Client Case Study: Instagram and TikTok

What happens when your DMs are outta control and you have no content strategy in place? You call Curlyworm Creative of course! We worked with this client on both TikTok and Instragam, creating original content for her Instagram page and managing her DMs on both platforms.

The problem
She’d grown rapidly in the space of a few months and was finding managing multiple platforms super overwhelming so needed support to create sustainable growth. She originally started the business to help women feel empowered but was struggling to keep up with posting content and responding to comments and messages. To be frank, the whole thing was kinda a mess and, although she’d done her best to take back control, it was too much for her to be doing on top of her day-to-day coaching.

The solution
Although this client had a strong brand identity and clear vision for where she wanted the business to go there was little to no strategy in place for her socials. So we worked together on her overall content strategy to make sure it hit all the things her audience cared about without requiring lots of additional work from her. Repurposing content between platforms was key. She had done a ton of research which meant she had a really good understanding of the content her audience wanted to see. The importance of understanding your audience cannot be understated so it was great that she already knew them inside out.

The process
When we first started working together she had hundreds (and we do mean HUNDREDS) of unread DMs on Instagram and TikTok and was struggling to find the time to carry out the engagement she wanted to with her audience. We took over her DM management on both platforms to shrink unread DMs to a reasonable size. We attacked this daily, responding to as many as we could within a given timeframe. Again, this was made easier by her understanding of her audience and the Q&A framework she put together based on her FAQs. Another key part of DM management was to implement a system for organising them moving forward to ensure she never reached a point where she felt overwhelmed by them again.

We created original content for her Instagram based on the content pillars we had agreed on as part of the strategy. Key to this was the audience work she had already done and the branding documents we had as they allowed us to create a recognisable brand in every piece of content. The audience information meant we created content we knew her audience cared about. We also carried out daily engagement on her behalf, targeting specific accounts in order to grow her following and increase brand awareness. Although she had experienced some growth without outreach engagement this was key to supercharging her growth. Between us, we agreed on what her target client profile looked like and the type of conversations she wanted to have. This then allowed us to act on her behalf without it being obvious that it was someone else pretending to be her.

The outcome
Over the course of 2 months, we grew her account by over 5,000 followers from 6,400 to 11,500. Key to our success was understanding her audience and using this as the basis for creating creating content they cared about and engaged with. Given the nature of her business we discovered that Q&A and top tips worked best. This made her content super shareable which helped contribute to rapid growth and meant it continued to resonate with her existing following. Both of which are important for creating sustained growth.

If you’re finding managing multiple platforms super overwhelming and would like to find out how we can help you take back control, book a free call.

Thanks Cory Billingsley for the image.