![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60397b24d0349043d426532e_How%20Liquid%20I.V.%20Grew%20Its%20Web%20Traffic%20By%203.7X%20in%202020%20%E2%80%93%C2%A0Food%20And%20Beverage%20%E2%80%93%20Q1%202021.jpg)
How Liquid I.V. Grew Its Web Traffic By 3.7X in 2020
Key Takeaways
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c7bc0338e68af93665a498_Key%20Takeaways%20%E2%80%93%C2%A0Divider%20%E2%80%93%C2%A0Gradient.png)
Social Media — Leverage Unique Features of Each Platform: Liquid I.V. deploys distinct communication strategies for each social media channel. The brand effectively leverages unique features of each platform to grow its following and maximize engagement:
- On Instagram Liquid I.V. frequently collaborates with influencers to raise brand awareness and runs product giveaways.
- On Facebook, the company maintains up-to-date Shop and Special Offer sections as well as shares the links to their website in the feed posts.
- In the summer of 2020, Liquid I.V. aired a YouTube-exclusive mini-series “Our Journey to Changing the World”, which gained over 600K views and helped to grow the YouTube channel by 595% in one year.
- The brand ventured into TikTok in late 2019 and has been creating videos with the efforts of the company’s own office team. Liquid I.V.’s TikTok is an example of how a brand can leverage social media channels to show another dimension of the brand story—people behind the company—and drive authenticity and empathy.
These efforts resulted in double-digit growth across all of its social media channels.
Paid Ads — Run Conversion-Focused Ads: When it comes to running digital ads, Liquid I.V. is highly focused on the returns on the invested dollars. The brand often leverages discount promo codes and limited-time offers in their social media ads to trigger purchases. Liquid I.V. invests most of its digital advertising budget in Facebook Ads (55%). In 2020, the company added the Instagram platform into the advertising channel mix and invested $1.3M in this platform alone.
Organic Content — Optimize Website for Sales: While Liquid I.V. spends generously to drive traffic to their e-commerce website, the brand doesn’t seem to invest much into search optimization of their e-commerce platform. Liquid I.V. doesn’t maintain a current Blog section, instead, the company has an evergreen “Science” page that attracts less than 1% of all inbound search traffic. 72% of all inbound search visits land on the homepage.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Liquid I.V.’s digital ecosystem is designed to boost both online and offline sales. The brand runs digital ads that drive consumers to the company’s e-comm website as well as inform customers which retailers carry the brand's products. Liquid I.V. has been actively growing its social following as well as increasing social media advertising budgets — both contributed to increased social traffic to the website.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b6999ea24f890372eeb04f_Liquid%20IV%20digital%20ecosystem.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Liquid I.V. actively engages their 300K social media community and deploys different communication strategies for each of their social channels.
![Liquid I.V. - Social Following](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a28bd07eb6152ad25b5503_Liquid%20I.V.%20-%20Social%20Following.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Organic Social
In 2020 Liquid I.V. saw double-digit growth across its social media channels—YouTube alone grew by 593%.
![Liquid I.V. - Social Media Channels Follower Growth](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a28c71539dd5e3b854e65f_Liquid%20I.V.%20-%20Social%20Media%20Channels%20Follower%20Growth.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Liquid I.V. often collaborates with Instagram influencers and strives to grow its own loyal bloggers. The company launched a brand ambassador program that invites qualified followers to partner with Liquid I.V.
![Instagram Influencers](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b79cb0f965930bd0777c64_Influencers.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Liquid I.V. runs giveaways almost every week. Each contest on average adds 586 new followers to Liquid I.V.’s Instagram account.
![Instagram Giveaways](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b79d1e24f03c67701c4ccd_Instagram%20Giveaways.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Collaborations with creators result in lots of user-generated content, which Liquid I.V. repurposes on its page. The brand also encourages its audience to adhere to a healthy lifestyle with motivational quotes, which generate higher than page average engagement.
![Healthy lifestyle](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b79da8ea7162a75303bc3e_Healthy%20lifestyle.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Liquid I.V. maximizes Facebook’s features, such as the ability to create a shop and add promo offers to the page.
