Social Media Content

Instagram content concepts developed for Addendum Hair

A selection of social content created for Addendum Hair, a premium hair extensions brand in San Diego. I worked across concept development, content planning, editing, and publishing for reels, carousels, static posts, and stories.

Selected Reel Concepts

Below are a few examples of short-form reels created for different purposes, including educational content and service promotion.

Debunking 3 common hair extension myths

Concept
A reel breaking down three common misconceptions about hair extensions.

Approach
Focused on questions clients regularly ask and confusion I saw in similar salon content.

Role
Ideation, editing, visual design.

POV: It’s your birthday and your hair needs an upgrade

Concept
A POV-style reel showing a blowout as part of a birthday glow-up.

Approach
Used a relatable moment to position the salon visit as part of a personal treat or reset.

Role
Concept development, editing.

5 quick blowout tips for long, bouncy hair

Concept
A short tutorial sharing five styling tips for volume and shiny hair.

Approach
Clear, step-by-step format so viewers could pause, save, and come back to it later.

Role
Content planning, editing.

Instagram Feed Planning

Alongside individual posts, I planned and managed the overall Instagram feed structure across two brand channels.

Addendum Hair Grid Execution (3×4)

Role
Planner and Publisher

What I did
Created 25+ pieces of social content across reels, carousels, and static posts. Planned and published a consistent 3×4 grid combining educational content, product features, and before-and-after transformations.

Result
Published content contributed to a 164% increase in reach and a 10% increase in profile visits in three months.

Goal
Maintain a consistent brand look and voice while appealing to both stylists and potential clients.

Addendum Salon Concept Grid (3×4)

Role
Content Planner and Brand Curator

What I did
Created a 3×4 grid for the salon channel, including promotions, service and product highlights. Defined the visual structure and content calendar so the team could execute consistently.

Status
Strategy and visual plan completed and handed off for execution.

Goal
Give the salon account a clear visual direction and a repeatable content structure for future posts.

Web Design

Alongside social content, I’ve explored web and interface design as a way to strengthen my understanding of layout, hierarchy, and user experience.

01. Healthy Habits Website

See full site | PW: annapotapenko

Created during a Squarespace Design course, this site merges wellness and user centered design. I built a clean, calming interface to guide users through routines for fitness, nutrition, and mindfulness, reflecting both my creative direction and personal values.

Role: Designer + content curator
Tools: Squarespace
Focus: UX, visual storytelling, clean interface

02. Zara, Recreated