Swanson Health is a fast-moving wellness brand operating across TikTok, Instagram, podcasts, paid social, and UGC. They are not just keeping up with wellness culture; they are staying ahead of it. With trends evolving daily and spoken media rising fast, they needed a way to understand the full social conversation around their brand, not just what was tagged or posted publicly.

Leading that effort is Swanson’s Senior Social Media Manager, Darby Hogan, who drives the brand’s social strategy across content, paid, and influencers to keep pace with how people discover and talk about wellness today.

The challenge

Wellness conversations shift fast, new topics, new creators, and new behaviors can erupt overnight, often inside spoken-word content that never appears in captions or tags. Even with an active social presence, Swanson lacked a unified view of where and how their brand was being mentioned.

They needed visibility into:

• Brand mentions across platforms

• Spoken-word content that never appears in captions

• Trending topics and signals within wellness
  
  

The solution

Swanson implemented All Ears to centralize listening across TikTok, podcasts, YouTube, and other spoken-media formats. This gave them immediate clarity into untagged mentions, creator callouts, and early-stage trends they previously could not see.

Daily check-ins quickly became a core part of their workflow, reviewing mentions, trending ingredients, and category shifts. Automated alerts deliver the most relevant insights straight to the team’s inbox, allowing them to move faster without constantly refreshing feeds.

All Ears now supports multiple areas of the business:

• Content strategy: building timely content around rising conversations

• Influencer discovery: finding creators already active in relevant wellness trends

• Innovation: identifying categories with sustained growth

• Community management: responding to every spoken mention

Key results

1. Acting on trends before they peak

Swanson uses All Ears to identify early-stage conversations and build content around them, from functional mushrooms to new gut health behaviors.

“All Ears gives us true visibility into the full social conversation around our brand, across every platform and every format, including the spoken-word content we used to miss.”

2. Stronger content & product strategy

Trend data directly influenced both content production and innovation decisions. One example was spotting steady growth in the functional mushroom/nootropics space, prompting Swanson to prioritize their Lion’s Mane product, now a best-seller.

Another major moment came in July 2025 when “Fibermaxxing” began trending on TikTok. With All Ears detecting the rise early, the team moved fast:

“We monitored mentions in All Ears and decided to create content specifically mentioning the trending keywords — which led to increased views and media outlet sample requests. We were one of the first VMS brands to jump on this trend.”

3. Better influencer discovery & community management

By capturing every spoken mention, even untagged ones, Swanson strengthened their creator partnerships and ensured every interaction gets a timely response.

“It has helped us increase overall views on our organic and paid social content, expand our influencer and creator partner roster, community management and innovation decisions.”

The outcome

With All Ears, Swanson now reacts faster, makes smarter decisions, and stays ahead of the trends shaping wellness culture. Real-time insights inform their content, influencer collaborations, and product priorities, giving them an edge in one of the most dynamic consumer categories.

All Ears helps us stay ahead of the conversation instead of reacting to it. It is our source of truth for understanding what’s trending in wellness, how consumers are talking, and where we should focus our time.