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, they needed someone who could develop a big-picture strategy while also handling the hands-on creative execution required to bring it to life.
Challenges
As a one-person team, 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
I firmly believe too many 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 and so I set out to create as human as a brand that I could on social media which meant putting myself out there and hitting publish often.
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 promoting the quality of VEED’s subtitles.
- 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.
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:
- Grew the account from zero to 6,000 followers organically.
- 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.