BLAVITY

At Blavity, I developed, strategized and posted social media content for Blavity Inc brands such as Blavity, Afrotech, Shadow And Act, 21Ninety, Travel Noire, Home & Texture, Blavity House Party and Blavity U.

Throughout my five-year tenure, I developed strategies that led to reaching a monthly audience of 100 million, organically grew over 130,000 TikTok followers, and generated over 21.5 billion video views.

In addition, I managed a team of 5 direct reports, and prepared insights and generated reports to continuously find best practices for social optimization, and discover ways to maximize engagement, traffic, and revenue.

01 — Social Media Strategy

• Introduced weekly Facebook Lives into our video content strategy with strategic talent bookings based off engagement rates from articles that grew video interactions 2x on Blavity and 165x on Shadow And Act.

• Developed a TikTok strategy using the Creator Search Insight functionality identifying niche keywords to include in copy, that led to over a 12,000% MoM follower growth increase, growing our audience over 100,000 followers in one quarter.

• Implemented a Twitter (X) strategy focused on publishing a summary of an article as a thread, bringing the content directly to the audience, resulting in a 30% uptick in engagement.

• Increased link to site clicks over 45% on Instagram by sharing our most popular articles of the day from Facebook to Instagram Stories, making it easier for audiences to reach our site.

02 — Paid Media, Affiliate Marketing & Partnerships

Collaborated with the editorial and sales team to transform sponsored articles into social posts brands from Mastercard, Wells Fargo, McDonalds, Identity Digital, Simon & Schuster and more.

Pitched ideas, wrote copy and managed social posts for partnerships with Tastemade, Instagram, Bacardi, IntoAction and more. (Read more on Tastemade here)

Raised @Blavity's post link clicks over 35% by aligning important dates on our content calendar with content pitches to partners (Holiday cooking with Tastemade, Valentine's day to Instagram, music festivals with Bacardi).

03 — Content Creation & Copywriting

Used social listening to identify top performing talent and make on-the-fly edits to improve post performance.

Created news posts, infographics, announcements, travel guides and more using a combination of Adobe Photoshop and Canva.

Add watermarks, logos, and intro and outro graphics using a combination of Adobe Premiere and Canva.

04 — Creative Direction & Campaigns

Served as creative director, producer and social strategist for several social 'Blavity Media Group' campaigns, original videos and digital covers that drove significant website traffic.

Built out and pitched creative briefs including on-set talent, visual references, shoot location and set design.

Served as a producer, handling budgets above 15k, managing call sheets and booking and managing shoot location.

Spearheaded the redesign of Blavity.com's traditional webpage to create a large format immersive experience generating a 68% increase in site traffic on launch day.

Flyana Boss Digital Cover

Chanel Iman for 21Ninety

Environmental Justice and Racial Equity

Tasked with a goal of increasing brand awareness for and newsletter subscriptions, I developed a 30 day multi-pronged campaign featuring popular voices in the farming and foraging space to capitalizing off organic SEO from Earth Month.

Campaign Launch Post

Corporate Marketing Article

Instagram Editorial Post - Black Owned Farmers Market Guide

• Developed a creative brief and aligning leadership, talent management, video production, editorial and my direct reports to accomplish my vision and strategy.

• Used Unbounce to create pop-ups and sticky bars on Blavity.com that increased newsletter subscriptions by 42%.

• Partnered with several content creators including Indy Srinath, Kamal Bell, Little Miss Flint, The Mom Trotter to deliver original videos, maximizing our reach beyond our own audience.

Black Mental Health Matters

To continue our goals from the previous month, and raise Instagram link clicks, I repurposed old articles into editorial posts, resulting in a 15% increase.

• Created assets from scratch and strategized social posts around Mental Health Awareness Month and Mother's day to optimize all content for SEO.

Launch Post

Instagram Editorial Post - More Black Doulas

Instagram Editorial Post - Male Doula

Instagram editorial Post - Lack of Donors

Together we thrive, the POWER of PRIDE

Launch Post

Andrea Jenkins Interview

Obio Jones Interview

Elle Moxley Interview

Honey Mahogany Interview

Dejon Campbell Interview

Blavity Originals (YouTube)

Pitched and co-produced several original series resulting in a 112% increase in Blavity TV's reach and a 30% increase in YouTube engagement.

Developed and implemented strategies to optimize cross-posting video series across Blavity Inc's social pages, leading to over 160K minutes watched on YouTube.

WATCH:

Flyana Boss: The Sit Down

Asking For A Friend

Home Tours

Off The Shelves

Blavity Originals (Pinterest)

• Pitched, co-produced and strategized social execution of a successful partnership with Pinterest, creating several series that led to a 78% increase in Pinterest engagement.

• Created additional cuts for YouTube Shorts and TikTok from Pinterest content, resulting in a 30% increase in net new subscribers.

WATCH:

A Week In My Wash & Go

Style & Go

Healthy Soul

Vision of Love