Social Media as a Funnel

This case study explores how social media was positioned as a strategic entry point into long-form content, with a focus on clarity, emotional connection, and user guidance. Through a consistent visual identity and educational content, the approach demonstrates how trust-led social media can drive deeper engagement beyond the feed.

The project required strategic planning, creative direction, content development, campaign structuring, and multichannel thinking. Instagram was used intentionally as a funnel, supported by recurring, clear CTAs designed to guide qualified users toward the website while strengthening overall engagement on the platform.

Mockups for post designs were created using Canva and the Adobe Suite, alongside ongoing optimisation through Meta Business Suite. With long-form content already available on the website, the focus was on extracting key insights and phrases to capture attention on social media, guiding users naturally toward deeper exploration and higher-quality engagement.