Social Media Strategy

For the past two years, I’ve been in charge of strategy and execution on Betterment’s owned social media channels. They were struggling with a stagnant social presence, with little to no engagement among their target audience. Over time, I developed a consistent brand voice, content pillars intended to educate, entertain, and humanize the brand, increased their cadence of video content by 300%, and launched a whole new TikTok channel. Find some of their most successful content below.