Over the course of 2 years, I increased the quantity of video content on Betterment’s social media by 300%. With the increasing prioritization of video and its unique ability to drive brand love, this was a central portion of approach to our social strategy. A recurring series with our Financial Planning team has generated some of our top performing pieces of content. I conceptualized, scripted, filmed (or coached folks through remote filming during the pandemic), then published it via Betterment’s IG and TikTok channels.

This resulted in a 48% increase in our engagement rate on organic social, and when run as paid social as, a prospecting CPA of $1500 and a retargeting CPA of $89.