HUM

NUTRITION
SOCIAL
MEDIA AUDIT
by Dawn Jacob

05.03.2020 | COM 464

SOCIAL MEDIA AUDIT
INTRO +
OVERVIEW

Introduction
HUM Nutrition is a for-profit vitamin and supplement company based out of Los
Angeles. The company was founded in 2012 by Walter Faulstron and Chris
Coleridge with the focus of beauty from within. The all-natural products are designed
to be simple and tell you exactly what they will do for your skin and body,
backed by research and science from registered dietitians. The products range
from acne prone problems to gut health, and by taking a quiz people are matched
with personalized and effective solutions to whatever problems they may be dealing
with. Along with the supplements, customers are matched with a free personal
nutritionist. HUM is available online through its website, or through retailers
such as Amazon, Sephora, or Free People.
 
Organization Overview
HUM Nutrition uses bright colors and simple designs to draw people in. When
visiting humnutrition.com, one is automatically prompted a call-to-action:
to take a personalized quiz to find out recommended products for personal problems
one may be experiencing. The company’s press includes popular publication such
as VOGUE, Allure, Forbes, Refinery 29, well+GOOD, and mindbodygreen. While the
website does not specifically state who is responsible for their social media
efforts, the company’s LinkedIn states 58 of their employees. When searching
for public relations efforts for HUM Nutrition, Christa Pok appeared in the
search—who is listed as a Social Media Strategist at HUM Nutrition.
SOCIAL MEDIA
EFFORTS

Current Social Media Efforts

Currently, HUM Nutrition utilizes multiple
different social media channels, including Instagram, Facebook, Twitter,
LinkedIn, Pinterest, and YouTube. HUM has also implemented their own blog, The
Wellnest where audience members can view an assortment of posts about different
aspects that HUM Nutrition targets, such as skin and hair. At the very top of
the blog, along with the heading for each problem area, viewers are called to
Shop HUM. At the bottom of each article, viewers are called to subscribe to the
Wellnest, their weekly newsletter, by entering their email and to follow them
@HUMNUTRITION—followed by their hashtag #startwithin. HUM Nutrition’s target
audience is females aged 18-35 who are looking to improve targeted health and
wellness issues such as acne prone skin and bloating.
 
Competitor’s Social Media Efforts
HUM Nutrition’s top competitors are vitl,
which are tailor made supplements and at home nutrition tests, and Ritual
vitamins, trendy multivitamin supplements. HUM, vitl, and Ritual are all
monthly subscription based.
SOCIAL MEDIA
AUDIT

 
1. Analysis of HUM Nutrition’s Social Media
HUM Nutrition’s most successful social media page would have to be their Instagram
page—with 220,000 followers and the most engagement on their posts. On their
Instagram page, they utilize many tactics to get their audience to engage with
their content, such as Instagram stories, quizzes, polls, and asking questions
that people can comment on their posts. You can tell that their posts are
strategically planned out around the color of whatever supplement they are
promoting to keep up with brand consistency. By keeping their page simple and
colorful, you can tell they are marketing to a target audience of females
probably ages 18-35 looking to improve their health and wellness. They also
utilize the hashtags #humnutrition and #startwithin on many of their posts. On
specific product posts, they always hashtag the product they are promoting,
like #SKINSQUAD for their skin squad pre+probiotic. Most of the comments on
posts are users replying to the theme of whatever the post may be, but if you
look through the different posts of Instagram, you can see the HUM is
interactive with their audience and always respond to questions and usually
reply to comments with emojis. When customers comment with things like their
favorite combination of HUM products, they’ll respond back with comments about
how happy they are that they like the products and follow up with a question
about how they are working out for them. They also use their Instagram to
display before and after photos from customers. Their Instagram is professional
but also has a little bit of a silly flare to it, as they often post videos of
animals doing funny things to give people a laugh and stay consistent with
posting content.