Designed social media content, strategized campaigns, and implemented a pilot KPI tracking system.

The Metropolitan Museum of Art

Role

Digital Intern, Social Media Intern

Timeline

June 2021 to August 2022

Tools/Skills

Adobe Lightroom, DaVinci Resolve, Canva, Copywriting

SUMMARY

I joined The Metropolitan Museum of Art's social media team to run their youth-run Instagram page, @metteens. During my time in the social media department particularly, I helped lead a team to work on creating content that would draw in greater engagement. Going into this, I had a few ideas that would help to revitalize the Instagram account:

  1. Implementing a KPI tracking system to monitor and analyze business growth metrics.

  2. Crafting a targeted and effective content development plan.

  3. Leveraging diverse content formats to expand audience reach and engagement.

AN INITIAL AUDIT

Upon joining, I realized there's no standardized way of tracking relevant account metrics.

This was an issue because in planning and developing a content strategy, we were unable to know what type of content was doing well and when the account had the best engagement. I created a spreadsheet to track the growth of the account using metrics from Instagram’s business account analytics. Using this information, I was able to gauge what type of content overall did well on the page for that month. This helped us in creating the best content for the account. In one quarter, our account increased in reach by 63,800 (513.31%), which had never been done prior.

CONTENT IDEATION AND DESIGN

My video project: "A Talk With Jewel Ham"

As a part of Women’s History Month, I wanted to highlight visual artist Jewel Ham (@whateverjewel) when it came to her experience in the art world and how she has navigated challenges within the field. As someone who had worked with her prior, I felt that her story and voice would be inspiring for other young artists. For this project, I was responsible for coordinating, producing, editing, and copywriting content.

Using Instagram’s business analytics to audit the account, I noticed that high-performing posts typically catered to a younger teenage audience in their formatting and presentation (for example, content showcasing young creatives or meme-style posts). With this in mind, I utilized trending editing styles to create a digestible and easy-to-watch video.

This project was the first-ever edited video interview for the @metteens account. Prior to this, similar content was made on the page with saved live videos, but the engagement was significantly lower due to length and audience attention span. This video project beat out viewership by roughly 4 times the average interview.

#TeensTakeTheMet Instagram Reels Campaign

"Teens Take The Met!" (TTTM) is an annual event hosted by The Met, in which youth are encouraged to attend a series of interactive art sessions, educational booths, and social lounges. We engaged 38 youth arts organizations for the 2022 TTTM event. As a part of the campaign, I developed a three-part Instagram Reels series to promote attendees. This aligned with my goal of diversifying content mediums and styles, as the account lacked consistent short-form edited content prior to this.

During the season, the TTTM Reels were the most successful videos on the entire account, yielding over 42,000 views. We also addressed one of the greater obstacles which were to gain traction and real attendees post-pandemic. As a result of the promotion, TTTM had over 2,600 youth attendees.

Accessible Infographics

My work also revolved around generating infographic-style posts for Instagram. Using The Met’s existing branding, I created the following posts, which highlighted the work of young creatives and artists who were making impactful work with their craft. While designing these posts, I found it important to consider how to format elements to be accessible and readable to our audience, regardless of demographic.

TAKEAWAYS

Leveraging human-centered design principles can solve a range of problems.

Working on the Instagram account and collaborating with other young creatives helped me grow in understanding diverse ways of thinking. At the same time, this enabled me to justify my choices when I was challenged, particularly when creating themes/topics to center our content on. I truly grew to learn the importance of creating content that would engage our audience (via new and fresh content styles) by applying a data-driven lens to our content strategy.

Moreover, I was able to further my design thinking, particularly when it came to the accessibility and readability of posts. From all steps of the content development process, such as brainstorming, content writing, and the design stage, I found it crucial to understand how my work would be perceived by our account’s audience. Overall, this experience helped me to grow in my understanding of how data and empathy can be used to create an engaging piece of work.