Social First Agency

Founder

LADbible Group

UNILAD Adventure is the most engaged travel channel on social media, with a combined following of 6M people and reaching 120M people weekly (data as of Sept, 2018). The channel specialises in creating shareable and relatable travel content that transcends language and cultural barriers.

Due to my hiring 9 months earlier, the Adventure page achieved a more consistent flow of good quality content. I often put new ideas forward on how to grow the Facebook and Instagram channels and produce better content, becoming more and more involved in developing new video concepts and formats across different social media channels.

As a result, I was promoted to a Social Video Manager role, responsible for managing my own team and being more involved in creative projects and branded client work.

• Overseeing a team of three junior video editors and making sure the Facebook and Instagram pages had a consistent stream of quality content on a daily basis.

• Working alongside Head of Adventure developing new concepts and video formats for Facebook, Instagram and Youtube.

• Shooting original content across the world and training the new starters to be familiar with our shooting guidelines and style.

• Presenting, shooting and editing engaging Instagram stories.

Attached are the links to the projects I have been involved in shooting and editing during my time as a Social Video Manager.

Social Video Manager - UNILAD Adventure

• Editing videos tailored to Facebook and Instagram, adapting them to be shareable and relatable for social audiences, especially on mobile. 

• Writing and developing scripts for social videos.

• Shooting original travel content on location with Social Video Manager, learning the Unilad Adventure shooting style.

• When required, helping out with contacting content creators to source content and scheduling posts on Facebook and Instagram pages.

Attached are links to the projects I was involved in shooting and editing during my time as Junior Video Editor.

Junior Video Editor - UNILAD Adventure

Teleport

•  In charge of content distribution on Social Media accounts via Buffer.
•  Growth hacking to achieve the daily unique visitors goal, mainly using Facebook and Reddit.
•  Keyword research for SEO and setting up keyword tracking campaigns on Moz.
•  Reaching out to bloggers and online magazines for collaborations.

Marketing Intern

Adcash

•  Reaching out to online magazines and blogs for promotional opportunities.
•  Creating and running Adwords campaign for Mandarin speakers.
•  Creating bi-weekly Mailchimp campaigns for publishers.
•  Analyzing Adcash's platform compared to competitors and creating a Surveymonkey survey to collect feedback.
•  Writing content for Adcash blog.
•  Helping with the organisation of Christmas gifts tender.

Captivate Training & Consulting

Skills obtained: MailChimp, Insightly, E-mail marketing – A/B testing, Chinese Social Media management, networking.

•  In charge of Social Media accounts to generate leads – LinkedIn, WeChat and Weibo.
•  Creating marketing content – designing e-mails, brochures and videos.
•  Networking and business development – representing the company at networking events and cold calling potential clients. 
•  Organising networking events for HR professionals.

NiceTalk (Hangzhou Feizhu Technology Co.)

Skills obtained: Hootsuite, Hubspot, Photoshop

•  In charge of Social Media Strategy - promotion, engagement, conversion
•  Managing Facebook and Twitter accounts
•  Content creator for weekly notifications/newsletters within the app
•  Engagement with clients through replies, comments and direct messaging
• Creating monthly analytics reports

Social Media Manager

UCLan Students Union

Member of the Students Union team and Supervisor at Essentials Shop
Skills obtained include supervising, motivating, problem-solving, time management and customer service.

•  Supervising a team and allocating tasks.
•  Helping out with organizing and smooth running of several campaigns throughout the year (SU elections, open days, fairs)
•  Serving and advising customers.
•  Managing stock and deliveries using Point Four software.

Retail Supervisor

UCLan Business and Management Society

Skills I obtained during my time of being the Treasurer include financial control, budgeting and finding sponsors.

Responsibilities:
•  Coordinate the finances of the society.
•  Ensure financial stability and sustainability for the society.
•  Present and prepare budgets for new and ongoing work.

Treasurer

Ministry of Foreign Affairs of Estonia

Political Department, 4th division (Asia, Africa, Australia and Latin America)

Skills I obtained include report writing, analysing and evaluating, translating documents, web-site management.

Internship outcomes:
•  Learned about international relations between the West and China.
•  Produced an in-depth report on China-ASEAN relations.
•  Gained knowledge of how a government organisation works.

Summer Intern

Founder-led social content for B2B companies | Driving business growth through Founder-led Marketing & Personal Branding | LinkedIn Ghostwriter & Personal Brand Strategist

Ironically, I wasn’t always a fan of LinkedIn. The self-promotional and often cringe-worthy content put me off spending much time there.

But now, I create LinkedIn content for a living. What changed?

In 2023, I noticed the poor quality of content dominating the platform. The feed was full of “experts” and stale company posts.

However, I was drawn to a few founders sharing their valuable insights, opinions and genuine journeys along the way.

This sparked something: every founder & subject matter expert should be building brand awareness for their business through their personal profiles.

After successfully building up a client's founder profile and also my own, I was convinced that this is THE playbook for B2B social content.

So, I launched our Founder-Led LinkedIn content creation service.

Since then, I’ve witnessed the incredible impact that building a personal brand on LinkedIn can have on a business (watch our Case Studies). It’s safe to say I’m a convert..

As a Content Strategist, I work directly with clients, supported by my team including a Content Writer, Video Editor, and Graphic Designer.

Our mission is to help brilliant founders tell their story, share their expertise, and grow their business through building a presence on LinkedIn.

Interested in launching a founder-led content motion for your company? Shoot me a dm.

Is it just me or does the LinkedIn video feed kinda suck!? Recently, a few of our clients’ videos have seemingly done really well, but in reality, the added engagement from getting pushed to the video feed are vanity metrics.

For context: They are videos of Founders talking about niche topics that are only relevant to their target audience. 

Ever since LinkedIn introduced the video feed/tab, it seems that some videos get pushed to a wider audience via that feed.

The problem is: the algorithm is pretttty bad.

So rather than finding more similar people that are already engaging with their profile and content, it seems to serve the video to a wider, irrelevant audience.

Almost like it’s just a general video feed, not customised to your interests.

How do I know this?

Let’s look at three overperforming videos from a client account:

870,000
98,000
and 56,000 impressions.

Looks impressive, but here’s what I noticed:

Every time a video post overperforms like that, the engagement rates completely drop off the cliff as well.

Now, typically, we are at the 2-3% range with this account, which is what you like to see.

But in this case:

870,000 impressions -> 0,01% engagement rate
98,000 impressions -> 0,05% engagement rate
56,000 impressions -> 0,22% engagement rate

This tells me one very obvious thing:

The video gets served to a buuuunch of irrelevant people. The drop is so bad that it seems to me there’s nothing in the algorithm that would even tryyy to find a relevant audience.

IF, however, the algorithm gets better, and is able to find a relevant audience (by taking into account followers, engagement etc), that would change everything.

This seems like a huge opportunity and I’m hoping LinkedIn is working on improving this…

Is anyone else experiencing the same thing? Or disagree here? Would love to hear thoughts on this.

Elenor Hodgson

Founder-led social content for B2B startups. Clients include Seedcamp-backed startups and 7-figure marketing agencies. Leverage founder branding to generate demand.

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