Women in Games International (WIGI) is a nonprofit with a meaningful mission, to advance economic equality and diversity in the global games industry. But their social media presence wasn't  communicating that mission or engaging their audience. Across platforms, their content was largely repetitive with the same layout, and posts that focused almost entirely on promoting upcoming events or mentorship applications. Platforms like TikTok and Twitch had been completely abandoned, and their YouTube podcast had minimal visibility. Despite having 15,900 Twitter followers, engagement across all platforms was low, meaning they had an audience but weren't connecting with them. The content wasn't giving people a reason to stop scrolling. 

Content Audit & Social Media Analysis

Catergorized and coded 30 posts across Instagram, LinkedIn, Twitter, Facebook, YouTube, and Spotify analyzing each for their purpose, theme, media type, audience, engagement, and platform follower counts.

Data Analysis

Compared follower counts and average likes and comments across all platforms. Found that while Twitter had the highest follower count (15,900), LinkedIn generated the most engagement, averaging far more likes and comments per post. I identified that Instagram, Facebook, and Twitter were being used almost identically, missing the opportunity to tailor content to each platform's unique strengths.

Rhetorical & Brand Voice Analysis

Studied WIGI's existing tone and voice across posts, alongside their content on its website to understand its current brand voice and engagement strategy. Identified that WIGI's content read as informational rather than conversational, it told people about events without making them feel personally invited or invested. I created a content tone centered on being encouraging, career focused, and supportive, treating the audience like someone WIGI is actively rooting for and open to mentoring.

Timing & Hashtag Research

Researched the best posting times and hashtag strategy for WIGI's target audience of high school students, college students, and recent graduates. Tuesday through Thursday midday as the strongest posting windows and developed a branded hashtag set including #GamingCommunity, #WomenInGames, #GameChangers, and #PostCollegeSuccess.

Content Strategy & Revised Posts

Designed a new content strategy and mocked up revised social posts for Instagram, Twitter, and Facebook shifting the focus from event announcements to career forward, audience serving content like resume tips, interview prep, and portfolio advice. Recommended leveraging Instagram Reels for reach, reviving Twitch as a live event streaming platform, and using TikTok clips from events to reach a younger audience.

Data revealed a disconnect between where WIGI had followers (Twitter) and where they actually earned engagement (LinkedIn). pointing to an opportunity to bring LinkedIn's relationship forward content style to other platforms.

Identified that repetitive visual design across posts was causing audience fatigue, and recommended varying layouts and color usage to keep the feed fresh without abandoning current brand identity.

Proposed a content shift from "here's what we're doing" to "here's how we can help you", reframing WIGI's social presence as a career resource rather than an event board.

Revised post mockups across three platforms and a content strategy recommendation grounded in audience research, platform data, and brand voice analysis.