Three Sports Nutrition Brands Taking Over Social Media

Industry Insights
Energy bars

Few market landscapes are as competitive as the food and beverage industry, particularly in the sports nutrition category. If you’ve ever watched ABC’s Shark Tank, you’ve likely heard this sentiment echoed numerous times by the likes of Kevin O'Leary, Mark Cuban, and Lori Greiner, who all agree that vying for limited shelf space is a constant, arduous marketing battle. However, just because it’s challenging doesn’t mean it’s impossible: numerous sports nutrition brands display notable creativity when connecting with customers via authentic, innovative influencer marketing. 

In this blog post, we hold a magnifying glass to three top sports nutrition brands, and examine the influencer marketing strategies these brands have leveraged to get ahead.

GoMacro Goes Micro

GoMacro firmly established itself as a market leader in 2022, with its $4.7M Earned Media Value (EMV) total in H1 2022 representing a 57% year-over-year improvement. A key component of GoMacro’s success was the expansion of its partnerships with vegan athletes, who were encouraged to include GoMacro bars in their everyday nutrition posts. As a result, #PlantBased clocked in as one of the brand’s most successful hashtags, contributing $123.1k EMV via 24 posts. 

Micro-influencer and ballerina Nina Nicole Cockrell (@ninanicolecockrell on TikTok) ranked as one of GoMacro’s most impactful influencers, generating $123.5k EMV thanks to numerous candid videos highlighting GoMacro bars as one of her favorite everyday vegan snacks. However, a new partnership with professional surfer Nathan Florence (@nathan_florence on Instagram) was GoMacro’s most powerful partnership by a wide margin, with the athlete contributing a jaw-dropping $2.4M EMV.

Screen Shot 2022-10-03 at 10.54.15 AM

Kind Is Kind to Retained Influencers

Despite experiencing a slight 6% YoY EMV contraction, Kind still enjoyed a productive H1, collecting $1.1M EMV. A focus on maximizing influencer potency helped Kind stay on track and avoid relinquishing a greater share of voice to competitors. Retained powerhouse influencers increased their EMV output by 50% YoY, rising from $97.7k in H1 2021 to $146.3k in H1 2022. Nutrition website Eat This, Not That! (@eatthisnotthat on Instagram) powered $40.2k EMV for Kind, a 108% increase over H1 2021, emerging as the brand’s No. 3 highest-earning advocate.

Screen Shot 2022-10-03 at 10.53.48 AM

Lärabar Partners With Powerful Advocates

In keeping with Kind, influencer potency also proved a key contributor to Lärabar’s 15% YoY EMV increase. The General Mills-owned energy bar pulled in $736.2k EMV thanks to a 45% YoY surge in influencer potency, which was spurred mostly by a productive cohort of incoming influencers. New creators who mentioned Lärabar in H1 2022 generated $833.5k EMV, outpacing the $341.3k driven by creators who posted about the brand in H2 2021 before falling off in H1. 

Among Lärabar’s most potent new creators was three year-old chef Kobe Wian (@kobe_yn), whose parents included the brand’s energy bars among Kobe’s snacks in a single post that delivered $87.8k EMV. Additionally, an official partnership with food guru Julie Resnick’s Instagram recipe account TheFeedFeed (@thefeedfeed) further fueled Lärabar’s H1 boom, with the account powering $84.5k EMV via 17 mentions.


Challenge breeds creativity, and leading food and beverage brands have risen to meet the occasion. As the industry continues to evolve, we’re excited to see how brands’ innovative influencer marketing strategies keep pace.

Interested in crafting your own creative influencer marketing campaign? Check out CreatorIQ's Guide to Influencer Marketing Campaigns to learn more about what steps you can take to get started.

Download the Report

Read More

Related Articles

3 Things We Learned From Earned Summit 2.0, Tribe Dynamics’ Digital Marketing Conference

Last week, Tribe Dynamics hosted the Earned Summit 2.0, the second installment of our 2-day digital marketing conference that...

Beauty Fashion

Four High-End Jewelry Brands That Swept the 2021 Awards Season

Awards shows came roaring back this spring, bringing with them all the awkward emcee quips, emotional acceptance speeches, and...


Tribe Dynamics Wins Four Summer 2020 G2 Awards

Ok, we’re about to brag. A lot. But we’re on a mission to provide a best-in-class experience for our customers, and nothing makes...

Unlock your brand's influencer marketing potential with a trial

Curious to learn more about how Tribe Dynamics helps iconic brands harness the power of influencer marketing with best-in-class software and service? Let's get in touch and see if we're the right fit for you. If so, we'll take you through a quick demo and set you up with a hands-on 30-day trial so you can experience the platform for yourself!

“Working with Tribe Dynamics over the past 5+ years has been a true partnership in every sense of the word. The sophistication in their data is unmatched in the industry, and the level of insight in their analysis has become indispensable for any marketer in the beauty space today. They’re truly best-in-class.”

Mehdi Mehdi, Chief Digital Officer,
Rare Beauty

"Tribe Dynamics' influencer marketing platform provides a holistic view of our ambassadors as well as hard data that proves their importance to company leadership."

Joy Findeisen, Brand Relations and Digital PR Manager,