Social Media — Fitness Brand
Instagram and TikTok content strategy for a UK fitness supplement brand — 0 to 84K followers in 8 months with $0 paid spend, purely organic content.
Project Details
A UK fitness supplement brand launched with a strong product but zero social presence. The brief was clear: build an authentic brand community on Instagram and TikTok from scratch with no paid budget — pure organic content. We developed a content strategy centered on three pillars: educational (ingredient breakdowns, supplement myths), motivational (transformation stories, training tips), and behind-the-scenes (founder story, product development, warehouse operations). Output was 5 posts per week on Instagram and 7 short-form videos per week on TikTok, with community management covering all comments and DMs within 2 hours.
Deliverables
Industry
Health & Fitness / Supplements
Delivery
8 Months
Project Research
We audited 12 competitor supplement brands and found a clear gap: the established brands posted product-first content (protein powder in a shaker) while the most-engaged fitness accounts on both platforms were posting education and entertainment first. Our content audit of the top 50 fitness TikToks in the UK showed that videos under 30 seconds featuring a strong hook in the first 2 seconds averaged 8× the completion rate of longer content. We built a content testing calendar to identify the brand's top 3 performing content formats within the first 6 weeks before committing to production at scale.
Project Results
In 8 months, the brand grew from 0 to 54,000 Instagram followers and 30,000 TikTok followers — 84,000 combined. One TikTok video on 'the truth about creatine' reached 2.4 million views organically and drove a 340% spike in website traffic in a single week. Average Instagram post reach grew from 200 in month 1 to 28,000 in month 8. Website sessions attributed to social grew from 120 to 4,800 per month. The brand's email list grew by 6,200 subscribers from social bio links and story swipe-ups. Monthly DTC revenue from social-attributed sessions grew from £800 to £18,400.
