THE·TEAM
Culture in the comments.
The challenge
A brand voice has to feel right for the moment and the people already in it. Instagram and Instagram for Business also speak to different audiences, which calls for different instincts and editorial choices.
The decision
The summer report showed different patterns across Instagram and Instagram for Business. Relatable humor and creator interactions drove strong responses on the main account, while founder insights and actionable business conversations gave IGB a different role. I used those audience and platform differences to shape sourcing, copy and real-time pitches, working within each channel’s voice and the team’s approval process.
The approach
Sourced relevant posts, wrote platform-native responses, monitored cultural moments, and managed tracking, tagging, quality assurance and approvals. Alongside daily community work, developed trend briefs and real-time content pitches across Instagram, Threads, Facebook, WhatsApp and Meta’s wearables.
The outcome
- SOCIAL + COMMUNITY ENGAGEMENTS
- ~4.5M
- PUBLISHED COMMUNITY RESPONSES
- ~500
- ENGAGEMENTS ACROSS THREE PLACEMENTS
- ~12K
Managed social and community engagement across Instagram and Instagram for Business, with two reactive concepts becoming three published placements. Earlier creator and brand partnership work spanned 20+ campaign and strategy projects for Meta, NBA, Tissot and Pinterest.
The reactive work spans two concepts, published in three placements. Formerly Wasserman, THE·TEAM is one employer across both roles.