One of my best tactics to drive new views and engagement on Instagram and TikTok is deeply listening to the target audience and leveraging their real conversations to create relevant, timely content.For example, when working with a client in the baby formula space, I closely followed leading parenting groups and influential parent creators. I monitored the comments and discussions to identify trending topics and common questions parents had—like concerns about nutrition, sleep routines, or toddler feeding challenges.Using those insights, I developed content that directly addressed these real concerns in an empathetic and helpful way, often aligning with popular social media formats like quick tips or relatable stories. This approach made the content feel authentic and highly shareable, which led to increased engagement and new followers.

Due to NDAs in place with several clients and companies I've worked with, I'm unable to publicly share content examples at this time. However, I can reach out to request permission and would be happy to follow up with samples that reflect my contributions once approved.

While I’m unable to name specific clients due to NDAs, I can share the approach of a campaign I led for an artist with a female empowerment anthem. I created a social campaign that aligned the song’s release with Women’s History Month, using trending moments like celebrations of female athletes and creators’ “girls’ day” content. I encouraged online creators to use the song in posts featuring their moms or friend groups, positioning it as the feel-good soundtrack to womanhood.The result was a spike in user-generated content, strong engagement from new audiences, and a noticeable uptick in song streams during the campaign window. My documentation and influencer tracking also made it easier to quickly scale the campaign once traction started building.