![Facebook](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b79df6ae8fb3ddfc383eed_Facebook.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
The brand tailors content specifically for Facebook and runs platform-exclusive giveaways. Liquid I.V. frequently shares the links to their blog to educate their audience and drive traffic to the website.
![Facebook Posts](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b79e4ce2739bdd7bca601e_Facebook%20posts.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Liquid I.V. is not very active on Twitter. The brand doesn’t often start conversations, however, they find ways to engage in relevant threads.
![Twitter](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b79e72e2739bb945ca991f_Twitter.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
The brand ventured into TikTok at the end of 2019 and has been creating humorous videos of their office lifestyle with an infrequent posting schedule.
![TikTok](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b79ea635a9698697579957_TikTok.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
In July 2020, Liquid I.V. launched a YouTube-exclusive video series “Our Journey to Changing the World,” which generated over 600K views and contributed to 595% channel growth.
![YouTube](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b79efff67341156832d2e9_YouTube.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Paid Ads
In 2020 Liquid I.V. spent $8.7M on digital ads which is +885% more than the previous year ($768K).
![Liquid I.V. - Digital Ads Spend](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a2a0dba34e9dedff1f44e1_Liquid%20I.V.%20-%20Digital%20Ads%20Spend.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Facebook remained Liquid I.V.’s main advertising channel. In 2020, Liquid I.V. added Instagram to their advertising channels mix and invested $2M in this platform alone.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b807eaecd3a31682719575_How%20Liquid%20IV%20Grew%20its%20web%20traffic%20%E2%80%93%20Ad%20budget%20distribution%20.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Liquid I.V. invested in conversion-oriented ad campaigns through the sharing of promo-codes in their ads and aimed to bring a sense of urgency with limited-time offers.
![Liquid I.V. - Conversion-Oriented Ad Campaigns](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a2a21ec218c102095ddcb0_Liquid%20I.V.%20-%20Conversion-Oriented%20Ad%20Campaigns.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Liquid I.V. had 1,122 variants of the search ads running in 2020. Text ads targeted a mix of branded and hydration-related keywords and aimed to increase the click-through rate by offering discounts in the titles.
![Liquid I.V. - Search Ads - Text Ads Targeted Keywords](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a2a2a0feb4f4b80a7b2db3_Liquid%20I.V.%20-%20Search%20Ads%20-%20Text%20Ads%20Targeted%20Keywords.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
At the same time, Liquid I.V. ran product search ads that targeted various problems the product could help with, such as insomnia and hangovers.
![Liquid I.V. - Product Search Ads](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a2a31ee7f5c426314765e3_Liquid%20I.V.%20-%20Product%20Search%20Ads.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Organic Content
In 2020, traffic to Liquid I.V.’s website grew by 3.7x times, compared to 2019.
![Liquid I.V. - Web Traffic](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a2a370c7ca97d9cfec4636_Liquid%20I.V.%20-%20Web%20Traffic.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Organic search has seen the highest YoY increase (+1,014%) and direct (+297%) remained the second-largest traffic contributor.
![Liquid I.V. - Website Traffic - Organic Search](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a2a3f90af06010c4fd1606_Liquid%20I.V.%20-%20Website%20Traffic%20-%20Organic%20Search.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Most people (68%) who landed on the Liquid I.V. website came from branded search.
![Liquid I.V. - Branded Website Traffic - Top 10 Keywords](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a2a45b41d0d8fdf393756c_Liquid%20I.V.%20-%20Branded%20Website%20Traffic%20-%20Top%2010%20Keywords.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
77% of all inbound search traffic landed on the homepage. Product section “Shop” accounted for 10% of search traffic.
![Liquid I.V. - Share of Inbound Search Traffic](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60a2a4ab8ca3fe8aab4d6ae7_Liquid%20I.V.%20-%20Share%20of%20Inbound%20Search%20Traffic.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Direct traffic spiked in July 2020 (+177% vs June 2020), which coincided with the launch of “Our Journey to Changing the World” mini-series on YouTube and a new product release.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b80853d664d30ecf9fa7b6_How%20Liquid%20IV%20grew%20its%20web%20traffic%20%E2%80%93%C2%A0July%202020.png)
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