Studying UX & Interaction Design has taught me how people interact with the digital world. This knowledge extends beyond website building. When I graduated in 2023, I faced a challenging job market. Instead of seeing this as a setback, I pivoted my expertise to craft holistic digital experiences. Since joining Sano in November 2023, I've applied my understanding of digital interaction to create a social media approach that uniquely connects with their customer base, particularly those aged 25-44.

• Twice weekly posts for 3 Instagram accounts & 1 TikTok account
• Regular Email Newsletters

• Monthly audits & content plans

• Interaction with followers & other businesses

Using a UX-driven approach ensures that decisions are based on how people interact with content, making it easier for them to engage and take action. Every element—visuals, text, and structure—is chosen to reduce friction and guide users toward a purchase. Fast-paced edits, clear messaging, and minimal steps between interest and action help improve engagement and conversion. This approach has directly contributed to measurable results, including a 150% increase in engagement in three months and steady month-over-month growth. By focusing on user behavior, design thinking becomes a key driver of business success.

results

- 150% increase in engagement in the first three months
- Increasing engagement across social accounts by at least 50% each month
- Christmas gift card campaign leading to €4000 in sales

using trends carfeully

I use trends carefully when creating content rather than chasing virality to ensure higher conversion potential and long-term brand growth. While trends can boost visibility, aligning them with high-quality product storytelling and authentic brand values is key to driving meaningful engagement. By prioritising strategic platform use and storytelling that resonates with the target audience, I aim to increase brand awareness while encouraging leads and in-store visits. Consistent engagement through relatable, brand-focused content builds loyalty and trust, ensuring that each piece of content contributes to the overarching business goals rather than fleeting popularity.

During the initial phase of managing TikTok content for Sano, I noticed that while videos were achieving strong viewership, they weren’t converting into followers or customers as effectively as desired. This was due to younger viewers dominating the FYP, who primarily engaged with content for entertainment rather than taking action. To address this, I shifted the strategy toward vibes-based storytelling and brand-focused narratives, targeting older audiences like young professionals and families with higher engagement potential. I also prioritized engaging with food bloggers by liking and interacting with their posts to subtly encourage collaboration and visibility. This approach successfully increased follower retention and conversions, aligning content with the audience most likely to support the brand.

key strategy questions

Following a user-centered approach, I ask key questions to determine what audio, storytelling, and visuals resonate with Sano's audience:  

• What kind of audios are trending?
• What kind of storytelling are people using?
  
• What kind of visuals are doing best? Candid, well-crafted, or somewhere in the middle?

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The answers to these questions vary depending on industry, but when it comes to pizza, the answers are simple:

• Energetic, fast-paced music
• Use language such as "this is your sign to" or "POV" to bring people into the video.
  
• Have different angles & different kinds of clips edited together; sunlight is critical.
• The focus should be on the food but show a bit of the ambience.
• Understand the audience through manager insights about customer preferences and purchases

By following this strategy, I am able to use the algorithm in a more effective way to target critical customers. This approach helps me to create more meaningful connections with my potential customers and ultimately leads to increased sales.  

implementation

• Each video posted showcases a key offering of the restaurant in an appealing way, reducing the number of steps between a viewer watching a video and making a purchase.
• I use various visuals, including candid shots and well-crafted images, to create a more authentic and engaging experience.
  
• I also use storytelling to create a connection between the viewer and the brand, using relatable and authentic language to the audience.
  
• To ensure that the social media approach is user-centred, I measure its effectiveness and adjust it based on the insights gained.

By taking a user-centered approach to social media marketing, I've delivered significant results for Sano. Through mindful attention to trends and audience preferences, I've created a social media experience that forms meaningful customer connections, particularly with our core demographic of young professionals and families. This approach will continue driving strong engagement and sales as we refine and improve it through regular audits and content planning.