ABOUT

A conversation that took place on LinkedIn, starting with a role offer and skills assessment for a founder-led wellness coach brand launch as a Social Media Strategist. For better analysis, skill tests and and marketing strategy assessment, both I and the Founder agreed to a free 30-mins consultation session over a WhatsApp call.

The objective of the session was to translate the idea, drafts and business KPIs into a relatable market-ready content and growth strategy.

**How It Went**
Over the call, the Founder shared insights on the business launch proceedings, vision and mission. After which I discussed the analysis based on the former discussions:

Target Audience: 17 to 35 years-old realistically, who are chronically online, avid social media content absorbers, self improved Gen Z and millennials - open to the Western theory on not abdicating themselves to the archaic traditional values. *E.g, The category of audience who are readily open to leaving their partner at the altar over a suspected red flag behavior.* This group was prioritized as they fit in better and are in position to seek help, prioritize their health and well-being, and are in better position to buy a self-help book or E-kit online. This set of audiences are most likely to discover Jovera’s brand niche, interact with the business and once turned loyal, patronize.

**Platform Strategy:**
Based on the target market demographics, the primary platform in order to reach this category is TikTok. High discoverability, engagement specifics, suitable for short-form contents and growth for a new brand with zero audience. Offers room and promotes audience-focused, value driven and organic contents.

Instagram - secondary platform. Can be used to aid TikTok social media engagement and can be used as a more structured, aesthetic professional platform that support original creator contents.

Facebook - optional, this can be used a community and growth spaces. Rather than sharing videos or reels, best suited for long-lasting contents - articles, forum discussions, wellness stories.

Website - This is essentially for product listing, updates, and visits.

**Recommendations Before Launch**
- Jovera’s social media pages must be properly set-up, bio optimized and synchronized across platforms in order to promote resonance and brand identity.
- Brand visual kit must be on point, including colors, logo, fonts.
- No separate but deliberate brand voice, style and tone - the ‘Jovera’ brand must remain unanimous when it comes to the public across the social media pages. Accepted that each social media platforms require setting separate tones for each, preferably tailored to the platform however the audience must be able to see a similarity or resonating visuals with the brand’s content. Pidgin must not be used on Instagram, while British Corporate be used a caption on TikTok and Igbo be used to address topics on Facebook.

**The Content**
While it has been established that TikTok is the primary platform for the brand, the suggestion was that the content mustn’t be too corporate and professional for a platform where the audience are entertainment-centric. 80% of the content should be informative, educational or entertaining while 20% should promote the business. This means that *Jovera’s content on TikTok must find a way in order to translate its target market core problems into a simple, digestible and utterly relatable and recognizable content style before any brand talks or promotions can be addressed.* The audience must be made to see why an attribute or behavior exhibited in the content, means they have a problem which is treatable by so-so services and can be treated with certainty from the brand.

**The Launch Strategy**
1. Teaser posts - Introduce brand aesthetics, unique behind-the-scenes content, launch countdown and bits of previews in order to incite curiosity without revealing too much.
2. Introduction - Most TikTok content absorber enjoys gossips and gist, *is there an appropriate measure to introduce the brand than the founder story, explaining why such brand exists all (rooted in a genuine social pattern, rather than the arbitrary “I just want to be called a CEO”?*
3. Personal storytelling content - Relatable narratives that speaks directly to the target audience, and not the generic category. A content that resonate with 10 targets rather than a generic 100 has achieved the intended results, and worthy of a success rate.
4. Reviews/proofs - What better way to get people to start talking and taking interest in your brad than have a real-life person review and a good testimonials? Purchase recap videos or vlogs from patronizing clients, consultation sessions to establish credibility before and long talk is quite essential. Without visible evidence of a real life client, with just AI prompt videos, and hundreds of infographic images isn’t going to get the intended results. Give the watching audience a reason to watch, trust, engage and patronize.

### Session Outcome

Following this conversation, I was offered the Social Media Strategist role for the brand.

Social media is not a science formula or set and go track match.

This strategy overview reflects the thinking delivered in that consultation.