Astrology is more than a meme; it’s part of a billion-dollar business
Not too long ago, a horoscope was something you might read in the back of a magazine before tossing it in the trash. Now, you’ve probably come across at least a couple of astrology memes on social – and thinking back to the magazine, you might assume this latest social fad is equally headed toward the garbage. But it’s actually part of a billion-dollar business that shows no signs of slowing down. Whether you know every detail of your birth chart or dismiss it all as “woo woo,” we think it’s worth paying attention to astrology, especially if you have a digital footprint.
Here’s why:
A report from market research firm IBIS World found that Americans spent $2.2 billion a year on “mystical services” - think horoscopes, palm readings, astrology apps and more.
That’s not just from people going to their local psychics. A lot of it comes from apps - according to app-tracking firm Sensor Tower, app revenue in the astrology sector grew by 64% to $40 million in 2019.
CoStar, an astrology app known for letting you connect with friends as well as its bizarre horoscope notifications, raised $15 million from investors in 2021.
Even if astrology is not quite mainstream, it’s getting there. We’re seeing pop up in a lot of places, from marketing - brands like GrubHub and Le Creuset have partnered with Sanctuary Astrology - to the Today Show, where celebrity astrology Chani Nicholas read the anchors’ birth charts for Halloween (more on Chani later).
Although previous iterations of astrology’s reputation might make all of this feel a bit surprising, the rise of the Internet has actually made it inevitable (like, maybe it was written in the stars…?). Bringing astrology online made it accessible, and in today’s world, it can actually be a source of comfort. There are three larger themes at play that make it seem like astrology was destined for a revival, at the hands of Millennials and Gen Z.
It’s a new form of wellness. Google “astrology” and “wellness" and the results look like this: “The Wellness Trend You Should Try Based on Your Zodiac Sign” and “Astrologists Say To Add This to Your Wellness Routine.”
In the era of hacks to becoming your best self, astrology ends up being the ultimate tool that you don’t have to pay for - and can guide you on a path to using your traits to become the best version of yourself.
Astrology provides stability in uncertain times. There’s something to be said about our destiny being written in the stars, even when the world feels like a chaotic ball of fire. Today’s horoscopes seem to be less about predictions and more about recommendations for how to handle what the day could bring.
Zodiac signs are another way to relate to each other. Astrology can be so much bigger than where you grew up or what you do for a living (if you let it). Whether it’s sharing a funny meme or bonding over sign similarities, astrology has become part of the digital vernacular. What used to be “A/S/L?” (age, sex, location) is now “what are your sun/moon/rising signs?”
That’s not to say it’s all good. Social media users will carelessly write off an entire zodiac sign based on the traits associated with it. Believe it or not, it happens in real life, too – looking at you, JLo (allegedly). Here’s hoping the new-er age astrology, which is focused on self-improvement and acceptance, ends up being the way forward.
In the past, an interest in astrology might make you seem self-involved, and while that’s not totally wrong, today’s astrologers deserve a lot of credit for bringing the industry to a more values-driven space. That brings us back to Chani Nicholas, a standout in the digital astrology community.
Chani started her career with an astrology newsletter (owned platforms!) and eventually went on to become the “resident astrologer” for the Oprah Magazine website. Fast forward to early 2020, she released a book and was dubbed “Your Favorite Internet Astrologer” by the New York Times. Her policy of radical self-acceptance and vocal support for marginalized communities resonated through the events of 2020, and today she has “a community of over one million monthly readers.”
Chani’s own digital strategy is worth deeper examination, from her easy-to-understand videos that explain what the stars have in store to her cohesive look across social to website to app. She’s spent years building her brand and is among the first of her peers to break into the mainstream, but she certainly won’t be the last.
Some others to check out? Susan Miller is a legend who’s been at it since 1995. Aliza Kelly is currently the resident astrologer for Bumble and The Cut. Ross Clark is the Sanctuary CEO who brings a business perspective to the conversation. Meme accounts @notallgeminis, @glossy_zodiac and @astrowonders are just a handful of those you’ve probably seen in your Instagram Stories.
That list barely scratches the surface, and there’s so much to explore. Know that just because you’re not an astrologer doesn’t mean you can’t sprinkle in some of the fun. Here are a few quick ideas to get you started in using astrology as a new way to show people another side of your personality:
Share a funny meme from an astrology creator to your page and explain why you relate to it
Ask your followers their signs through the question feature in Instagram Stories
Reference your sign in a post caption (i.e. “The Virgo in me…”)