Hi, my name is Terence Ho
I'm a Social Media Content Creator & Marketing Specialist
Select the project you want to check out
Unity Payments: Taliup
Marketing objectives:
-
Generate brand awareness for Taliup.
-
Measure growth for the following metrics: Likes, Comments, Views, Shares, and Follows
My approach and solution:
-
Conducted research on social media best practices, analyzed posts from relevant competitors, looked up successful content trend ideas on Tiktok and Instagram.
-
Found through various marketing reports in 2020-2021 that video marketing is generating a high ROI for marketers - specifically short creative vertical videos.
-
Based on content trend ideas, I found creators were having success with doing their own take on popular trends and sounds. In addition, many top creators were dissecting inside jokes and problems from their respective industry and creating entertaining skits.
-
From this data, I recommended to the company's Marketing Director that we package Taliup's problem and solution into short skits filled with inside jokes plus humour from the restaurant industry.
Content 1: Focus on a customer pain point and sublety adversite Taliup as the solution.
Results: 3,032 views. 61 likes. 16 shares
Results: 10,428 views. 568 likes. 1 Comment. 14 shares.
Results: 4,215 views. 58 likes. 2 Comments. 12 shares.
Content 4: A shorter 10 second video using a trending sound.
Results: 6,563 views. 219 likes. 2 Comments. 7 shares.
Content 4: A shorter 10 second video using a trending sound.
Results: 107 views. 8 likes. 1 shares.
Unity Payments: Taliup
April 2022 to Present
Marketing objectives:
-
Generate brand awareness for Taliup from a small following base (<100).
-
Measure growth for the following metrics: Likes, Comments, Views, Shares, and Follows
My approach and solution:
-
Conducted research on social media best practices, analyzed posts from relevant competitors and looked up successful content trend ideas on Tiktok and Instagram.
-
Found through various marketing reports from 2020-2021 that video marketing was generating a high ROI for marketers (specifically, short vertical videos with hooks). It's forecasted that video marketing will increase in the future years.
-
Discovered in my research, that creators were having success with creating videos from popular trends and sounds. In addition, many top creators were dissecting problems from common industries and repackaging them into entertaining "inside joke" skits.
-
From this data, I recommended to the company's Marketing Director that we package Taliup's problem and solution into short skits filled with inside jokes from the restaurant industry.
-
After prepping various scripts and hooks with the copywriter, I auditioned and cast a few of my lovely co-workers as actors and actresses for these content ideas. Production dates and times were then coordinated via Slack and Trello.
-
I directed, shot, and edited our first content video within a week and cross-posted it to Instagram, TikTok, Meta, and Youtube. Equipment used: Sony Mirrorless Camera, Moza Air Gimbal, Zoom Audio, and Davinci Resolve.
-
In just a few days of uploading, we began seeing impressive growth.
Discussion:
-
With my recommendations and lead for the video marketing strategy, Taliup's Instagram channel had a +124% increase in accounts reached, a +348% increase in accounts engaged, and a +8.1% increase in followers from September to December 2022.
-
Success was found in doing content ideas that followed the "Jester" brand archetype and replicating popular social media trends from Instagram and TikTok.
-
Posts with lower engagement did not follow the "Jester" or popular trend approach but were successful in building stronger relationships and credibility with stakeholders. For example, the Restaurant Canada show recap was reshared on RC show's Instagram handle. This puts Taliup in front of many market leaders and establishes credibility.
-
Subtitles and text hooks are useful to add because it increases accessibility and retention.
-
Being subtle about your brand works better than being loud about it. Generally, people hate being sold to. It's all about finding the most creative way to add value (laughter or education) while promoting your brand.
-
For the next steps, I would continue to deliver Taliup in creative skits for brand awareness. However, slowly balance that out with more customer testimonies and product tutorials to convert leads who are in the consideration or decision phase.
Downtown Markham
Soul Media Lab 2018 - 2021
Marketing objectives:
-
Generate brand awareness and increase foot traffic in Downtown Markham.
-
Measure growth for the following metrics: Likes, Comments, Views, Shares, and Follows.
My approach and solution:
-
In 2018, online video marketing was still fairly new. TikTok and Instagram Reels weren't even on the social media radar yet.
-
Marketing reports were beginning to notice a behavioral shift in people consuming shorter videos on their phones rather than on a traditional screen. In addition, square and vertical videos began taking their place on social media channels. That's because these "shapes" appeared larger on mobile screens which visually hooked the viewer.
-
Dynamic video editing was also on the rise in the social media space. This meant videos would have faster transitions to trendy music and shorter durations (<60 seconds). The goal of dynamic video editing is to showcase various features while maintaining high retention. This style wasn't seen in traditional media but proved its value with high KPIs.
-
Based on this research, I began experimenting with dynamic video editing and optimizing different videos for mobile.
-
After finding success in A/B tests on my own channels, I started recommending this approach to my clients like Downtown Markham and it became a hit. We found success in attracting more eyes and more traffic into their spaces.
Discussion:
-
The 2 posts I shared above do not cover all the work that I've done for Downtown Markham. But, it's definitely some of my personal favorites. Why? It's because these posts generated tons of engagement from the target audience (local businesses and people)! That's great for building an online community which leads to more opportunities.
-
It also confirmed to me that successful video marketing was going to be packaged into shorter dynamic videos, optimized for smartphones.
Story Of TO
Marketing Project 2019 - 2020
Marketing objectives:
-
Build an online community where people can connect and share through a stranger's story.
-
Measure growth for the following metrics: Likes, Comments, Views, Shares, and Follows.
My approach and solution:
-
With a mirrorless camera, microphone, and sheer courage, I forced myself out of my comfort zone to ask strangers in Downtown Toronto about their stories.
-
After experimenting with different ways of getting strangers to open up to complete strangers (my friend and I), we narrowed it down to leading questions such as "What is one of the biggest regrets in your life? and proceeded to follow up based on their answers.
-
The stories we captured and the audience's response were truly worth it.
Content 1: I miss the friendship
Results: 309.5K views. 52.8K likes, 2158 shares, 508 comments, 4000 new followers
Content 2: I want to be a business man
Results: 327K Views. 60.9K Likes. 623 Comments. 39 Shares. 1300 new followers
Discussion:
-
Story of TO is a project that showed me that people's stories are powerful marketing tools.
-
It's similar to user-generated content, people gravitate and listen to authentic sources.
-
Based on these metrics, I believe building successful social media channels will always require genuine stories from their target audience.
Behind the scenes
Editing Taliup social media content after a shoot
