To me, having a highly engaged community that interacts with the content, comes back consistently, and builds loyalty is much more valuable than having a large following with low interaction. Retention rates, brand loyalty, and creating content that people genuinely connect with ultimately drive more sustainable success for the business.

One successful project I worked on was a group campaign we developed for Astro the Monster, a children’s book series. We created a full social media strategy that we presented directly to the CEO for my PR class and he was really excited about our ideas. Our main goal was to boost engagement and build awareness across Instagram, Facebook, and TikTok. We also recommended launching a YouTube channel with educational content, inspired by creators like @Blippi and @Mylemarks, to tap into a broader parent and homeschool audience. The CEO specifically mentioned how actionable and creative the ideas were. This project taught me a lot about building campaigns that feel both fun and strategic, especially for niche audiences.

I stay updated on social media trends by being an active user myself. I spend time on platforms like TikTok, Instagram, and YouTube daily, not just consuming content but paying attention to what’s gaining traction, how trends evolve, and how different audiences engage. These are tracked on Notion where I note trends and content I'd like to create.