Upon joining the team, I set out to standardise the process and format of our monthly ad reel campaign. Recognising the potential for improvement, I conducted extensive research into Instagram's algorithm and trending content, aiming to optimise our approach and boost engagement.
My analysis led me to shortlist top-performing reels and propose several compelling angles and "hooks" that aligned with current social media trends. This data-driven strategy was designed to increase our reach and engagement, leveraging the platform's best practices to our advantage.
Despite being reassigned, I remained committed to contributing to the project's success. When informed that the production team would be shooting a behind-the-scenes look at the restaurant's signature dish preparation, I was initially taken aback but remained determined to further develop the content's strategy.
I crafted a voice-over script and framed the caption to align with Instagram's algorithm, aiming to drive engagement even though the decided shot list was not aligned with my proposal. These new conditions encouraged me to add value to the project while respecting the new team dynamics.
Results:
- Increased engagement by 50% despite lower audience reach (212 likes)
- Nearly doubling in shares of previous top-performing content (123 shares)
This success underscored the effectiveness of a data-driven approach and the importance of strategic planning in social media marketing, even when faced with unexpected changes in project assignments.