Social that grows.
I've been managing and consulting on social media accounts and long-form video channels alongside my content producing work on-and-off since 2013 — and most of the audience growth and reach I've planned or pushed has been organic, paying off simple ideas, variation of content format, and consistency work.
I do my research and deep dive before any strategy — it's all about finding the balance between what looks good, what audiences actually want, and what the algorithm quietly rewards. The platforms shift every few months, but I always stay close to what's new - testing and iterating is part of the research.
Because I've produced content as well as strategised it, my idea are functional, cost-effective, and grounded in production reality — formed with the specific outcome in mind, not 'this big brand did it so you should too.' I'd rather help you find what works for your specific audience, budget, and niche.
10+ Years
In social & content
EN/CH
Global reach +
localised platforms
4M+
Follow/ Subscribers
Organic Growth
500+
Short + Long forms
video content
produced
CASE STUDY
DearALICE
Music Artist
2025
In-house Creative
Brief
Embedded in-house creative working across a three-way collaboration between the band + management, social media partner, and myself — taking ideas from wherever they came from and making them into formatted content.
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What I Did
- Research, concepting, producing, filming, and editing 100+ TikToks and Reels across trends, visualisers, merch, tour, potential roll-out, BTS, and long-form YouTube content;
- Concepting + execute exclusive content for Weverse fan community;
- Working with band for complete design + content rebrand of HQ Page
- Collab livestream with Tommy Lyon on-set directing
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Output / Results
- Consistent 4 months of content output and defined brand image building;
- 5x Tiktok achieved 100K–500K views organically.
Therapi.live
Live Music Promoter
2022- present
Freelance Creative
Brief
Therapi.live (formerly Seoul Therapy) is a Europe-based live music promoter specialising in bringing Korean hip-hop and alternative artists to European stages — a niche market with a passionate but hard-to-reach audience. The team was formed organically by the community it serves, prioritising bold, signature visual output across all social assets with the goal of producing a digital presence as impactful as the tours themselves. Instagram serves as the primary on-tour content hub — the main channel for fan communication, real-time updates, and tour moments.
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What I Did
As one of the core touring team, I helped shape and consistently contribute to the full workflow of pre-tour content and paid ads, on-tour update and content, and post-tour recap — building a streamlined content operation that serves fans in a timely manner around a seasonally-driven account with no regular posting cadence.
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Output / Results
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Account base: 3K instagram followers
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2023 AOMG Europe tour: 4K+ interactions across 12 posts
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2024 Sion Europe Tour: 44K+ Reel views, 2.1K interactions across 7 posts
Max's Food Adventure
Food Content Creator
2019-2022
In-house Producer / Director / editor / YouTube manager
Brief
Max's Food Adventure grew out of a pivot from the original OMG!XIAOBA brand, a long form Mandarin / English entertainment content channel which was struggling to grow by late 2019. The new direction centred on Max Burns — a British teen who grew up in China — and his genuine curiosity and love for food. The world was locked down with Covid and hungry for fresh entertainment, a British teenage content creator who speaks fluent Mandarin, replicating famous Chinese dishes at home with limited supplies, with a warmth and relatability that audiences immediately connected with. The format took off on Bilibili (Chinese YouTube) during that time, leading to consistent brand collaboration including Haidilao and the UK Department for International Trade. Three years of consistent weekly output grew the channel to 4M+ subscribers and 15M+ views across all Chinese and global platforms, entirely organically.
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What I Did
- As part of a three-person production team, I was working both remotely and in person in concepting, pitching, producing, scripting, directing and editing long-form videos for weekly output, and shaping the brand identity through graphic design, intro design, and meme insert moment.
- As YouTube manager, I handled English SEO optimisation, thumbnail production, YouTube-exclusive content, and comment replies — shaping how the channel reached and retained a global audience alongside its core fanbase through Chinese video platforms & social media.
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Output / Results
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Zero → 4M+ subscribers across all social & long form video platforms
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1M+ subscribers on Bilibili, 115K subscribers on YouTube
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15M+ total views by 2022
How I think
about content.
1 / Storytelling is the core of long-term organic growth.
However - Paid ads can get you to certain results faster when executed correctly — but the accounts that sustain growth are the ones with a story worth following. Organic and paid aren't opposites; they serve different purposes.
2 / Collaboration and interaction open doors
Simple posting on your own account puts your visibility entirely in the algorithm's hands. Comments on funny videos or similar artists' stories you can relate to, reposting and interacting with fans, shooting content with creators and influencers that showcase a different side of you — that's how new audiences actually discover you in the current age.
3 / Authenticity still matters — even in trend content
The identity or content that lingers are the ones that consistently show up authentically — even within trend content, they find a way. An angle, a voice stem, a hook that's distinctly theirs. That's what makes people keep coming back and what actually grows a community.
4 / Trial and error happens more than guaranteed success
Discovering what can be a breakthrough format means a lot of housekeeping along the way — that's just part of the process, even if we eventually decide to pivot. So the team involved has to believe in what they're making and enjoy the process — otherwise constantly making content to keep up with social status can easily evolve into burnout.