Buy Now.McKinney is a features writer and co-owner at
Defector Media‘We all
dream of
being a
little more
relaxed, a
little less
stressed.. .’Alex Shannon,
sleep influencerSleep