I prioritize metrics that show both reach and engagement, like likes, comments, shares, saves, and follower growth, to understand how the audience connects with content. I also track link clicks, recipe interactions, influencer campaign performance, and video completion rates to see what connects with people. While exposure and virality are valuable for brand awareness, I focus less on raw impressions alone, and more in context with engagement to guide strategy and optimize content.

I would focus on creating content that is fun and relatable, but also informative. In order to differentiate Chay as a brand, I would ensure the audience understands how zero-sugar, low-carb, plant-based formula makes it unique. Id love to highlight some posts/reels showcasing aesthetic cocktail recipes that also include nutritional info. Id also research creators to collaborate with who share the same values as Chay and have a social, healthy lifestyle platform to expand audience and engagement. Lastly, an important follow up step is to track metrics to see how these efforts performed and adjust strategies accordingly.

As someone living in the Chicago area, I am familiar with the creator @LessWithLaur, who I believe would be an excellent fit.

Stats: Instagram, 173K followers

Platform: She creates content focused on accessible, allergy‑friendly food, wellness tips, and healthy lifestyles. Much of it is drawn from her lived experiences managing multiple food allergies (including gluten), which makes her content personal and relatable. She frequently promotes products and product swaps that are healthier while still being delicious, and shares recipes that emphasize clean ingredients without sacrificing flavor. This also aligns especially well with gluten‑free products at Smash, as her audience is already interested in ways to enjoy quality alternatives. Her niche focus fosters an engaged audience who value thoughtful and authentic guidance around lifestyle and wellness, making her a strong partner to expand reach to a community interested in healthy and clean foods.