Content Strategy: Social Media
Social Media Static Post Strategy - Counseling Clinic
Overview
Developed a social media content strategy for a trauma-focused counseling clinic to increase engagement, reach, and conversions through educational, visually cohesive content.
The Problem
Content lacked visual cohesion and wasn’t effectively engaging the audience. Additionally, the client did not have the capacity to consistently film video content, limiting typical high-performing formats like Reels.
Strategy
Aligned visual design with the clinic’s nature-inspired brand to create a calming, cohesive aesthetic
Researched high-performing mental health keywords (e.g. “trauma,” “nervous system”) and integrated them into post copy
Prioritised educational, value-driven static posts to increase reach, engagement, and shareability
Structured content to be clear, digestible, and “saveable” to drive ongoing visibility
Balanced high-value educational content with occasional announcements and soft promotional posts to support conversions
Execution
Designed and published a series of branded static posts focused on trauma education, nervous system regulation, and mental health awareness, alongside periodic promotional and announcement content.
Results
Increased overall engagement and reach despite the absence of video content, with strong performance on informational posts, improved brand consistency, and clearer pathways to conversion.
Selected Examples from Social Media:
Social Media Reel Strategy - Yoga & Sound Healing Studio
Overview
Developed a Reels-focused social media strategy for a yoga and sound healing studio to expand reach and attract new clients while maintaining connection with an existing loyal community.
The Problem
Strategy
Leveraged viral, high-performing Reel formats to increase visibility and reach beyond the existing audience
Created content designed for shareability and discoverability (hooks, trending formats, relatable wellness themes)
Repurposed and re-edited existing video content into engaging, high-performing Reels to work within production constraints
Used engaging, accessible entry-point content to introduce the brand to new audiences
Balanced top-of-funnel viral content with occasional direct class promotions to convert viewers into clients
Maintained brand alignment by ensuring all trending content still reflected the studio’s calming, wellness-focused identity
The studio had a strong, engaged core audience but limited reach beyond its existing community. Content was not consistently leveraging high-performing formats to attract new viewers. Additionally, the client preferred not to film themselves, and with the team working remotely across countries, content creation needed to rely on existing footage rather than ongoing in-person filming.
Execution
Reels were tailored for different goals: top-of-funnel content to increase reach and engagement, and occasional promotional content to support session bookings.
Produced content through a combination of self-filmed footage and existing video assets, editing and adapting footage into both viral-style and conversion-focused Reels.
Results
Tripled engagement and doubled reach, successfully attracting new audiences while continuing to nurture the existing community.
Viral-Focused, Entry-Point Reel Examples:
Conversion-Focused Reel Examples: