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 over 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 over 400 books on nutrition, health and related subjects.

Through his articles, newsletters and educational content, he has shared that knowledge with thousands of readers across the world.

However, video was a different matter.

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

This meant that a potentially valuable channel for reaching new audiences remained largely unexplored. Later, while searching for an AI avatar tool, Ariel discovered HeyGen.

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

Transforming 13 years of expertise into video

Ariel's approach to content has always begun 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 the years, writing became the foundation 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 build a stronger relationship and eventually turn some subscribers into customers.

Video offered 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—while the avatar does the part I don't want to do," Ariel said.

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

Publishing one video every day

Before HeyGen, Ariel wasn't producing video content.

Now, he produces one Reel every 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 is essentially enabling 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 greatest advantages of using an avatar.

“The message comes across clearly every time, without poor takes, forgotten lines, or the need 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 generating considerably more views than his earlier content. More importantly, Ariel says that more people are coming from Instagram and joining the Nutrition Raw email list.

“For me, that is far more important than views alone, because my business model ultimately depends on moving people from social media to my email list,” Ariel said.

This makes video part of a broader growth strategy.

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

Ariel's goal is to reach more of these people with useful content, encourage them to join his email audience, and build relationships that can eventually support business growth.

Keeping the expertise human

Using an AI avatar also raised a question that Ariel had to consider: Would his audience mind that the person delivering the message was not physically seated 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.

He isn't either.

"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 medium through which they are communicated."

That is 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 eliminate the aspect of content creation that prevents them from sharing their expertise in the first place.

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