As a direct result of viral TikTok videos claiming health benefits of liquid chlorophyll, there was a 3,691% increase in search and a 500% increase in sales at The Vitamin Shoppe in just one week, causing many locations to sell out in days.
Another social media phenomenon is creatine; resulting in +91.4% purchase increase at The Vitamin Shoppe in 2021 vs. 2020 and on-site searches growing +77%.
“I spend an extreme amount of time on these channels reading comments and sifting through the good, the bad, the ugly, and I will say TikTok is a really great indicator of what's going to happen next, but it's really hard to anticipate. Something will come along and you go ‘wait. I was not expecting that’ and luckily we sell a lot of different things. We are more than just vitamins at the Vitamin Shoppe, we have a lot of sports nutrition and food, we have a lot of healthy snacks and protein,” said Lisa Chudnofsky, VP of Brand, Content and Creative, The Vitamin Shoppe.
She added that The Vitamin Shoppe also uses its nutritionists to respond in videos and in comments. “We have a social media team, it's very lean and while we are very knowledgeable about nutrition, we're not experts, we're not credentialed,” said Chudnofsky. “So we do have a lot of people in house and externally that we go to so that we get it right.”
To hear more on how TikTok is impacting sales and how The Vitamin Shoppe leverages its social media, listen to the NutraCast.