HeyGen

Established in 2013, Nutrition Raw is a London-based nutrition business that helps people improve their health through a predominantly raw, plant-based diet and a healthier lifestyle. For more than a decade, owner Ariel Belloso developed Nutrition Raw through the medium he knew best: writing.

Ariel has spent more than 10 years studying nutrition and has read more than 400 books on nutrition, health, and related subjects.

His articles, newsletters and educational content have enabled him to share that knowledge with thousands of readers worldwide.

But video was a different matter.

‘I really don't enjoy being in front of a camera,’ Ariel said.

This meant that a potentially valuable way of reaching new audiences remained largely unexplored. Then, whilst searching for an AI avatar tool, Ariel discovered HeyGen.

Today, he publishes a new Reel every day across four social platforms and is beginning to see more people discover Nutrition Raw and join his email list.

Transforming 13 years of expertise into video

Ariel's approach to content has always started with research.

His interest in natural health began after his mother was diagnosed with leukaemia in 2001. The experience led him to explore nutrition and raw, plant-based diets, eventually inspiring him to launch Nutrition Raw.

Over time, writing became the cornerstone of his business.

‘I enjoy researching nutrition, developing ideas and communicating those ideas through articles and emails,’ Ariel said.

Email is particularly important. Ariel uses social media to introduce new people to Nutrition Raw, then encourages them to join his email list, where he can develop a stronger relationship and eventually turn some subscribers into customers.

Video provided another way to reach those people, but traditional production did not suit Ariel's preferred way of working. HeyGen did.

'It allows me to do the part I enjoy – researching, thinking about the subject and writing the script – whilst the avatar does the part I don't want to do,' Ariel said.

Rather than changing his content process to accommodate video, Ariel can adapt the work he already does well into a new format.

Producing and publishing a video each day

Before HeyGen, Ariel wasn't producing video content.

He now produces one Reel each day and shares it across Instagram, Facebook, TikTok and YouTube Shorts.

That's seven videos every week without having to organise cameras, lighting, multiple takes or traditional shoots.

'HeyGen are essentially allowing me to develop the video side of the business without having to become someone who spends his life in front of a camera,' Ariel said.

The daily Reels are just the beginning.

Ariel's next experiment is longer-form YouTube content. He plans to publish one four- to five-minute educational video every week, giving him another way to turn his nutrition research into content that can reach new audiences.

For Ariel, that consistency is one of the main advantages of using an avatar.

‘The message comes across clearly every time, without poor takes, forgotten lines or having to record something repeatedly,’ Ariel said.

Ariel is still in the early stages of his AI video strategy, but he is already seeing promising signs.

His HeyGen videos are attracting considerably more views than his previous content. More importantly, Ariel says that more people are coming from Instagram and joining the Nutrition Raw email list.

‘For me, that’s much more important than views alone, because my business model ultimately depends on moving people from social media onto my email list,’ Ariel said.

Video therefore forms part of a broader growth strategy.

Around 80% of Nutrition Raw's audience are women over 45, many of whom are looking for practical ways to improve their health through nutrition and lifestyle changes.

Ariel's goal is to reach more of those people with useful content, bring them into his email audience, and build relationships that can ultimately support business growth.

Keeping the expertise human

Using an AI avatar also raised a question Ariel had to consider: Would his audience mind that the person delivering the message was not physically sitting in front of a camera?

Some viewers have noticed that the videos are AI-generated. So far, Ariel says that most do not appear particularly bothered by it.

Neither is he.

‘For me, the important part is the message,’ Ariel said. ‘I've spent many years studying nutrition, so the ideas and the scripts are mine. HeyGen is simply the vehicle that communicates them.’

That’s also his advice to other experts considering AI video.

AI does not have to replace the knowledge or perspective that makes their content valuable. Instead, it can remove the part of content creation that prevents them from sharing that expertise in the first place.

In Ariel's case, that means spending more time researching and writing whilst HeyGen handles the delivery.