I have many years experience of creating engaging content for social media - whether it is for apps such as TikTok or Instagram or for a more corporate audience on LinkedIn. I have strong experience of using analytical tools to get the best reach on content and constantly keeping up to date with media trends as well to create the best content for the client
Examples
Data-Driven Content Strategy & Audience Growth - The Phoenix Remix
The Challenge
As Founder and Editor of The Phoenix Remix, I constantly look for opportunities to grow audience engagement. By using digital analytics and audience insights, I create more targeted, impactful content.
Creative Direction
I developed a strategic content plan focused on understanding audience behaviour and identifying the formats and topics that drove the most engagement. Using these insights, I prioritised Instagram Stories and Reels, creating visually consistent, platform-specific content using my design skills and Canva.
Content Strategy & Analytics
I continuously monitor social media performance and WordPress analytics to measure engagement, track article readership and refine the content strategy. These insights helped me understand what resonated with audiences and shape future content planning.
The Results
Constant increase in engagement with the website. A 10,000 increase for annual website views. By using Instagram strategically have gained more views. For example - 140,000 Instagram views during first weeks of the Fringe 2026, alongside a 30% increase in website page views and article reads compared with the previous year. A data-led approach that strengthened social engagement, grew website readership and connected audiences with content across multiple platforms.
4x the Reach. Same Ground breaking Science - Scot Pine Study, James Hutton Institute
The Challenge
Great science deserves to be seen. At The James Hutton Institute, I identified an opportunity to boost social engagement by transforming overlooked research press releases into compelling, social-first content that reached wider audiences.
Creative Direction
I identified a research project on Scots pine, in collaboration with the Woodland Trust, that had received no dedicated social media coverage. Using imagery from the original press release, I transformed the research into a punchy, 30-second script, making complex science accessible, engaging and easy to digest in a fast-scrolling social feed.
Post-Production
Using Adobe After Effects and Premiere Pro, I created a dynamic motion graphics video combining bold typography, sharp pacing and purposeful animation. Every element was designed to grab attention, simplify the science and keep viewers engaged from the opening frame to the final message.
The Results
4x increase in monthly views — from 5,000 to nearly 20,000.
The video became the most-viewed post on the Institute’s Instagram, helping attract new followers from across the UK. More importantly, it demonstrated how a targeted, social-first content strategy could transform the reach of scientific research and bring important stories to audiences who might otherwise never see them.
Scroll-Stopping Social Campaign - Hogscroft Hedgehog Rescue
The Challenge
How do you get more people to care, share and donate? Hogscroft Hedgehog Rescue relies on donations to keep its vital work going. I volunteered to create a social promo that would bring audiences closer to the rescue centre, shining a light on the dedicated volunteers and the hedgehogs they care for.
Creative Direction & Production
The aim was simple: tell a heartfelt, authentic story without compromising animal welfare. I planned, scripted and filmed the entire promo on a Google Pixel in just one day, capturing intimate behind-the-scenes moments while keeping stress to a minimum for the hedgehogs.
Post-Production
Edited in Adobe Premiere Pro, the video combined carefully paced storytelling, emotive music and uplifting moments to create a powerful, shareable piece. Timed to launch alongside the charity’s fundraising abseil event, the campaign was designed to maximise reach and engagement when it mattered most.
The Results
Thousands of views in just 24 hours. The promo helped put Hogscroft Hedgehog Rescue in front of new audiences, raising awareness of its mission and celebrating the volunteers making a real difference every day.