Natural Supplements & TikTok Success | Matt Akins from Snap Supplements

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Hey everybody, welcome back to Pathmonk Presents. Thanks for joining us today. We’re really excited to speak to our guest, Matt Akins from Snap Supplements. Matt, how are you doing today?

Matt Akins: Hey, good! How are you, Kevin?

Kevin: Doing quite well. Thanks for hopping on the show. I’m really interested in learning about what you guys are doing on the marketing side of things at Snap, but to start, let’s begin with a simple intro question.

Why don’t you tell us in your own words what the company is all about and what you guys are doing?

Matt: Yeah, so Snap Supplements was founded a few years ago by a group of immigrant friends who came to America and suddenly found that their health wasn’t as good because of the food.

So, they worked together to create different formulations of supplements to promote holistic health using natural ingredients. That was the genesis of the company.

Kevin: Oh, that’s pretty good. As someone who moved from the States to Europe, I can definitely relate. My body feels a little better eating the food over here than back home.

So, who are your clients? Who do you help, and what are some of the primary problems you’re solving for your customers?

Matt: We like to help treat chronic conditions in a more natural way. One of our biggest sellers is a prostate health formulation that uses herbs like saw palmetto to help men of a certain age improve prostate health, reduce frequent urination, and promote overall well-being.

Kevin: And it looks like you guys have a whole range of products. You definitely have some best sellers, but it seems like you offer supplements for a wide range of different issues. Is that right?

Matt: Yes. Another big one is using beetroot powder to help promote healthy blood pressure levels. That’s another major problem we’re solving.

Our other big focus is nitric oxide-boosting supplements, which help with overall blood flow. It’s a vasodilator that opens up blood vessels, benefiting workouts and even sexual function.

So, those are the three big issues we’re solving right now, and I’m sure there’s more on the way.

Kevin: Nice! Moving on, how does your audience typically find out about you? What are some of the top acquisition channels you’re using?

Matt: A huge one for us has been TikTok Shop. We have an incredible team, mostly in their 20s, and they’ve really pushed our products there.

In particular, our prostate health product has blown up over the last few months. We’re regularly in the top 10 of TikTok Shop’s health category—which is the biggest category on the platform.

I think that’s the coolest thing happening here right now. It’s a really fun acquisition channel because it’s all video content-driven.

Kevin: And since you’re managing some of those social paid campaigns, what are you seeing in terms of audience targeting and response?

I’m sure it’s exciting not just working on traditional Google and Facebook ads, but also expanding into newer marketplaces like TikTok.

Matt: It is! And it’s cool to be on the inside of one of the most successful brands on TikTok Shop.

What’s fascinating is how ad management works on TikTok compared to Meta. We get 500 to 700 pieces of organic content daily for this brand. It’s really interesting to see which videos actually generate revenue.

Then we put ad dollars behind those organic videos to boost them.

I’ve been brought in specifically for media buying on Meta. Right now, my challenge is figuring out how to bridge the gap between our TikTok Shop success and building up our Meta ad platform to match that.

Kevin: That’s a really interesting challenge—translating success from one platform to another. In my experience, different age groups tend to gravitate toward different platforms.

Do you think that plays a role in whether your success on TikTok can be replicated on Meta?

Matt: It’s funny—many of my preconceptions have been shattered. I would’ve assumed TikTok Shop had a younger audience.

But our best-selling product is for prostate health. I don’t know many 20-year-olds worried about their prostate!

A lot of our affiliates are older men as well. It’s been fascinating to see how mainstream TikTok has become.

The key difference between TikTok and Meta isn’t the audience—it’s the content style. TikTok content is loud and bombastic, but that doesn’t translate well to Meta advertising.

So, we’re figuring out how to adapt what works on TikTok into a more native experience on Meta.

Kevin: That makes sense—delivering the right message in a way that fits the platform.

Matt: Exactly! And working with affiliates gives us diverse perspectives. They think of marketing angles that we might not.

Kevin: Very interesting. I’ll have to pick your brain more on this later.

Switching gears, what role does your website play in client acquisition and conversions? What are its strengths and weaknesses?

Matt: Right now, we’re focused on optimizing conversion funnels for paid advertising.

If someone searches our brand after seeing us on TikTok, they can find our website, and that works well.

But with paid traffic, the buyer’s journey is different. On TikTok Shop, buyers see a video, TikTok shows them more, and they buy within the app—zero friction.

On paid ads, they have to leave TikTok, go to our website, and go through extra steps, which creates friction. That’s our biggest challenge right now.

Kevin: Yeah, every time you get a pop-up saying, “You’re leaving TikTok,” it’s an extra hurdle.

Speaking of websites, what advice would you give for creating a high-converting website?

Matt: After a decade in marketing, the biggest lesson is that every offer has its own buyer’s journey.

You have to put yourself in the customer’s shoes—there’s a real person watching your ad, clicking your site, and navigating it on their phone.

You can’t just optimize individual pieces like ads, landing pages, and checkout separately. Everything has to be congruent from start to finish.

Kevin: Exactly—the whole system needs to flow seamlessly.

Now, let’s talk about you. What are your main tasks as a marketing professional?

Matt: A lot of my time is spent analyzing ad performance on Meta, comparing it to our attribution tools, and optimizing website performance.

It’s a constant loop—check the data, form a hypothesis, test it, and iterate. Sometimes, a hypothesis flops, and you just burned some money. It’s humbling!

Kevin: Yeah, but that’s how marketing works—you refine and improve over time.

Where do you go to keep learning and improving?

Matt: I learn from younger marketers.

I’m 32, and Gen Z marketers have grown up in a different world—tablets in hand, TikTok since day one.

I’m in Discord servers, reading Twitter threads, and studying how they approach things.

But at the end of the day, marketing fundamentals haven’t changed since Breakthrough Advertising in the 1960s—it’s just new mediums.

Kevin: That’s a great perspective—learning from the next generation.

Before we wrap up, where can people find you?

Matt: Check me out at matt.buzz. I’m happy to chat, collaborate, or answer marketing questions.

Kevin: Awesome! Thanks, Matt. Great conversation, and we hope to have you back soon.

Matt: Thanks, Kevin! I appreciate it.