It began with a mission. Julian Hearn needed to create a enterprise he was happy with — a enterprise that was about greater than revenue; that did the appropriate factor for the planet, for its workers, and its prospects.

That mission led to the launch of Huel.

Huel provides nutritionally full meals, delivered to your door. Its flagship powder product is comprised of plant-based sustainable substances like oats, flaxseed, and coconut, and provides customers a handy and inexpensive various to conventional meals and snacks.

Since its launch in 2015, Huel has offered over 100 million meals and constructed up a passionate viewers of over 400,000 followers throughout social media channels.

How Buffer helps Huel to attach with prospects throughout platforms

Discovering the appropriate software program is a problem for entrepreneurs. It’s particularly tough within the social media house. Platforms like Instagram and Fb are continually evolving, and because of this, the wants of entrepreneurs are all the time altering.

“It’s tough to seek out one thing that does all of it,” explains Tim Urch, Social Media Supervisor at Huel.

Tim Urch, Social Media Supervisor at Huel

However working with Buffer has enabled Huel to attach with its viewers — and develop its presence — throughout platforms. “I’ve used Buffer since I began at Huel in 2016,” Urch defined, and Buffer has helped Huel to navigate the waves of natural attain and maximize each alternative to achieve its most passionate advocates of their social feeds.

“As a result of the attain of natural content material on social media is proscribed, getting these messages in entrance of as many individuals as you possibly can is crucial,” in line with Urch. To attain this he makes use of a multi-platform method. This ensures Huel is connecting with and constructing lasting relationships with its key goal buyer teams the place they naturally select to have interaction with content material.

I’ve discovered that the kind of follower throughout social media platforms is totally different. Folks have their go-to social media, so if we’ve a key message we wish to get out, it’s essential to share it cross platform

Huel makes use of Buffer to handle its international social media presence made up of 10 profiles throughout Facebook, Instagram, Twitter, and LinkedIn.

Huel makes use of Buffer to plan and share social content material throughout their channels

It’s nice for managing our social publishing schedule. We are able to simply tailor our messages to every social platform and assessment every thing in a single place.” says Urch

Preserving feeds crammed with priceless content material

In the case of holding Huel’s social media feed crammed, Urch focuses on creating content material that has a goal past merely producing ‘Likes’. “[We] create content material that in the beginning is beneficial or provides worth for our viewers,” he explains.

Each time we take into consideration content material we’ve obtained to contemplate how it may be helpful to our Hueligans [an affectionate term for Huel customers], why would somebody wish to subscribe to our content material and have it seem of their newsfeed?”

For Huel, that content material may be suggestions for product success, diet recommendation from its world class diet staff, enterprise recommendation from its founder, or just enjoyable, relatable content material which makes the viewers really feel a part of its distinctive tribe.

However there’s a steadiness that Urch goals for. “As a model we additionally want to speak about our merchandise, a bit,” he explains.

Making a candy spot between what we wish to say and what our viewers needs to listen to is hard – when these two issues are the identical, we’ve struck gold

Tying entertaining content material with the product is Huel’s candy spot

Producing authentic content material concepts

Anybody who has labored in social media will perceive the problem of holding your content material calendar brimming with concepts. It’s no small process, particularly whenever you’re managing a number of profiles throughout platforms.

However over time, the Huel staff has constructed up robust instincts about what is going to work on its social channels, and when planning content material, Huel goals to problem the norms.

Loads of our most profitable content material has been instinctive, stuff that just came to me or someone in the team,” says Urch. “It would really feel a bit left of discipline, a bit wacky, like a meme or a bold statement that may ruffle some feathers.

Huel’s tackle the #dollypartonchallenge

It takes time to construct such a understanding together with your viewers the place you already know one thing will simply click on — bear in mind Urch has been with the model for over 4 years — and as a model learns extra about its viewers, its staff can start to lean on instinct somewhat extra. “One thing I’ve realized is to belief these intestine emotions,” he says. “A part of Huel’s DNA is about considering somewhat totally different.

Content material concepts are only one facet of the coin for manufacturers. The opposite is collaboration.

Content material concepts can come from wherever. Everybody makes use of social media and due to this fact, not like in different extra technical disciplines, everybody is aware of what may work

In order a Social Media Supervisor, Urch believes an essential talent is to let go of the reins and utilise the staff round you. “Now we have a staff of promoting rock stars,” he says. “We brainstorm concepts collectively on a regular basis, however what about the remainder of the enterprise?

To assist collaboration throughout the staff, Urch just lately was arrange a Slack channel referred to as #social-hit-squad. On this channel a bunch of about 15 teammates from all areas of the enterprise come collectively to share concepts and inspiration. However Urch additionally makes use of it as a testing floor for his personal methods and content material. “We share concepts and I temperature verify my very own concepts with them too. This has meant our content material is extra reactive, assorted and profitable.

From ‘take a look at’ to checkout

Whereas hanging the steadiness between holding followers entertained and promoting merchandise is a problem, Huel use Shop Grid to assist their Instagram viewers navigate their means from their Instagram web page to their on-line retailer.

Store Grid helps Huel join their Instagram account to their web site

If our Instagram content material triggers one thing in our viewers that makes them wish to study extra, or purchase one in every of our merchandise, then we wish to assist facilitate that. Store Grid is a extremely easy means for our prospects to faucet by from a publish to our web site. It’s certified visitors with buy intent,” explains Tim.


Managing a multi-channel technique within the fast-moving world of social media is a big problem for any staff. Buffer is proud to play a component in supporting Huel because it builds its model and viewers throughout social media channels. We hope you could find some inspiration from their method!

Have a query? Let’s chat within the Tweet’s feedback part beneath.