Fitness supplement brand. Creator (260k followers) did a workout video with our pre-workout. 2L+ views, hundreds of positive comments. But we checked all our UTM links and discount code — zero usage. Zero. I am genuinely confused.
Views without conversions in supplements almost always means: (1) the mention happened in the middle of an entertainment video and viewers were in consumption mode, not purchase mode, (2) no friction-reducing element like a code or link was visible at the moment of mention, or (3) the audience skipped through to the workout and never watched the segment where your product appeared. Check the video retention graph — where exactly did your product appear and did viewers stay to watch it?
If I do a workout video and mention a supplement, 95% of viewers are there for the workout, not the supplement. For supplement brands to actually convert from fitness content, the product needs to be the central narrative — "I tested this pre-workout for 30 days, here are my lifts before vs after." Not "I use this pre-workout, here is my 15-minute HIIT." Night and day difference.
We diagnosed the same problem. The video was essentially about the creator and the product was a prop. Now we negotiate "product-hero" briefs where the creator's own transformation or daily routine is anchored to our product. Conversion from the next campaign was 47 orders — same view count range.
Also check if comments asked purchase questions. If 200 comments say "where to buy?" and nobody clicked your link — that means the link was not visible. Bio link only works if the creator explicitly says "link in bio" IN the video. On average, creators who verbally say "link in bio" with a pointer gesture see 4x more bio link clicks than those who do not.
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