Hotjar
When I joined Hotjar, their social media strategy needed a fresh direction. I took the reins and focused on building something sustainable and engaging. In just one year, I grew their LinkedIn following by over 500%, with impressions increasing by 400% and engagement by 850%.
One standout piece I created reached 205k impressions, 82k video views, and 5k engagements, all organically. This success came from diving deep into their target audience, auditing the content, and rebuilding the strategy to focus on what resonated.
During my time at Hotjar, I worked with other members of the Brand Team to bring the company’s first live-action ad to life, covered Hotjar’s first-ever in-person event on social, and captured the company’s largest team meetup. Here’s a brief look at what I tackled:
Persona Mapping and Strategy Development
We developed detailed personas to bring our social media strategy to life, crafting fictional characters that aligned with our goals on each platform. These personas weren’t just surface-level demographics; they were fully fleshed-out individuals, complete with specific interests, behaviours, and challenges that mirrored our ideal audience.
Whether it was the community-driven users on Facebook, the fast-paced, real-time nature of Twitter, the visually inspired audience on Instagram, or the professional networkers on LinkedIn, each persona was designed to reflect the unique needs and preferences of the people we wanted to reach.
By bringing these personas to life, we ensured our content was always tailored to our specific objectives. These personas evolved as we did—shifting and growing alongside our marketing goals and the changing landscape of each platform—ensuring that the content we produced always had purpose and direction. They became the backbone of our social media strategy, guiding every decision we made to ensure we consistently reached the right audience and met our business goals.
Social Media Design
I was responsible for shaping the brand's social media presence through tone of voice refinement, strategic design feedback, audience targeting, and performance analytics. I led a cross-functional team to ensure that every piece of content resonated with our audience while maintaining brand consistency. By analysing audience behaviour and engagement metrics, we continuously optimised our social media strategy to drive growth and visibility. This role laid the foundation for an exciting collaboration with Berlin-based design studio, Studio Skulptur, where we worked together to take Hotjar's social media presence to the next level.
We crafted a dynamic and cohesive design language specifically tailored for our chosen platforms. This ensured alignment with Hotjar’s brand voice while resonating with our core audience. The result was a flexible, multi-channel branded content system adaptable across platforms like Instagram and LinkedIn, which not only expanded our reach but also significantly increased audience engagement and strengthened brand recognition. Through visually compelling and strategic content, we solidified Hotjar’s position as an industry leader across all social platforms, further enhancing our influence in the digital space.
Our approach was data-driven, using insights gathered from audience analytics and engagement metrics to inform each design and content decision. By continually refining our strategy based on performance data, we ensured that every post resonated with the right audience at the right time. This meticulous focus on audience targeting, combined with the creative vision from Studio Skulptur, allowed us to deliver content that not only captured attention but also fostered long-term engagement and loyalty. Ultimately, this collaboration and data-led approach contributed to Hotjar’s sustained growth across all social platforms.
Tone of Voice Refinement
One of my main responsibilities was refining our tone of voice for organic social media. Working alongside two skilled brand copywriters, we developed a tone that was approachable yet authoritative. To ensure we were connecting with the right audience, we used persona mapping to identify our target users and adapt our voice to what would resonate with them most. Every content decision was centred around the user, ensuring our tone was something they’d want to engage with—friendly, professional, and focused on delivering real value. This user-centric approach positioned Hotjar as a trusted, supportive resource across all of our platforms.
Event Coverage
At Hotsauce NYC, Hotjar’s first-ever in-person event open to the public, my focus was on celebrating our lively community and nurturing connections among attendees. Having been responsible for covering all online events and promotions, I approached this event with the same goal of capturing experiences that would organically encourage authentic content creation. We embraced the idea that the most engaging content stems from those who are genuinely enjoying themselves, rather than from individuals who feel compelled to join in.
