MARTHA’S BEAUTY SUPPLY & BRAIDING

As the Digital Content Producer for Martha's Beauty and Braiding, I implemented a data-driven strategy to elevate our online presence. By prioritizing authentic storytelling, community interaction, and consistent content output, we transformed our social platforms into powerful engines for both growth and partnerships.

Key Wins:

• Instagram Growth
  Grew our Instagram following by +20.5%, increasing from 4,920 to 5,930 followers. Through consistent branding, viral reel strategies, and interactive stories, we built a stronger, more connected audience.

• TikTok Explosion
  Catapulted our TikTok from 1,938 to 13.4K followers—a 592% increase in under 6 months. Our behind-the-scenes braid tutorials, stylist spotlights, and viral client transformations consistently hit tens of thousands of views, making TikTok our top engagement driver.

• YouTube Channel Launch
  Built our YouTube audience from the ground up—growing from 0 to 4.9K subscribers in just a few months. Our long-form videos like "Day in the Life at Martha’s" and educational braid content have helped position the brand as a go-to beauty source.

• Engagement Rate Boost
  Increased our average engagement rate across platforms to 7.5%, outperforming the industry standard. This was achieved by consistently replying to comments, sharing client testimonials, and using platform-native features like TikTok stitches and Instagram collabs.

• Community-Driven Partnerships
  Our digital growth attracted attention from local and national brands, leading to 4+ new partnerships and collaborations—ranging from hair care sponsors to event invitations that solidify Martha’s as a household name in beauty.

• Audience-Centered Content Strategy
  Used insights from TikTok analytics, Meta Business Suite, and YouTube Studio to guide content themes, post timing, and video structure. Our content was built for conversion—with clear CTAs that drove bookings, inquiries, and shares.

This growth-first, engagement-led strategy turned Martha’s Beauty and Braiding into more than just a salon—it became a digital beauty brand with influence, community, and increasing commercial reach.

As the Digital Content Producer for Martha’s Beauty and Braiding, I took a cinematic-meets-strategy approach to video. From short-form Reels to long-form YouTube content, every video was crafted to boost visibility, showcase our stylists’ talent, and drive measurable results—from bookings to brand partnerships.

Key Wins:

• Reels That Reach & Retain
  Created high-performing Instagram Reels that regularly surpassed 15K+ views, featuring client transformations, trending audio, and stylist highlights. One standout reel reached 32.4K views organically and led to a 19% increase in profile visits that week.

• TikTok Virality Engine
  Designed TikTok content that consistently landed on the FYP—pushing average video views from under 500 to 12K+. Our most viral video earned 990.7K views and over 206.8K likes, leading to dozens of booking inquiries within 48 hours.

• YouTube as a Traffic Funnel
  Launched Martha’s YouTube channel with educational and lifestyle content including “How to Prep for Braids” and “Client Experience Vlogs.” Several videos crossed the 1K view mark within the first 48 hours, creating a new lead generation channel with SEO-friendly titles and metadata.

• Collab & Influencer Video Strategy
  Produced custom video content for brand collaborations, influencers, and content creators—ranging from sponsored braid sessions to styled photoshoot vlogs. These videos not only introduced Martha’s to new audiences but also led to multiple brand partnership inquiries and influencer reposts with tagged engagement from their followers.

• High Retention Rates
  Optimized video hooks and edits to boost retention time, keeping audiences engaged for longer. Average watch time on TikTok and Instagram jumped by +41%, contributing to stronger algorithmic reach and higher viewer-to-follower conversion rates.

• Consistent Branded Look & Feel
  Developed a visual content style guide for all videos to maintain brand consistency—clean transitions, logo placement, and consistent intro hooks built viewer recognition and professionalism across every platform.

• Conversion-Driven CTAs
  Infused each video with clear calls-to-action—like “Book with this stylist now!” or “Comment your next style!”—resulting in a 27% increase in booking DMs and higher overall engagement across all video posts.

This intentional video strategy helped turn scroll-stopping content into actual ROI—boosting both audience size and bottom-line success, one frame at a time.

As the Digital Content Producer for Martha’s Beauty and Braiding, I made it a priority to center our content around the people who make the brand powerful—our clients, our stylists, and our culture. Through reposts, UGC (user-generated content), and local influencer collabs, we didn’t just grow a platform—we built a digital sisterhood rooted in authenticity and beauty.

Key Wins:

• +20.5% Instagram Growth in 4 Months
  Grew our Instagram following from 4,920 to 5,930 by consistently reposting client photos, creating “client cam” reels, and highlighting local community stories that made followers feel seen and celebrated.

• TikTok Glow-Up: From 1.9K to 13.4K Followers
  Leveraged TikTok trends, client transformations, and behind-the-scenes stylist footage to turn everyday salon moments into viral moments—fueling a 591% follower increase.

• UGC Amplification Strategy
  Reposted tagged stories, dueted TikToks, and encouraged clients to post their braid experiences. This built organic brand advocacy, and 25% of UGC reposts resulted in more than 1K impressions within 24 hours.

