Project: Turning a Resource Hub Into a Media Network
Client: Startups.com
Industry: Entrepreneurship / Business Education
Services: Social Media Strategy, Content Production, Paid Advertising, Community Management
World-Class Insights, Limited Reach.
Startups is a premier resource for entrepreneurs, but the social media presence lagged behind the brand’s reputation. The profile lacked the visual authority of a major tech platform, feeling more like a personal blog than an industry leader. The core issue was visibility: high-value content was being published, but it wasn’t breaking through the feed.
The Core Problems:
Fragmented Brand Identity: The profile lacked cohesion. The feed was a mix of article-based cartoons, text, and unbranded photos. While the cartoons aligned with the blog, the overall lack of visual consistency diluted the brand’s authority.
Audience Stagnation: Despite consistent activity, growth had plateaued. The content strategy was failing to trigger algorithmic reach, leaving their best resources invisible to the target audience.
Unoptimized Video: Video assets were not engineered for retention. Clips were repurposed without specific social editing—lacking the clear hooks and pacing needed to stop the scroll.
Building a Professional Brand Identity.
The focus was on elevating the visual identity and building anticipation for the new app. The strategy pivoted from ad-hoc posting to a structured, professional content ecosystem.
The Approach:
High-Impact Video: Ad-hoc clips were replaced with high-performance shorts. Clear hooks and polished captions were implemented to maximize retention and keep the audience watching.
Community Engagement: LinkedIn was transformed into a conversation hub. Engaging text posts and active community management turned passive followers into a loyal community.
Balanced Messaging: The content mix promoted the service without feeling “salesy.” Educational value was blended with app updates to drive genuine user interest.
Direct Audience Connection: A LinkedIn Newsletter was launched to reach the audience directly. This bypassed the algorithm, allowing for deeper connection and education.
The strategy moved beyond single-platform management to build a complete media ecosystem. While LinkedIn established industry authority and Meta drove traffic, the YouTube strategy expanded into a multi-channel network (Main Brand + Podcast) to capture massive audience retention. In just 12 months, the brand achieved over 3.8m combined views, turning social media into a primary business driver.
Performance by Platform:
LinkedIn (The Authority Engine): The newsletter strategy was a breakout success, generating over 92k article views. By utilizing a hybrid paid/organic approach, the page delivered 3m impressions and acquired 6k+ new organic followers.
Meta (The Traffic Engine): The visual overhaul on Instagram drove a +256% surge in link clicks, sending over 2k users directly to the site. Simultaneously, Facebook generated 503k views, serving as a massive awareness broadcast.
YouTube Network (The Retention Engine): We managed a dual-channel strategy: the main Startups.com channel and the “Startup Therapy” podcast. Together, they generated over 96k views. Most importantly, the audience watched for a combined 7k hours—proving that the content held attention for the equivalent of 300 days of non-stop viewing.
A Year of Major Growth.
The last 12 months of this ongoing partnership marked a significant shift. The strategy moved beyond simple social posting to build a true media presence. With a refined visual identity and clearer content direction, Startups.com has established a voice the industry actually listens to. As the collaboration continues, the brand now operates on a strong foundation that doesn’t just drive views, but builds a loyal, engaged community.
