Social content

Concepts / Scripts / Production

I’ve written my fair share of social content and hooks during my copywriting career.

So, I felt it deserved its own page.

Short-form video needs to earn attention in the first second or scroll-past is instant.

So the hook had to promise a specific payoff, not just intrigue, to hold a beauty-treatment-skeptical audience.

What about a successful beautician who started off absolutely clueless?

SMARTY wanted to build its TikTok presence, and as a chronically online copywriter, I felt it was my calling.

I worked with the content team to come up with ideas that highlighted the “malarkey” of daily life.

Whether it’s AI-powered pants or losing aura points, I came up with unique and trending hooks to engage a younger audience.

Helped produce and write copy for the Edinburgh Dungeons TikTok channel.

Wrote copy for movie posters featuring some of the famous dungeon characters.

Puns? Absolutely everywhere.™™™

At Goodnotes, our followers were constantly requesting new features (the greedy bunch).

So, I ensured we regularly posted updates on features and bug fixes, briefing design and writing the copy.

In my spare time, I love to write books (because I just love writing that much).

So, I decided to grow my audience on TikTok to reach more readers.

I wrote hooks, tested out trends, and discovered what really worked:

Gained 1700 followers

Reached 25K likes

Most popular video got 113K views and 200 comments