31
May 2022
The Effect of Social Media Marketing | Alani Nu & Celsius
In recent years, social media has begun to take over the marketing world. The ability to influence an incredibly large group of people in seconds is game-changing. Many brands have started to rely on social media as their only form of marketing, and it is working. Social media “influencers” are the ones running these businesses. Companies are reaching out to kids with a large following on TikTok or Instagram and paying them to post with their product.
Alani Nu is one example of this. The premium wellness brand that recently took the world by storm, where many of their customers heard of their brand through social media. Alani was founded by fitness influencer Katy Hearn in 2018, along with a meal prep company and training facility *. In 2022, Alani Nu announced a collaboration with social media influencer, Addison Rae. This collaboration featured a brand-new energy drink flavor, Berry Pop, a new Cookie Dough flavored protein bar, and an exclusive custom kit of Addison Rae branded products **.
Another energy drink brand that has gained most of their consumers from social media influencers is Celsius. As TikTok influencers began to pose with their Celsius drinks, they became increasingly popular. Celsius was founded back in 2004, however, the rise in popularity didn’t happen until 2020. Today, Celsius is rapidly expanding across college campuses, gyms, and grocery stores. The Celsius drink has been proven to accelerate your metabolism and burn fat while working out. These claims have been confirmed by notable research institutions ***.
The popularity around Celsius stems from its thermogenesis, a process that boosts your body’s metabolic rate. It’s compiled of ginger root, guarana seed extract, chromium, vitamins, and green tea extract with a specific ratio of EGCG (epigallocatechin gallate) –the compound that scientists have found boosts your metabolism. When combined with exercise, Celsius helps your body burn more calories and body fat. Thermogenic properties have been shown to boost metabolism and activate the nervous system. In turn, more calories and body fat are burned than just exercise alone. Celsius has also been proven to increase endurance and help one resist exhaustion ****.
