Why health care brand Supergut traded Facebook for TikTok

Intestine well being care firm Supergut is revamping its social media technique to give attention to TikTok as its major social media platform. To perform this, the model is investing its advertising {dollars} on TikTok with brief type movies advertisements — and shifting these {dollars} from Fb to TikTok.

Supergut launched as Muniq in 2020, however rebranded early this 12 months. The model shortly reached 10,000 clients who purchased its merchandise because it centered social media efforts on Fb and paid advertisements to achieve people who battle with diabetes and different continual diseases. However that early success with Fb hasn’t sustained and, on account of the platform’s inventive challenges, Supergut shifted its focus to TikTok.

“The viewers on TikTok prefers authenticity over perfection, and needs to be fascinated and educated, not simply marketed to,” Supergut founder and CEO Marc Washington mentioned of viewers variations on Fb and TikTok.

Through the use of TikTok, the model is concentrating on Gen Z girls, busy dad and mom searching for higher meals choices for his or her households and “gut-aware” millennials who’re inquisitive about intestine well being or are already investing in it. “Whereas TikTok’s demo skews youthful, it’s additionally one which’s extra open to studying about and exploring the most recent well being developments,” mentioned Washington.

As social media shifts from photographs and graphic photographs to vertical video-focused TikTok, Instagram Reels and YouTubeShorts, Supergut is seizing the second. The model is utilizing the hashtag #GutTok to introduce folks to its merchandise, have interaction them within the dialog about trending intestine well being matters and share details about the science behind the microbiome.

So far as advert spend, Washington mentioned that within the first half of 2022, Supergut was spending 85% of its paid media funds on Fb and Instagram and 15% on different digital channels. Since July, the model has shifted 40% of its advert spend to TikTok advertisements. With that mentioned, it’s unclear how a lot of Supergut’s promoting funds was allotted to TikTok, as Washington declined to touch upon figures.

Much like intestine well being beverage model Poppi, Supergut’s aim is to draw consumes who wish to be taught extra about intestine well being, Supergut’s merchandise and the science behind them as quickly as doable. Supergut’s technique is to create high-value social content material and submit it the place persons are more than likely to have interaction with it, versus publishing photographs with captions. 

Fb’s advert merchandise modified dramatically after iOS 14 was released. Based on Washington, Fb was not a dependable supply of environment friendly buyer acquisition attributable to iPhone customers’ skill to decide out of app monitoring.

“For us, this ‘disaster’ turned a chance to shift extra of our consideration and sources to natural content material with the final word aim of build up our personal advertising distribution channels in addition to influencers and podcasts, each of that are already bearing fruit,” mentioned Washington. “The truth that intestine well being was taking off on TikTok made the timing work much more in our favor.”

Gen Z has been bringing the conversation about gut health to life not solely as a hashtag, but in addition by main the dialog.

“It’s a spot the place Supergut can deal with one thing heady like intestine well being in an genuine method whereas nonetheless having enjoyable with its viewers,” mentioned Jinia Shembekar, technique director at content material advertising company Manifest. “In shifting away from conventional advertising techniques, the model has discovered success and worth in creating high-quality, partaking and shareable content material.”

Why health care brand Supergut traded Facebook for TikTok

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