Yes - absolutely!

At Hinsdale Humane Society (@hinsdalehumanesociety), I’ve created and managed content across Instagram and TikTok as part of the organization’s organic social growth strategy. One example I’m especially proud of is helping grow the social audience organically by 3,350+ followers with no paid support and increase engagement by 45% across Instagram, Facebook, and TikTok while supporting a combined audience of 40,000+.

A lot of that came from creating short-form, emotionally engaging content that still felt native to the platform - things like adoption spotlights, behind-the-scenes videos, campaign storytelling, and community-focused content designed to stop the scroll and drive action.

I’m especially intentional about the hook, pacing, caption angle, and what behavior I want the content to drive (save, share, comment, click, etc.). For me, engaging content isn’t just about views - it’s about making people feel something and getting them to act.

I stay up-to-date by being genuinely immersed in the platforms every day, especially TikTok and Instagram, but I’m intentional about how I consume. I pay attention to recurring formats, sounds, creator behavior, comment sections, and the way people are actually interacting with content - not just what’s “trending” on the surface.

I also like to save examples by category (hooks, editing styles, storytelling formats, community-driven posts, etc.) so I can spot patterns early and think about how a trend can be adapted in a way that still feels true to the brand.

For me, staying current isn’t just about catching trends fast - it’s about understanding why something is working and whether it makes sense for the audience.