• Influencer & Local Creator Engagement
  Collaborated with micro-influencers and local beauty content creators to create videos, unboxings, and testimonials—boosting our credibility and broadening reach. One influencer reel brought in over 9,000 views and dozens of tagged reposts.

• “Braid of the Day” Series
  Launched a recurring social series showcasing unique styles and the clients rocking them. These posts became high-performers, regularly achieving 2x higher save rates compared to standard posts.

• Comment & DM Engagement = Loyalty
  Built a system to actively respond to DMs and comments, resharing content with a personal touch that fostered digital trust. Fans and clients alike began tagging friends, sharing posts, and driving word-of-mouth traffic.

• Instagram Story Interactions
  Hosted polls, Q&As, braid style votes, and “this or that” quizzes in stories to keep the community involved. These interactions helped double our story views and provided insight for future content planning.

This people-powered content approach turned our social platforms into digital reflections of our salon experience—vibrant, communal, and curated with love. The result? A growing tribe of followers who don’t just scroll—they show up, repost, and book.

As the Digital Content Producer for Martha’s Beauty and Braiding, I tapped into the power of in-person moments to deepen brand loyalty, celebrate our tribe, and drive social growth. By blending community-centered events with strategic digital amplification, we turned every gathering into a content opportunity—and every client into a content creator.

Key Wins:

• Client Appreciation Day That Converts
  Launched our first-ever Client Appreciation Day, offering exclusive discounts and beauty perks for loyal customers. The event not only rewarded our regulars—it also drew in new walk-in clients and sparked over 20 user-generated posts in one day, expanding our reach across Instagram and TikTok.

• +1,000 New Followers Post-Event
  Promoted Client Appreciation Day through teasers, countdown stories, and real-time content drops. The social buzz helped us grow our following by over 1,000 new followers across platforms in just two weeks following the event.

• Community Connection Meets Content Strategy
  Used the event as an opportunity to capture behind-the-scenes footage, heartfelt client testimonials, stylist spotlights, and photo ops that were turned into reels and UGC-style content with high engagement.

• Giveaways & Contests for Lead Generation
  Tied the event to a giveaway campaign that asked followers to tag friends and share the flyer to win free services—this increased post shares by 3x and saved posts by 2.5x the usual rate.

• Real-Time Event Coverage
  Hosted live check-ins and story takeovers during the event to make our digital audience feel like they were right there with us, generating 30% higher story interactions compared to standard days.

• Stylist Shoutouts + Booking Funnel
  Featured on-site braiders with mini video intros and QR codes linking straight to booking platforms—creating a seamless transition from event attendee to returning client.

By treating every event like a full-scale content shoot and social campaign, we were able to extend the value far beyond one day—building stronger relationships offline and turning those moments into measurable digital growth.

As the Digital Content Producer for Martha’s Beauty and Braiding, I built every campaign on a foundation of data, strategy, and measurable growth. By analyzing audience behavior, optimizing timing, and staying ahead of trends, I crafted social media campaigns that didn’t just grow our platforms—they boosted revenue, reach, and reputation.

Key Wins:

• +1,010 Instagram Followers in 4 Months
  Scaled Instagram from 4,920 to 5,930 followers by optimizing posting times, running niche-focused campaigns, and improving content formats based on insights from Meta Business Suite and Instagram Analytics.

• Explosive TikTok Growth: 1938 → 13.4K
  Leveraged trending audio, storytelling hooks, and stylist highlights to create virality-ready videos. Our TikTok audience grew by over 11.4K followers, proving the power of creative momentum backed by analytics.

• YouTube Launch to Monetization-Ready
  Took YouTube from 0 to 4.9K subscribers in just months by producing high-retention video content (like braider tutorials, client transformations, and vlogs) strategically titled and tagged using SEO best practices.

• Performance Dashboards for Smarter Planning
  Built monthly performance reports tracking KPIs like reach, saves, watch time, and link clicks—giving us insight into what converts and what to scale back.

• SEO-Optimized Captions and Hashtags
  Wrote keyword-rich captions and tested high-performing hashtags tailored for beauty and braiding audiences (#ChicagoBraider, #ProtectiveStyles, #KnotlessBraids). These tactics increased our organic reach by +37% on average per post.

• Content Testing + Trend Analysis
  Ran split tests (reels vs. carousels, trending sounds vs. custom audio) and monitored which content types led to more profile actions. The result? An engagement rate that consistently outperformed industry benchmarks.

• Strategic Influencer & Collaboration Campaigns
  Partnered with local influencers and stylists to cross-promote services and products—bringing in new audiences, boosting referral traffic, and increasing appointments directly tied to collab content.

This data-first approach allowed Martha’s Beauty and Braiding to grow not just by chance—but by choice. Each campaign was an intentional step forward in building a powerful, visible brand that converts online energy into real-world business.