Highlights
- Client: VEED
- Industry: Video Editing Software
- Problem: VEED had zero content on Instagram and lacked the internal expertise or bandwidth to launch and manage an account.
- Solution: Created a content strategy combining product education with problem-solving content relevant to the target audience, focusing on Instagram trends and search behavior.
- Outcome:
- Published ~125 reels and carousels in a year
- Grew the account from zero to over 6,000 followers organically (zero paid or influencers)
- Achieved a 9% engagement rate—9x higher than competitors, who averaged just 1%.
- Increased brand awareness, leading to:
- More users discovering VEED through social media.
- A rise in user-generated content, with people tagging VEED in appreciation posts.
Here’s how I did it…
The Problem
VEED had zero content on Instagram and lacked the internal expertise or bandwidth to launch and manage an account. With a small six-person team made up of engineers, they needed someone who could develop a strategy while also handling the hands-on creative execution required to bring it to life. It's not easy to find someone who can operate as both a strategist and content producer but thankfully this is what I have been doing for years.
Challenges
As a one-woman show, I faced two significant challenges:
- Creating Video Content at Scale: Managing the entire process—strategy, scripting, filming, editing, and publishing—single-handedly.
- Juggling Multiple Responsibilities: Running VEED’s entire social media presence while simultaneously launching and managing other content channels, all without additional support in the beginning.
The Solution
From my experience, most brands overcomplicate social media wanting to achieve pixel-perfect content that no longer feels native to the platform.
Because my roots are in social media, I knew I couldn’t let VEED get stuck in this trap from day 1. It's critical to manage expectations on this early on so I made sure before any work started (and while it was happening) that I kept us all informed and on the same page.
Company pages tend to get less engagement than personal brands so I set out to create as human as a brand that I could on social media which meant putting myself on camera, hitting publish often, and even jumping on calls with customers I met on social media to help them get the most out of VEED.
To grow VEED’s Instagram account, I focused on a straightforward yet highly effective approach:
- Prioritized Simplicity Over Perfection: I leveraged my creator background to produce authentic, valuable content without overcomplicating it or adhering to overly polished “corporate perfection.”
- Customer-Centric Content Strategy:
- Spoke directly with customers to understand their challenges and needs.
- Identified overlapping themes that resonated with both customers and VEED’s business priorities, such as highlighting our subtitling capabilities which people love and therefore bring in a significant amount of traffic and sign ups.
- Community Engagement:
- Actively engaged with users through DMs, thanking them for thoughtful comments or answering VEED-related and general content questions.
- Focused on building genuine, long-term relationships with followers that fostered loyalty and positive brand perception.
- Consistent Execution: Published valuable content weekly, ensuring the page remained active and aligned with audience interests.
This approach resulted in VEED having the most engaged Instagram page in the video creation space after just one year. In fact, our engagement rate was 9X higher than our competitor's engagement rates.
The Outcome
For a year, I published 125 pieces of content, including Instagram Reels and carousels, that I planned, recorded, designed, wrote, and analyzed myself.
This helped the account achieve the following:
- Went from zero to 6,000 followers organically.
- Achieved a 9% engagement rate—9x higher than competitors, who ranged from .03 to 1% ER at the time
- Increased brand awareness, leading to:
- More users discovering VEED through social media.
- A rise in user-generated content, with people tagging VEED in appreciation posts and adoption of the #MadeWithVEED tag
