Nutrisense helps people build sustainable habits by monitoring how factors like food and exercise impact their bodies at a metabolic level. The health technology company—recently named a top 5 health and fitness website—offers its members a platform, program, continuous glucose monitoring (CGM) device and app. This suite allows members to track and analyze their blood sugar responses in real time.
Nutrisense uses multiple social media channels—Facebook, Twitter, LinkedIn, TikTok and Instagram—to deliver content designed to educate audiences.
“We use our social media platforms primarily to amplify our mission and educate audiences to improve their metabolic health, and impact our marketing funnel” said Luz Cortázar, Marketing Manager at Nutrisense. “We want to empower people with knowledge and show them how Nutrisense can help them make lifestyle changes to achieve better health.”
Nutrisense had about 25,000 followers across its social media profiles in July 2021, when Cortázar took on the responsibility of creating and managing the company’s social media content. Fast-forward to the end of 2022: Nutrisense’s social media engagement grew by 45% and their community had expanded to more than 130,000—an increase of 469%. According to Cortázar, one of the vital factors in that growth has been maximizing user-generated content (UGC) with help from Sprout Social.
“Sprout helped me see that UGC—not just pictures, but also video—is the key to generating engagement with Nutrisense’s audiences,” Cortázar said. “People love seeing other people’s stories.”
Using insights from Sprout to amplify UGC that advances the customer journey
Cortázar said UGC is especially effective for entertaining Nutrisense’s target audiences. Although her team was aware of the power of UGC, using Sprout Social made it easier to collect UGC, amplify their potential subscribers and keep current members engaged.
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Posted by Nutrisense on Tuesday, August 2, 2022
With Sprout’s Reports, Cortázar can identify which content resonates best with Nutrisense’s audience so that they can replicate success on other channels. “I can see performance by profile, post and other metrics that help me understand how our content drives engagement and impressions,” she said.
That, in turn, allows them to collaborate more effectively with other departments, like paid media and partnerships. “Sprout helps us work together better to move people down the funnel,” Cortázar said.
“Being aware of what’s working in organic and what our members are sharing helps us provide insightful information with the Paid Media team.”
Cortázar offers this example to underscore how the strategic use of UGC impacts Nutrisense’s brand awareness efforts: “We started working with a partner who was using our program and gaining popularity on TikTok. He was sharing his food experiments on his profile, so we started creating ‘explainers.’ I would write a script, and one of our registered dietitians would explain his reaction to the experiment. The combination of those two formats, experiments and explainers—with the added push of our paid media team—helped us add almost 79,000 followers during the third quarter of 2022.”
The growth we’ve seen in our social media community reflects our team’s investments in content creation—and how the insights we’re getting from Sprout are paying off.Luz Cortázar
Social Media Marketing Manager
Finding more time for content creation thanks to Sprout’s timesaving features
The exponential growth of Nutrisense’s social media community is an outcome that Cortázar didn’t necessarily plan on when she first started using Sprout. She also emphasized that for Nutrisense, having an engaged community is more important than fostering a massive following.
“As a content creator, it’s the engagement that matters,” she said. “If a person interacts with your content—liking it, commenting on it, saving it or sharing it—you’ve done something well.”
What Cortázar initially wanted from Sprout was a community management tool that would help save her time so she could focus more on what she loves to do most—creating content, especially video. But Cortázar said what really sealed the deal for her when selecting Sprout, was the Smart Inbox.
“We can monitor everything in one place—Instagram, Facebook, LinkedIn, Twitter, TikTok, comments from organic. It’s a game-changer,” she said. And because Sprout has made community management so much easier, Cortázar has delegated that responsibility to Nutrisense’s customer success team, so she can now devote about 70% of her average workday to content creation and the rest to strategizing.
A sustainable social strategy starts with smart insights
With Sprout, the Nutrisense team can prioritize the work that matters most to their business and members.
Learn how Sprout Social can help you better serve your target audiences by elevating your community management and increasing collaboration across your teams. Request your free demo today.
We are a data-driven team, so the reports I can pull from Sprout help me understand which content performs better. This helps me plan, strategize and see what things move the needle across the funnel—which is important on platforms that continuously change their behavior. Sprout’s Reports are my best ally. It’s the tool I value the most.Luz Cortázar
Social Media Marketing Manager