Launching a TikTok account for a nutritionist: from 0 to 75K followers

Promotion in TikTok

Anna Gogoleva contacted us with a request for comprehensive promotion of her brand. She is a nutritionist, dietitian, herbalist and visceral therapist with over 12 years of experience.

Details

GEO

The whole world (Ukrainian-speaking and Russian-speaking)

Target audience

Men and women between the ages of 25 and 65 who are health-conscious are looking for alternative treatments

Niche

Nutriciology

Anna’s arsenal is impressive: a Master’s degree in Naturopathic Medicine from the Hannover Institute of Natural Sciences, a certificate in nutrition and visceral therapy, and a diploma in biochemistry from Harvard Medical School. She founded her own School of Health and is a member of the European Academy of Nutrition, Dietetics and Behavioral Therapy (Germany), the European Society of Naturopathic Medicine and Metaphysics.

At the time of meeting us, her main sales tool was Instagram, where she already had about 30 thousand followers. Despite this significant audience, the potential for further growth was huge. She also decided to try out a new platform – TikTok, where she started from scratch.

Her goal was to expand the reach of her brand and reach new heights in her practice. With her extensive experience and deep knowledge, she wanted to share her ideas and techniques with even more people. The challenge was not only to maintain and grow her existing Instagram audience, but also to build a new community on TikTok.

Together we began this exciting journey, and she managed to achieve incredible growth to 75k followers on the new platform.

Task

Client: Нутрициолог, диетолог, фитотерапевт, специалист по висцеральной терапии
Goal: Обеспечить экспоненциальный рост новой аудитории и увеличение продаж через комплексное продвижение.
Platform: TikTok
Term of work: from September 2023

Profile: https://www.tiktok.com/@dietolog_gogoleva

Project work

During the year, the growth of followers on the Instagram profile amounted to only 2 thousand, which indicates stagnation of content. Anna had already formed a permanent audience that actively interacted with her and bought her products, but she was interested in exponential growth due to a new audience, primarily through organic traffic.

It is worth noting that the client had previously created all the content independently, without analyzing competitors, focusing more on her subscribers and permanent audience. This helped her to bring the account from scratch to 30 thousand subscribers on Instagram and consistently receive good sales. However, the results over the past year did not satisfy her, so she was looking for opportunities to scale.

The client is a highly qualified specialist in her niche. She has a well-placed voice, knows how to create content, feels confident in front of the camera and is an excellent storyteller. These factors increase the chances of success in cooperation. That is why we were happy to take on this project.

We developed a universal strategy based on short videos to create short vertical videos for publication on Instagram Reels, Facebook Reels, TikTok and YouTube Shorts. As practice shows, the main trendsetter in short videos is TikTok. Therefore, we developed a strategy for all social networks, taking into account the trends of TikTok.

In this case, we will take a detailed look at the work based on TikTok.

Work progress

Preparation and analysis

We studied Anna Gogoleva's background and current products, including her experience, certifications and available social channels (Instagram). Identified the key areas for promotion: nutritionology, dietetics, phytotherapy and visceral therapy.

Analysis of target audience and competitors

We determined the target audience: Ukrainian and Russian-speaking users interested in healthy lifestyles, nutrition and dietetics. Analyzed competitors and trends on TikTok, Instagram Reels, Facebook Reels and YouTube Shorts to understand which video formats work best.

Account optimization

Selected the optimal account name and tags based on relevant keywords to improve visibility in TikTok search. Developed a profile structure that includes an attractive description, links to external resources and relevant hashtags.

Development and implementation of content strategy

Developed a 6-month content plan using Google for Brands' Hero-Hub-Help-Hype-Action methodology. We created a content plan for 60 short video topics with descriptions and recommendations adapted for TikTok. Identified video formats and topics that would appeal to the target audience, including educational videos, healthy lifestyle tips and interactive formats.

Подготовка технического задания для видео

Developed the structure of the video, including optimal length, key moments and timing. Provided the client with recommendations on shooting and editing the videos to ensure that they fit the style and requirements of TikTok. Prepared scripts for the first videos and provided feedback on the footage.

Launching and testing video formats

Started testing different video formats to find the ones that resonate best with audiences. Included formats such as voice-over, scripted dialogs, and product demonstrations. Analyzed the test results and selected the most successful formats for future use.

Optimization and scaling

Based on the analysis of video effectiveness, we adjusted the content plan. We added more videos of the formats that showed the best results in terms of engagement and views. Implemented testing of gallery posts in TikTok based on the success of similar formats in Instagram.

