The Hashtag Strategy

Not all hashtags are created equal. When you look up a hashtag on Instagram, it will show you the number of posts that have been shared using that tag. This number reflects whether hashtags are considered high-density (#coffee — 133 million posts), medium-density (#coffeeaddiction — 345K posts), or small-density (#coffeeobsession — 29.7K posts).

In evaluating this client’s Instagram hashtags to better optimize for post reach, I found that the majority of their current hashtags were a mix of high-density and small-density hashtags; seldom were medium-density, which is the target density for relatively small social media accounts. Thus, I researched and compiled a new list of relevant, medium-density hashtags. After implementing this hashtag strategy for our client’s Instagram, a top-performing organic post reached 73% of accounts that were not following the account and garnered a 190% surplus of impressions, shown below.

Advertisement Campaigns

Below is a promo video I concepted and created for a client, which shows an accurate representation of their brand. I strived to design all advertisement campaigns with the same representation to reinforce brand consistency and transparency.

I was responsible for managing this year’s Valentine’s Day ad campaigns, from concept ideation to video execution to boosting. One of the ads, shown below, focuses on spending quality time with loved ones. The ad below resulted in a strong click-through rate of 8.36%; higher click-though rates drive more traffic and lower costs.

Email Marketing

Not only have I designed eBlast content and layouts, but I have also conducted A/B testing to determine the best time to send out email campaigns via Mailchimp depending on the client audience. Both clients’ eBlast campaigns have a higher average open rate compared to their respective industry open rates.

Data Analysis

I have heavily used Google Analytics and other analysis tools like Facebook Insights, Loomly Insights, Mailchimp Insights, and Instagram Insights to gather and report on detailed information regarding audience data (referral sites, top keywords, top locations, optimal posting times, etc.) in an easy-to-understand template that I specifically designed for clients’ monthly marketing reports. With a strong understanding of the data, I am able to note trends and make recommendations for future plans.