Unibank's content strategy was not effectively engaging the target audience. The posts had low engagement rates, and the promotional campaigns were not generating the desired level of interaction. It became clear that we needed to identify the types of content that would resonate with our followers and enhance overall performance.

I analyzed social media content using Hootsuite Insights to track engagement rates and reach. I found that static posts underperformed, while visually compelling designs—especially those with storytelling elements—gained more attention and shares. Based on these insights, I implemented A/B testing to experiment with different content types (videos, images, infographics) and refined the messaging to boost engagement.

By focusing on video content and optimizing posts through A/B testing, we achieved a 45% increase in engagement, a 30% growth in followers, and a 25% rise in website traffic over eight months.