Monitoring and adjusting the strategy

Regularly tracked key metrics (views, likes, comments, conversions), analyzing which videos lead to maximum subscriber growth and engagement. We adjusted the frequency of publications and promotion strategies depending on current trends and changes in TikTok algorithms.

Implement lead magnets and work with external resources

Created and tested lead magnets for each video, attracting users to free educational materials and courses. Regularly updated the link in the profile header to the current offers and products the client was promoting.

What did we offer the client?

We started by creating a content plan for YouTube, as well as short videos for Shorts, TikTok, Instagram, and Facebook Reels.

What was included in this service:

The process of working out the target audience of the channel:

We identified the main audience.
We analyzed their needs and interests.

Competitor and trend analysis:

We studied competitors on YouTube.
We tracked trends in TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts.

Channel optimization:

We chose a channel name.
We chose tags based on relevant key queries.

Work with playlists:

We chose names for playlists.
We identified keywords for description.

Creating lead magnets:

We developed formats and names for lead magnets for each playlist.

Content plan development:

We created a 6-month content plan using the Google for Brands “Hero-Hub-Help-Hype-Action” methodology.
We selected video titles, timing, tags and hashtags.

Video structure:

We determined the optimal structure for shooting videos for business.
We developed a product review structure.

Instructions for live broadcasts:

We prepared step-by-step instructions for conducting live broadcasts on YouTube.

Content plan for short videos:

We selected 60 topics for short videos.
We wrote titles and descriptions of the main idea of each video.
We determined the approximate number of scenes and examples of competitive videos.
We provided recommendations for audience engagement.
We created three ready-made scripts.

Video formats and recommendations:

We selected formats for shooting.
We provided recommendations for shooting and editing.
Recommended editing programs and provided feedback on the first videos shot.

Instructions for using neural networks:

Developed instructions for using neural networks for writing scripts.

Report:

Created a semantic core.
Developed a content plan for YouTube and short videos.

This comprehensive approach, which our team carefully developed, made it possible to ensure effective and systematic promotion of the channel, attract a new audience, and increase the activity of current subscribers.

Structure of the online school product matrix

The work of any online school is built around a product matrix, which includes:

Free lead magnets: materials that attract the attention of new customers.
Low-cost Tripwire products: low-priced products that attract customers to the main products.
Core courses: key training programs that form the basis of the school’s offerings.
Maximizer: expensive additional variations of the main course.
Subscription: Consultations or private clubs where clients pay a small fee on a regular basis.

Anna had all of these products. Therefore, when creating content for online educational schools, it is always important to find out the immediate plans for a few months ahead. Any content for online schools should lead people to the topic of the product and further sales.

We discovered that different educational courses are released every two months. After asking what products Tripwire has, we created a content plan based on the data we received. The topics for the videos that the client will shoot lead to helping sell the planned educational materials.

This approach made it possible to create systematic content that increases audience interest and contributes to increasing sales.

Testing video formats to maximize reach

After creating a content plan and presenting new strategies, we suggested that the client test different video formats to further diversify the content. When it comes to short videos on TikTok, Shorts, and Reels, our goal is to get the most views possible. The same topic can be shot in different formats (for example, using a voice-over to ask a question, and then acting out a scene between a client and a sales manager). If a client starts shooting short videos, but they don’t get many views, you need to try different formats to find the one that will be interesting to your audience.

In each individual project, the audience may prefer different formats!

To find the formats that will be of interest to the audience, it is recommended to test 4 to 10 formats during the 1st month of work and determine which formats are most suitable for your project. For example, you have 28 formats that you can use to shoot short videos on TikTok, Shorts, and Reels in different projects and areas of activity.

After Anna shot a few videos, we provided script recommendations, and approved the editing, we started the account rollout.

Our Results

Traffic Sources:

Recommended – 87.8%. Most of the traffic comes from TikTok’s algorithm, which selects videos based on user interests. This is the most powerful source because it allows content to go viral and reach a wide audience.
Subscriptions – 5.1%. Traffic from people who are already subscribed to the account. This reflects the loyalty of existing subscribers and their active interaction with the content.
Search – 4.2%. Traffic from users searching for specific content or topics on TikTok. This indicates interest in certain keywords or hashtags used in the video.
Personal Profile – 2.8%. Traffic from users visiting a personal profile. This indicates interest in the brand or creator and a desire to learn more about other content they publish.

