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Influencer Content Creation
Context
Entrepreneur and Influencer Adam Kalish sought a dynamic way to captivate his audience with consistent, inspirational content that elevated his company.
Read Time
9 Minutes
Project Duration
3 Weeks
Platform
Team
Graphic Designer (Me), Client, Client’s Business Partner
Tools
Figma, Slack
The Problem
Instagram content was key to addressing low website traffic.
Adam's Verified Ecommerce (VE) hit $1.4M in sales in 16 months, but he and his business partner (Jimmy) aimed to expand their company onto Instagram to grow further.
The clients had little to no content, which is one cause of loss traffic from Instagram to their site.
Messaging and content that was present did not have any meaning to their target audience.
Old Instagram post designed by a previous designer
The Solution
20+ Instagram Posts driving traffic and audience awareness
I created 20+ Instagram posts that boosted VE’s website traffic by 40%, using content tailored to resonate with its audience and drive membership growth for VE’s programs.
The posts offered eye-catching graphics that were visually interesting for the viewer to read.
Messaging was strong enough to convey a feeling of taking action for the viewer.
The Client
Exploring Adam’s Brand and Story
Before starting any design, I consulted Adam, learning who he is, his success, who his audience is, goals of the brand, and much more.
Based in Union, Illinois, USA, and a dog dad
E-Commerce Expert in Instagram & Facebook Ads
Achieved over $1.4 million in E-Comm sales in just 16 months
What is Verified Ecommerce?
Verified Ecommerce, founded by Adam and Jimmy, is a membership-based platform dedicated to helping individuals succeed in e-commerce. Through comprehensive and interactive education, they teach members how to create and scale their online businesses effectively.
Connecting with members
Conducted a 5-person session to learn what messages matter.
Conducted a group session with VE’s members to understand who they are and what messages inspire action, like visiting a site. I asked questions and spoke individually with each person, observing their interactions and responses, mimicking social media comment sections.
Walked away with notes about the group’s interactions and their stories.
Understood what messages and imagery makes an impact to them, causing them to take action.
Question & Answers by Participants
Questions
1.
What types of social media content inspire you to engage or take action (e.g., visiting a website or signing up for a program)?
2.
What specific topics or messages do you find most motivating or relatable in the e-commerce space?
3.
How do you typically respond to comments or interactions from others on social media posts?
4.
What kind of visuals or design elements catch your attention and make you more likely to share or comment on a post?
Answers
Participant #1/ Question #1: “Content that shares success stories or tips I can actually use makes me want to learn more or click through to the website."
Participant #3/ Question #2: "I’m drawn to posts that share industry trends or highlight tools that can simplify managing an online store."
Participant #5/ Question #4: "Bright, clean visuals with a clear call-to-action. I also love seeing behind-the-scenes content that feels authentic."
After Group Session
Key Takeaways from Discussion
Inspirational Tips
4/5 of the participants favored content that had tips on e-commerce success, such as setting up ads, or maintaining a positive mental attitude.
Behind the Scenes
2/5 of the participants favored seeing behind the scenes of the VE team in action or setting up things with their websites.
Moving forward, the participants favored the idea of post with inspirational content with messaging and imagery and other post that shows behind the scenes of important aspects of e-comm, such as setting up ads or demonstrations of successful people in the industry.
Researching Content
Studying Competitors to Meet Goals
Online sales first requires a ton of traffic, as a sale is just one of many conversions, just like a click or a view. I needed to spy on competitors to understand the kinds of post they create to engage their audience. Engagement meaning the receiving of likes, comments, or views. The inspirations you see here focused on the messaging and graphics.
Design Iterations
Presenting the Client with Design & Style Options
I communicated with the clients via their Slack Channel and showcased the first drafts of the designs, and gathered their feedback and thoughts. With most feedback being positive.
The clients enjoyed the overall layout and structure of the text, colors, and branding.
My first draft lacked a strong message, so me and the client collaborated to find the right fit.
Post Structure
The Components of Successful Posts
Final Designs
More than 20+ Instagram Posts
Adam received a sharp, engaging, and vibrant collection of Instagram posts that boosted website traffic by 40% during its posting, helping their brand achieve its objectives.
Future Opportunities
Continuing to Scale
Social Media Strategy
Today, Adam has ended his Verified Ecommerce venture as has moved onto the media buying business, but I believe he can implement the same approach as VE with his new company. Continuing to provide inspirational content, but more prominently videos as they typically have higher conversion rates.
Adam’s thoughts about working with me:
“Marioso was very responsive and nailed the design I was looking for. The posts crushed and I would highly recommend him! Great work!”
In 2021, Adam, Jimmy, and Rohit, received a reward from a company called Clickfunnels for achieving over $1 million in sales.
