How Willow helped Nutra Health nearly double its LinkedIn impressions

In short: Nutra Health, a Cape Town producer of pharmaceutical-grade Sceletium tortuosum (the South African plant known as kanna), worked with Willow to turn sporadic social posting into a consistent two-posts-a-week LinkedIn programme. Over 90 days its LinkedIn impressions rose 85% to 6,536, engagement rose 74%, and the company page gained 74 followers (+22%). In the most recent 30 days impressions were up 97% and engagement 277%, all organic.

A plant most buyers had never heard of

Sceletium tortuosum has been part of San and Khoi life for over 1,600 years. To most of the wellness market, it is brand new. That is the puzzle Nutra Health set out to solve: how do you sell an ingredient almost no one has heard of, and that you are not legally allowed to make health claims about?

The answer was education. Because Sceletium is not registered as a pharmaceutical, Nutra Health can only build demand by teaching people what it is, how it works and why purity matters. Every post has to inform before it can ever sell.

For a small company, that is a heavy lift. Posting had to happen often enough to build familiarity, and accurately enough to earn trust in a field crowded with what Marc Lewis calls the industry’s “cowboys.” Before Willow, that rhythm did not exist. A burst of posts would go out, then months would pass with nothing. In a category built on trust, silence is expensive: each quiet month let competitors define the plant first, and left serious buyers with nothing credible to find.

One person, one more thing to own

Marc runs Nutra Health’s commercial side on his own. The pharmaceutical business next door has full teams and momentum. The Sceletium venture has Marc.

“I’m running this department by myself. It’ll take time for this to grow and for me to take real ownership of it.”

Social media is the kind of task that slips when one person carries everything. Marc needed a system that produced good content on a schedule, so consistency did not depend on him finding a spare hour.

That is why Nutra Health chose Willow. Instead of a blank posting tool, Willow Create drafts a two-posts-a-week calendar from Nutra Health’s own material, and a content coach, Henrieke, helps Marc shape the strategy. Marc reviews each post, adjusts the science, and publishes. The habit holds even in the weeks when the rest of the business is loud.

Turning sporadic posts into a weekly habit

The plan was simple and deliberate: two posts a week, every week. LinkedIn carries the B2B message to product developers and compounding pharmacies. Facebook and Instagram speak to consumers. Tuesdays lean educational, Thursdays add a lighter angle, always inside the rules Sceletium has to follow.

Willow’s Create feature now drafts the posts from Nutra Health’s website and documents, so the tone stays Marc’s and the facts stay straight. It also generates clean, simple visuals, which removed a real bottleneck.

“It’s much better. I would have to find pictures myself, and we don’t have many available, so it was starting to get thin. It’s nice to have those.”

The cadence matters more than it looks. Willow studied more than 47,000 LinkedIn posts and found that consistent posters are six times more successful at growing impressions, followers and engagement than people who post in bursts, even when the total number of posts is the same. Two a week is the balance Nutra Health settled on.

What three months of consistency did

Once the rhythm held, the numbers moved. Over the last 90 days on LinkedIn, Nutra Health’s company page posted real, organic growth:

• 6,536 impressions, +85% on the previous quarter
• +74% engagement
• +22% followers (74 new)

And the curve is steepening. In the last 30 days alone, impressions rose 97% and engagement 277% against the month before: the strongest stretch yet. Across the channel, Marc’s posts have now earned over 1,000 clicks, from links to carousel swipes, with none of it coming from advertising.

That jump is no coincidence. It lines up with Willow Create taking over the first draft. Willow Create writes each post and builds its visual straight from Nutra Health’s own website, so a full week of content takes Marc minutes to approve instead of hours to assemble. The easier and faster it became to publish, the more consistently the feed got fed, and the latest month is the result.

What the numbers unlocked

For a company introducing an unfamiliar plant, those figures are more than vanity. A consistent, science-led feed gives serious buyers something credible to find when they go looking. The thousand-plus clicks are people opening a carousel, following a link, or tapping to read more. The growing follower base is an audience that did not exist a few months ago.

The benefit is practical too. Marc spends less time hunting for images and wording posts from scratch, and more time on the parts of the business only he can do. The channel finally feels like something he owns rather than something chasing him.

Posts that landed

The recent run shows the strategy working. A few educational posts from the last few weeks drew the most reach and clicks:

• Nature’s most sophisticated neurobotanical: a carousel that earned 405 impressions and 120 clicks.
• Selling Sceletium in the US: the rules: the month’s top reach at 717 impressions.
• Why a gum, not a capsule: 354 impressions and a thread of comments.

“Thanks for pushing this and making my life a bit easier. Really great product.”

With the habit in place, Nutra Health has room to grow. Marc has added his personal LinkedIn profile to widen the reach of each post, and there is a clear path into new markets as regulations allow. The foundation is a simple one: show up every week, teach something true, and let trust compound.

Working in a technical, science-led field? Also read how Spinae turned sporadic updates into a consistent cybersecurity presence, and how Leo Stevens grew its audience through steady, patient posting.