As part of my initial research into Stash’s social media landscape, I conducted a channel audit to identify a) how each platform was currently being used, b) where each audience segment was most active, and c) average post performance per channel. What I discovered was that Stash had an active community of retail investors and finance professionals on platforms like Twitter, Reddit, and LinkedIn, but had trouble carving out a niche on Instagram—whose audience skewed younger and primarily female.

As part of Stash’s larger rebrand and plan to attract first-time investors, we decided to share practical education on Instagram around the importance of investing in the future, and the ease of doing so with the Stash app. After meeting with product marketing leads to understand the most utilized features as well as common user pain points, I focused on building posts that proactively addressed these needs and hesitations. For example, small but recurring investments were popular among first-time investors who wanted to build their portfolio without spending lots of time on the app, so we designed a post to highlight the ease and benefit of turning on set schedule.

Another example: social listening revealed concerns from potential customers about the amount of data they would need to provide, such as their social security number. Our response on Instagram was a simple carousel (featured below) outlining the process of signing up for an account that could be pinned to the feed. While writing the copy for this post, I made sure to avoid technical jargon while also avoiding overly simplistic explanations, since the viewer of this post would likely have some familiarity with Stash and how subscription-based apps work.

For each of these posts, I managed the publishing process from conceptualization to measurement. Stash’s in-house design team was briefed on posts for the upcoming month in order to choose visually cohesive graphics and images, while relying on feedback from myself and the Head of Brand Marketing. Each post aligned with the overall strategy outlined in Stash’s Social Media Playbook and was later measured against the current Instagram benchmark for impressions, engagement rate, video views (if applicable), and other metrics.