Optimizing engagement and brand positioning in a regulated industry
Background
In Fall 2022, I took on a freelance contract role managing social media for Valhalla Vitality, a wellness e-commerce company based in New York City. Initially launched in 2020 as a COVID-19 testing provider, the company evolved to offer health and wellness services, including peptide therapies, supplements, and hormone treatments.
Because of the regulated nature of their offerings—including Enclomiphene, Kyzatrex, Tadalafil, HCG, PT-141, GLP-1, MIC B12, and peptide therapies—we had to ensure that marketing content remained compliant while still being engaging and informative.
As the company scaled, they recognized the need for a structured social media strategy to build brand authority, grow engagement, and ultimately drive sales.
Project Brief
Conduct a comprehensive audit of Valhalla Vitality’s social media presence, identify opportunities for growth, and create a data-driven social media strategy to:
- Increase brand visibility.
- Improve audience engagement.
- Drive conversions and product sales via Instagram, TikTok, and Facebook.
Goals
Quantitative Goals
- Identify key engagement and growth metrics.
- Increase brand awareness through audience expansion and influencer collaborations.
- Improve conversion rates from social media traffic.
Qualitative Goals
- Establish a consistent brand voice in a regulated industry.
- Develop an engaging content mix that aligns with biohacking and wellness trends.
- Improve content strategy to better target Valhalla’s core customer base.
Skills Leveraged
- Social Media Strategy – Developed a platform-specific plan to drive visibility and engagement.
- Competitor & Market Analysis – Audited industry trends and benchmarked competitor performance.
- SEO & Analytics – Assessed Google Analytics, SEO ReviewTools, and platform insights to track performance.
- Content Development – Created a structured content calendar that repurposed blogs, emails, and brand messaging.
- Regulated Industry Marketing – Ensured compliance while maintaining strong engagement.
Tools Used
- Later – Social media scheduling and management.
- Instagram, TikTok, Facebook – Primary social channels for engagement and sales.
- Google Analytics – Tracked web traffic from social media referrals.
- SEO ReviewTools – Analyzed keyword trends and content performance.
Strategy & Execution
- Audit & Competitor Research
- Branding consistency and Messaging Strategy
- Content plan
- Customer Insights & Targeting
- Visual & Video Content Focus
I conducted a deep dive into Valhalla Vitality’s social media, tracking performance, engagement rates, and audience demographics. during this process, I analyzed the top competitors in the wellnessspace to identif and biohacking y content opportunities and understand their strategy. I used existing brand assets (emails, blogs, and educational content) to optimize social posts for conversions. I also had to ensure compliance with Instagram, TikTok, and Facebook while staying relevant to biohacking trends.
During my audit I discovered that women made up the most engaged audience and that the largest customer base was on the U.S. East Coast and the U.K. This led to adjustments in content style and influencer collaborations.
I also shifted content strategy to highlight the founder in more videos, as audience engagement was highest when the brand had a personal presence.
Results
Company Outcomes
- Identified high-engagement content types, leading to an optimized content plan.
- Improved audience targeting by refining messaging for key demographics.
- Laid the foundation for influencer partnerships and increased video content production.
Professional Outcomes
- Expanded experience in social media compliance for regulated industries.
- Strengthened data-driven content strategy and audience segmentation skills.
- Developed a scalable social media framework that could support Valhalla’s long-term growth.
