Strategic Content Development
Good content is born in a number of ways, but much of the time, it's through data. After analyzing performance data or identifying a rising platform trend, I develop a content outline that turns insight into action. I then work with my team to produce the content from start to finish, packaging it for success.
T+L Product Video Franchise
T+L's publisher Dotdash Meredith determined affiliate content to be a top priority for the company in 2024, as it's a growing revenue driver for the publishing industry. Shopping content is also increasingly popular on social: 44% of U.S. Instagrammers use the app to look at product reviews or recommendations, according to Hootsuite data.
I was tasked with building an affiliate strategy for T+L social. First, I tested posting our shopping articles in a number of places: Pinterest, Twitter, Instagram feed and stories. Instagram feed was most successful, with shopping posts receiving above average engagement and impressions. At the time, Reels generally had the highest impression rate of all of our Instagram post types, so I decided to take the learnings from the shopping-focused feed posts and create a product video franchise: T+L Recommends.
By utilizing strategic hook conventions, attention-holding tactics, and talent development, we've grown T+L Recommends to be the brand's most watched social video series on Instagram.
