Deep Dive: Aavia's Viral Social Media Strategy

Introducing Aavia.io, Hormone Health App

Aavia, a women-owned health-focused app, has carved out a unique space in the digital landscape. Founded in 2017 by Aagya Mathur, Alexis Wong, and Aya Suzuki, Aavia empowers individuals with ovaries to better understand and manage the impact of their hormones on daily life. Through their innovative features like the "hormonoscope," Aavia offers personalized insights and forecasts to optimize hormonal health.

As Aavia continues to grow, its social media strategy has become a critical component of its success. Let’s dive into how Aavia effectively uses different social media platforms to build its brand, educate its audience, and foster a sense of community.

At Assembly, we’re on a mission to help creators and brands create better content on social. There’s tons of insights we can draw from Aavia’s social marketing playbook that can easily help any brand grow on social, let’s dive into it!

Short Form Engaging Content on TikTok

On TIkTok, Aavia focuses on engaging and educating with short form video and carousels with the following content pillars. They focus on using 1-2 creators, particularly with storytelling with text stories on screen.

1. Educational Quick Hits
2. Relatable Humor
3. User Stories & Testimonials
4. Product Features & Tips

Building a Visual Identity and Community on Instagram

On Instagram, Aavia focuses on more visual content with a mix of TikTok content repurposed.

1. Infographics & Data Visualization
2. Inspirational Quotes & Affirmations
3. Community Engagement Posts
4. Brand Values & Mission Statements

Four Key Takeaways from Aavia’s Social Media Strategy

1. Educate and Empower: Aavia consistently provides valuable, easy-to-understand information about menstrual health and hormones. This positions the brand as a trusted resource, empowering users to take control of their health.
2. Foster Community: Aavia creates content that encourages user interaction, shares real stories, and builds a supportive community. This approach helps users feel less alone in their experiences and more connected to the brand.
3. Balance Seriousness with Humor: Aavia successfully balances important health topics with relatable humor, making the content more approachable and shareable. This helps normalize conversations around menstrual health.
4. Seamlessly Integrate Product Value: Aavia demonstrates how its app helps users in their daily lives without being overly promotional. By showing the app’s features in the context of real user needs, Aavia effectively communicates its value proposition.

These pillars and takeaways encapsulate Aavia's effective strategy of blending education, community-building, and product integration in an engaging and relatable way across their social media channels.

Conclusion

Aavia’s social media strategy is a masterclass in how to blend education, community-building, and product integration across different channels. By tailoring its content to the strengths of each platform, Aavia not only reaches a wider audience but also deepens its connection with users. For brands looking to grow on social media, Aavia offers a compelling playbook worth emulating.

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