75118 – Total number of followers for the entire lifetime of the account.
5243 – Number of new followers, minus those who unsubscribed, during the specified period.

* Net followers is a metric that reflects the number of new followers after deducting all unsubscribes. This metric is important because it gives a true picture of audience growth, taking into account both new subscriber gains and losses.

The largest number of subscribers is from Ukraine (41.9%), followed by Kazakhstan (15.7%) and Belarus (12.4%), while subscribers from the USA make up 9.2% of the audience. The following screenshot shows the distribution of TikTok account subscribers by city: in Kyiv (23.7%), followed by Minsk (14.6%), Almaty (11.2%), Bishkek (9.6%) and Nur-Sultan (9.3%).

Now let’s look at the analytics of the top 3 videos on the account.

Video #1
Link to video – https://www.tiktok.com/@dietolog_gogoleva/video/7335876061051243781

Video Views: 1,218,788
Total Watch Time: 20,877 Hours
Average Watch Time: 60.5 Seconds
Full Video Views: 8.8%
New Subscribers: 11,812
Engagement: 29,000 Likes, 494 Comments, 29,000 Reposts, 13,000 Saves

The largest number of views came from Ukraine (39.7%), followed by Kazakhstan (14.3%) and other countries (12.1%).

Video #2
Link to video – https://www.tiktok.com/@dietolog_gogoleva/video/7332914477161303301

Video views: 1,126,089
Total watch time: 6,171 hours
Average watch time: 19.3 seconds
Full video views: 8.4%
New subscribers: 3,265
Engagement: 18,000 likes, 324 comments, 12,000 reposts, 12,000 saves

The largest number of views comes from Ukraine (38.0%), followed by Belarus (17.2%) and Kazakhstan (15.2%).

Video #3
Link to video – https://www.tiktok.com/@dietolog_gogoleva/video/7274614190877281541

Video views: 1,247,944
Total watch time: 6,883 hours
Average watch time: 19.5 seconds
Full video views: 7.74%
New subscribers: 6,906
Engagement: 20,000 likes, 364 comments, 8,213 reposts, 10,000 saves

The largest number of views is from Ukraine (37.3%), followed by other countries (26.9%) and Belarus (12.9%).

It is also worth noting that on average, 95% of traffic for these three videos came from recommendations. Of these viewers, 50% are new viewers, indicating successful outreach to new audiences, which is important for increasing content visibility and attracting new subscribers. 50% are return viewers, and a high percentage of return viewers indicates high loyalty and interest in the content, providing a stable base for continued viewing. In terms of subscriptions, 94% of viewers are not subscribed to the channel, indicating a high potential for converting viewers into subscribers.

Using galleries on TikTok to improve content effectiveness

About six months ago, TikTok introduced the ability to publish ring galleries. These are photos that are linked to music and are shown in a feed format like a video, but you can interact with them and scroll through them. Anna’s gallery post formats went very well on Instagram, so we started testing these formats on TikTok, and they also showed their effectiveness.

So, if you find it difficult to shoot systematic video content, you can also systematically publish gallery posts and get very good results from them.

Examples of galleries:

1. Gallery 1 – https://www.tiktok.com/@dietolog_gogoleva/photo/7357380033796738310 :
– Reach: 253,000 views
– Likes: 5,324
– Comments: 142
– Screenshot:

2. Gallery 2 – https://www.tiktok.com/@dietolog_gogoleva/photo/7372584563496815877 :
– Reach: 254,000 views
– Likes: 5,879
– Comments: 708
– Screenshot:

These examples show that gallery posts on TikTok can be very effective and gain significant reach and engagement. TikTok’s main task in this project is to attract the audience from TikTok to external resources, specifically to relevant infoproducts and courses conducted by the expert. Depending on the current product, we changed the link in the profile header so that people would go to the relevant product that the expert was calling for.

The main difference between TikTok and other social networks:

– On YouTube, a video can live for years and be recommended after a long time.
– On TikTok, a video has a lifespan of several days to several weeks and can gain views in the future, but not as actively as at the start stage.

Therefore, we adjusted the publication and frequency of content depending on the client’s priorities.

Conclusions

TikTok played an extremely important role in the client’s project, as it gained many subscribers in the first months of operation. About 30% of these people switched and became followers on Instagram, which, in turn, became a boost for the growth of the Instagram account.

Thanks to TikTok, the client received a new audience and numerous registrations for free events, which subsequently led to sales of courses and products.

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