Social Media Content
Social Content Strategy & Execution — Addendum Hair
A case study in planning, creating, and publishing Instagram content for Addendum Hair, a hair extensions brand in San Diego. Over 2–3 months, I worked across concept development, content planning, editing, and publishing for reels, carousels, static posts, and stories. Toward the end of my time there, I also began initial content planning using a grid for Addendum Salon, the related salon brand.
Account Growth (Feb 4 – May 4, 2025)
During this period, the content I created helped grow the account's reach by 164% (see Image 1).
Image 1: Instagram Insights — Reach by content type, Feb 4–May 4, 2025
Most of that reach came from Stories, especially UGC reposts, as they made up 60% of views. My reels and static posts were aiming for something a little different: the goal was to make more educational and transformation content that would appeal not just to stylists, but to potential clients too.
Of the top 5 performing posts in this period, 4 were content I created and the other was a UGC story repost that led overall with 8.6K views. My best posts landed in the 1.2K–1.4K range (see Image 2). Profile visits (+6.1%) and external link taps (+18.9%) were up over the same period (see Image 3).
Image 2: Instagram Insights — Top content by views, Feb 4–May 4, 2025
Image 3: Instagram Insights — Profile activity, Feb 4–May 4, 2025
Instagram Feed Planning
Alongside individual posts, I planned and managed the overall Instagram grid structure for the account.
Grid Execution (3×4)
Role: Planner & 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.
Goal: Maintain a consistent brand look and voice while appealing to both stylists and potential clients.
Unpublished Reel Concepts
The following reels were developed and edited but not published. I've included them to show range in format and ideation, drawing on content patterns I'd seen perform well for other beauty and hair brands.
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.