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How BSN Feeds Fans and the Instagram Algorithm

Lisa Tristano Martin - Associate Director of Social Media

BSN Supplements is a challenger brand in a crowded sports supplement category and fitness enthusiasts eat up social media trends just like the rest of us. The 9Rooftops social media team works with the BSN marketing team to identify social media trends that help the brand break through. The results have been improved performance across all organic social KPIs for the BSN Instagram page.

The key has been strict adherence to Instagram best practices and partnering with relevant influencer partners who really understand the social space and can turn around content very quickly, while the trends are hot.

For example, BSN’s partners create Reels videos that tap into trends, like the “Red Flag” and “Tell Me Without Telling Me” memes.

BSN Video Examples

Tell Me You’re a Bodybuilder without Telling Me You’re a Bodybuilder

Red Flag – Aaron Miller

Red Flag – Shane Martinez

We have seen as high as 175% increase in organic impressions with this content and an average engagement rate of about 3%. The BSN Instagram page has also seen a turnaround in followers with +0.33% growth in January/February 2022.

The results prove that we’re going beyond delivering entertaining content that makes our fans and potential new followers stop and watch. We’re also feeding the Instagram algorithm with content and tactics that it seeks. By using the Reels video format, which is prioritized by the Instagram algorithm, tagging our athlete partners, and strictly adhering to other platform best practices, BSN improved its overall “score” within the Instagram universe.

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