TikTok Creator: Architecture & Design Niche
I ran an architecture and design TikTok account. I started posting in November 2022 and decided to post carousels (photo slideshows) almost exclusively, only one month after the carousel feature launch. While the account started as a hobby, I figured TikTok would push content and creators that were early adopters of their new feature. It worked!
According to Rachel Karten, 43% of Duolingo’s TikToks in February 2024 were carousel posts.
-
Quantitative data of user behavior is (obviously) important, but this account taught me that it doesn’t mean much if you can’t qualitatively assess and improve on your successful content. I learned what my audience (and the algorithm) wanted and became obsessive about improving with each post. I A/B tested everything from font choice to copy placement, built out systems that ensured timely responses to trends, and conducted SWOT analyses of the emerging TikTok design niche.
Above all, my goal was to stay true to the account and curated content my community signed up for.
-
Interacting with my audience generated memorable interactions and elevated engagement. I maintained a consistently casual tone and prioritized engaging with and tailoring content to dedicated followers (repeat comments, likes etc.).
💭Currently working on sharing more long-form and personal design content/opinions via Design Meal (a newsletter for people who like stuff and how it looks). Instead of pivoting to a content type that my audience didn’t sign-up for, I plan on leveraging the tiktok account as a funnel to convert interested followers into newsletter subscribers.💭
UC Berkeley Basic Needs Center (BNC)
As a Community Engagement and Outreach Associate (aka Marketing), I helped run the UC Berkeley Basic Needs Center’s digital and physical marketing channels. The Basic Needs Center connects the Berkeley campus community to both short-term emergency relief and long-term support services. I maintained a content calendar, used qualitative and quantitative analysis to generate content strategy recommendations, and executed a proposal to audit the BNC instagram’s “user-friendliness.”
-
I uncovered that story highlights contained outdated information/events, informational posts lacked cohesion, and there was no clear representation of what the center or its ecosystem of services actually looked like. We added pinned carousel posts and clearly labeled story highlights to provided concise answers to FAQs.
Navigating housing or food insecurity as a busy student is already a daunting task. While interviewing students, I learned that they’re often reluctant to reach out due to feelings of embarrassment or confusion over support processes. The center’s instagram page needed to be the first step in empowering students to start the process.
-
I assessed DMs, comments, Linktree data, website data, and conducted usability testing/user interviews to identify pain points. Considering user intention and experience was key.
Target “customer” = students.
Students are overwhelmingly digital natives whose first instinct when interacting with a brand or organization is to seek out their social media accounts.
The BNC should empathize with first-time Instagram visitors to improve their user experience and thus more effectively reach students in need.
-
On average, content featuring original photos and videos received more engagement than graphics.
Connecting person-to-person is at the heart of what the BNC does and their social media presence needed to reflect this!
