Nutritionist Liv Kaplan (@liv.kaplan) didn’t plan on becoming a social media influencer. Back when she finished her studies, social media was in its infancy and terms like “influencer” hadn’t even been coined yet.
After graduating with a degree in Nutritional Sciences, Liv took on internships at a number of health and wellness companies, where she found herself working in social media marketing. It was these experiences that initially sparked her interest in creating content for herself.
Fast-forward seven years and Liv has built a strong social media presence and personal brand, sharing nutrition tips and recipes with her followers. Across TikTok and Instagram, where she has a combined following of nearly 1 million, Liv is known for her catchy, engaging short-form content, which includes healthy versions of popular snack foods, no-recipe meals, and farmer’s market hauls.
For this interview, we sat down with Liv to talk about her content creator journey, her audience growth strategies, and her exciting plans for the future.
Tell us about your journey from nutritionist to content creator.
When I finished studying Nutrition, social media was still an emerging field and wasn’t recognized as a profession. The term “influencer” wasn’t even used in the context of social media. It feels like ages ago!
After graduating, I was uncertain about my career path. I applied for several internships, most of which were in social media for health and wellness companies. At the time, there was no such thing as a social media manager, let alone an influencer manager! Back then, it was the young interns who were always tasked with anything social media-related. Those experiences gave me insight into how social media could benefit businesses.
I began creating content alongside my full-time job, primarily as a creative outlet and to showcase my abilities, with the goal of landing a better-paying job. Eventually, I recognized the potential of having a personal brand and social media following, and I’ve been building that for approximately seven years.
What are your audience growth strategies for TikTok and Instagram?
For Instagram, short, aesthetic reels featuring trending music and quick cuts are the most effective for growth. One of my recent videos has 18M views!
For TikTok, I aim to make most of my videos appealing to users who may not know me or follow me, which is crucial for growth. I provide any needed context or elements to capture these users’ attention. While not every video targets this audience, specific videos are crafted considering whether someone unfamiliar with me would find them interesting or entertaining on their FYP.
How do you convert your followers into newsletter subscribers?
This is an area I’d like to improve. Currently, the most growth comes from posting on my IG Stories with a direct link to a sign-up form. I believe I could enhance this with a better lead magnet!
How do you gauge the success of your newsletter and which metrics do you prioritize?
Open rates are my primary metric of success, followed by repeat opens and retention. The goal is to cultivate a relationship with readers who eagerly anticipate my emails.
Could you tell us about your digital product offering, past and present?
I’ve sold nutrition programs for quitting sugar and a product teaching low-carb diets. While they did okay, I discontinued them a couple of years ago as I focused on brand partnerships.
Recently, I launched a self-paced online course, which I’m pleased with, though there’s still room for improvement.
What role do you see digital products playing in the future of online content creation, especially in the realm of food and wellness?
I believe digital products will become increasingly important. As social media continues to saturate and conflict, standing out often requires controversy, which is neither sustainable nor appealing. Incorporating solid digital products into a creator’s business can foster a deeper, more meaningful connection with followers or customers.
As a creator, what challenges have you faced in monetizing your expertise in the food and wellness space?
Monetizing expertise requires strategy. It’s not just about having an audience; it’s about offering valuable products that address specific needs. My digital products have provided an additional revenue stream beyond brand partnerships.
What advice would you give to other creators looking to incorporate digital products and newsletters into their content strategy?
For newsletters, start building and nurturing an email list early. It doesn’t need to be lengthy; simplicity often wins.
For digital products, strategize based on audience needs rather than assumptions. Talk to your audience to understand their needs, which might be different from what you expect.
Can you share any feedback you’ve received for your online course, Whole Food Foundations program?
Yes! I’ve received positive feedback since launching it. It’s incredible when people appreciate learning something seemingly simple and obvious to me. I’m grateful for the trust people place in me and the chance to help them.
Looking ahead, what are your plans for expanding your offerings on platforms like The Leap, and how do you envision your content evolving in the future?
I love creating content and have found a formula that resonates with me and my audience. I plan to introduce content “series” across all platforms, including email.
As for digital product offerings, the possibilities seem limitless. I’m excited to continue experimenting and iterating, aiming to build a digital product business that provides predictable income and resonates with people.
Create and sell digital products in minutes using The Leap!
This interview has been edited for clarity and length.
Photo: Courtesy of Liv Kaplan
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