Evidentia
Content & Research Associate

Overview

Managed social media content for Evidentia, refreshing branding and increasing consistency to expand Evidentia's audience.

Responsibilities

Created 3 social media initiatives
Established brand voice
Transformed aesthetic for consistency
Edited videos (Canva)
Created posts (Canva)
Posted Q&As and Polls on stories for community engagement

Challenges

Some content deemed "explicit" resulted in censorship & shadow-banning
Team content was remote
Political climate which eventually led to the cease of operations

Results

37.44% growth on LinkedIn
16.94% growth on Instagram
Partially contributed to the start-up's first year of profit

Branding

Before

Much of Evidentia's social media was based exclusively on content that did well on TikTok, including brand voice. There was no differentiation between social platforms.

Content on Instagram was typically downloaded from TikTok and uploaded with a watermark
Inconsistent brand voice, attempting to be humorous, decreasing credibility
Relied on trends, memes, and AI images with no clear strategy
There was a sense of repetition and "sameness" throughout posts

After

I completed a social media audit & SWOT analysis and was able to determine the future direction of the brand. I determined Instagram and LinkedIn to be high-impact channels.

Prioritized consistent font & color style to create a cohesive look
Used an aspirational voice to align with Evidentia's valuable mission of increasing sex-ed awareness
Diversified content topics to decrease repetition
Used photographs as opposed to solely graphics to do better on the Instagram algorithm

Incorporating the Team

To humanize the brand and build authenticity with the audience, I created a few pieces of content featuring the team, showing the humans behind the organization.

Although as a remote organization, it was harder to have consistency throughout the videos, showcasing the team did build Evidentia's relationship with the audience.

Analytics

LinkedIn Wins

I identified LinkedIn as a high-impact channel because Evidentia's goal was to market inclusive sex-ed materials (webinars, toolkits, courses) to organizations and schools. Through LinkedIn, we could better reach professional & academic audiences.