TKOart
Year
Type
Industry
Tools
2024
Full-service
Art Consulting
Instagram, Facebook, LinkedIn, Later, Capcut, Photoshop, & UNUM
TKOart is an art consulting firm providing art advising services such as art selection, curation, framing & installation, sourcing, commissions, project management, and placement & design. In addition to assisting in these services and client outreach, I managed and produced content for the firm's social media platforms. I initiated eight campaigns, cross-posting on Instagram, Facebook, and LinkedIn, with a primary focus on Instagram.
Skills
Ideation / Photo Retouching / Video Editing / Copywriting / Community Management / Project Management
About
When I joined the TKOart team, the ongoing social media campaigns consisted of artwork showcases and room mockups. The artwork posts showcased pieces from multiple angles, accompanied by a caption with formal analysis and biographical information about the artist. The room mockup posts displayed artwork, created on ArtPlacer, in various interior settings.
There was a need for a more streamlined and systematic social media management approach to ensure consistent posting while enhancing reach and engagement.
To address this need, I developed campaign ideas focused on informing the audience about the firm's art collection and services while increasing engagement through unique and educational content. I wore many hats in TKOart's social media marketing process, which involved brainstorming campaign ideas, retouching and editing visual assets, and copywriting hook-worthy captions. I also actively engaged with the community by interacting with posts from creators in the same niche. Additionally, I organized and managed posting schedules and task timelines using Asana, ensuring consistency and efficiency across all campaigns.
To optimize the posting process, I used UNUM to curate the feed's aesthetic, pre-planning the order of posts to align with the color scheme and monthly holidays. This strategic approach ensured a visually cohesive feed that appealed to current events. Additionally, I utilized Later to schedule posts for automatic upload, targeting peak user activity hours to maximize reach and engagement.
My contributions led to the successful diversification of TKOart's social media posts, introducing new content in Instagram posts, reels, and infographics.
Posts
Continuing the artwork campaign, I focused on crafting captions with a potential buyer's view in mind. This approach aimed to make the content highlight appealing and noteworthy aspects of the artwork. For the room mockups campaign, I refined the caption style to be more concise, eliminating formal analysis to prevent overwhelming the audience with dense information in every post.
A new campaign I developed to increase engagement is the #ArtForThought campaign. The posts featured a simple graphic with text on thought-provoking, art-related questions. The campaign's purpose was to spark discussion in the comment section with TKOart and the broader art audience. Upon the first post of the campaign, the engagement increased by 25% compared to the previous post. There was also a noticeable increase in comments with community members sharing their perspectives on the thoughtful statement
Another campaign I introduced was #TKOartThrowback. This initiative highlighed TKOart's past projects and the range of services provided. These posts not only informed about the firm's services but also showcase its expertise. The reach of the #TKOartThrowback posts doubled compared to the artwork and room mockup posts, significantly enhancing the visibility and awareness of TKOart's offerings.
Reels
Recognizing the growing popularity of short-form content, I sought to diversify the business’s informational artwork-only posts by incorporating Reels. By applying best practices for short-form content, such as creating videos under 30 seconds and using trending audio, I developed 4+ Reels-based campaigns to enhance engagement and reach.
Initially, the business's social media focused solely on informational posts about the artwork. To humanize the brand, I created an art collection Reels campaign that provided a behind-the-scenes look into the business’s operations. Additionally, I launched an event recap campaign that further humanized the brand by showcasing the team’s involvement in community events, presented in a vlog-style format.
To maintain a balance of informational content, I introduced artist spotlight Reels that highlighted artists in the collection based on various themes. Noticing a rise in helpful, guide-like Reels, I also developed interior design trends Reels. These posts served to inform the audience about emerging trends while simultaneously showcasing the business’s expertise and its commitment to staying up-to-date with design styles.
Infographics
While creating Instagram content, I observed a significant shift in feature usage: the rise in popularity of using the Instagram carousel feature for informational infographics. This feature has become a powerful tool for knowledge sharing and driving engagement.
Inspired by this trend, I conceptualized an interior design styles campaign utilizing the carousel feature. The objective was to produce educational content that delivered concise information and home decorating tips on trending interior design styles. The campaign also showcased TKOart's advising expertise and up-to-date knowledge of trending ideas. In addition to my research, design, and copywriting roles, I also gained experience designing room mockups using ArtPlacer to showcase TKOart's collection in the designated interior design style.
Implementing this infographics campaign led to a 30% increase in average Instagram engagement and a 50% increase in reach. This demonstrated that shareable, informative content significantly enhances user interaction.
Results
By diversifying Instagram features, the business saw significant improvements in its social media metrics. The introduction of Reel-based content led to a 50% increase in average reach and a 15% in engagement. Additionally, implementing guide-like infographics contributed to a further 10% rise in engagement.
Consistent daily posting was another critical factor in enhancing the business's social media analytics. By adhering to best practices, such as posting at globally optimal times (4 AM and 5 AM), the content was positioned to gain early visibility and seamlessly integrate into users’ feeds. Staying vigilant about trending content and new platform features, I proactively adapted the firm's strategy to ensure the business remained ahead of the curve.