Social Media & Content

Content I planned, captured, edited, published and measured

I planned and produced social content across Instagram, Facebook and LinkedIn for Halo. My work combined content planning and copywriting with selected photography and filming, image and video editing, partner coordination, publishing and performance reporting.

Across March-August 2025, Instagram and Facebook reporting recorded 53,435 platform-reported views, 16,711 summed monthly reach, 312 follows and 634 content interactions. A separate analysis of 64 Facebook posts recorded 1,092 total clicks.

53,435
Instagram + Facebook views
Platform-reported; Mar-Aug 2025
16,711
Summed monthly reach
Not a deduplicated audience
312
Follows
Recorded during reporting window
1,092
Total clicks
Separate 64-post Facebook analysis

How to read the data: the monthly account reports and the post-level Facebook export overlap in time and answer different questions. Their totals are kept separate and are not added together.

I managed content across accounts with an approximately 4.9K combined follower base at preserved snapshots. This is account-scale context, not a claim that I personally gained the full audience or that every count was captured on one date.

Social Content & Channel Management

Turning varied operational activity into consistent social content

Challenge

Halo worked across live events, equipment hire, venues, partnerships, recruitment and commercial campaigns. The challenge was to turn that varied operational activity into a consistent social presence, even when finished campaign assets were not always available.

Approach

I developed content around recognisable projects, useful products and current business priorities. The content mix included venue and client showcases, product launches, partnerships, recruitment, sales activity, community stories and behind-the-scenes work.

View my contribution
  • Planned content themes and campaign posts.
  • Wrote and adapted captions for different platforms and audiences.
  • Captured photographs and video for selected events and locations.
  • Edited selected reels, short-form video, photographs and mixed-source assets.
  • Created crops, graphics, carousels and platform-ready formats.
  • Requested and coordinated approved client, supplier, venue and partner material.
  • Checked facts, credits, tags, collaborator requirements and approvals before publishing.
  • Published directly and through Buffer-supported workflows.
  • Reported views, reach, follows, interactions, clicks and non-follower exposure.

Team and collaboration

I worked with Halo's Managing Director, sales, production and project teams, as well as venue, supplier, client, charity, festival and partner marketing contacts. My role was often to translate technical or operational activity into accurate public-facing content.

Production workflow

From brief to reporting

1

Brief

Confirm the objective, audience, event or product, partner requirements and next action.

2

Capture or gather

Photograph or film where directly involved, or obtain approved internal and partner material.

3

Edit

Create reels, crops, graphics, carousels and platform-specific versions.

4

Approve

Check technical details, wording, permissions, credits and collaborator requirements.

5

Publish

Post or schedule the content using the appropriate channel workflow.

6

Report

Review visibility, distribution, action, interaction and non-follower exposure.

Performance & interpretation

Visibility, distribution and action measured separately

Instagram recorded 31,939 views across March-August 2025 and peaked at 7,605 in July. Facebook recorded 21,496 views and peaked in May at 8,463 views and 4,357 reach.

Monthly Instagram and Facebook views

InstagramFacebook
Mar
Apr
May
Jun
Jul
Aug

The channels did not peak at the same time, and the strongest month depended on the metric. That reinforced the need to assess views, reach, follows and interactions separately rather than relying on one overall engagement number.

Separate Facebook post analysis

A separate Facebook export contained 65 raw rows. After removing one exact cross-period boundary duplicate, the cleaned dataset contained 64 unique post rows, 12,657 summed post reach, 1,092 total clicks and 296 reactions, comments and shares.

64unique post rows
12,657summed post reach
1,092total clicks
296reactions, comments and shares

This analysis answered a different question from the monthly reports: which individual posts generated action, and whether that action came from link, photo or other clicks.

12,657 is summed post-row reach, not a deduplicated audience. The 1,092 figure is total clicks, not 1,092 unique people or website visits.

Monthly report source

Account-level Instagram and Facebook reporting, March-August 2025.

Post-analysis source

Cleaned 64-row Facebook post dataset, kept separate from monthly totals.

Social Performance Dashboard

Explore the reporting in more detail

The supplied controlled dashboard keeps monthly reporting and post-level analysis distinct, while providing views of top posts, collaboration, audience context, definitions and sources.

Interactive dashboard preview becomes available in site preview.

Monthly performance

  • Instagram: 31,939 views
  • Facebook: 21,496 views
  • Different peak months by channel

Top post action

  • Largest Ex-Hire Sale: 127 clicks
  • Big Summer Ex-Hire: 80 clicks
  • Happy Holidays: 64 clicks

Partner-period exposure

  • 3.3K / 5.5K / 6.7K views
  • 55% / 36% / 71% non-follower share
  • Monthly aggregate figures

Ex-Hire mini-case

Turning sale activity into measurable action

Halo's Ex-Hire activity required repeated commercial visibility and clear routes to available equipment and the sales team. I supported the campaign with sale-led copy, visual assets, social publishing, wider channel coordination and distribution into relevant equipment and events-industry groups.

The documented workflow includes 49 Facebook groups joined. This proves distribution breadth and operational repurposing of the campaign asset, but it does not provide group-level reach, enquiry or sales outcomes.

The later post demonstrated why click-type analysis matters. Its 127 total clicks included 36 link clicks, alongside photo and other clicks. The result supports a claim of measurable action inside Facebook; it does not prove completed sales or enquiries.

Big Summer Ex-Hire | Aug 2024

A Facebook post supporting the summer sale.

386 reach80 total clicks7 link clicks

Largest Ex-Hire Sale | Jun 2025

A later sale post with a clearer action breakdown.

349 reach127 total clicks36 link clicks

Distribution workflow

Evidence of repurposed sale activity across relevant equipment and events-industry groups.

Collaborative content & partner distribution

Reaching beyond the existing follower base

Partner distribution helped selected content appear beyond Halo's existing following. During a collaboration-heavy period, monthly Instagram reporting recorded 3.3K, 5.5K and 6.7K reels-and-post views, with non-follower shares of 55%, 36% and 71%.

These are monthly aggregate figures shown alongside several collaborator names. They are not three single-post results and are not assigned to one named collaborator each.

3.3K55% non-follower
5.5K36% non-follower
6.7K71% non-follower

ROBE collaboration

The strongest fully identified example is the ROBE collaboration. The Instagram post recorded 68 likes, six comments and one share/send. Related Facebook content recorded 213 reach and 17 total clicks.

My direct contribution was Halo-side content adaptation, wording, coordination, publishing and reporting. Partner amplification and supplied assets remain credited.

What the result showed

The evidence supports continuing relevant partner distribution where the audience, project and credit arrangement are clear. It shows an association with wider exposure, not proof that collaboration alone caused the result.

Venue, activation & client showcase

Making live-production work tangible

A recurring part of the programme used recognisable venues and live-production environments to make Halo's work tangible.

Diet Coke | 180 House

Rooftop production content showing a practical event solution.

537 reach64 clicks28 reactions/comments/shares

Abbey Road Music Photography Awards

Prestige venue and event content with named credits.

402 reach39 clicks

Ray-Ban x Homebass

Compact brand-activation example.

341 reach12 clicks

Serpentine Pavilion | Park Nights

Culture and venue content.

171 reach7 clicks6 reactions/comments/shares

Go Africa Festival

First-hand community storytelling: I attended, photographed the event and wrote the related Halo article.

408-word published article

Audience, planning & benchmarking

Using audience evidence to inform planning

I documented follower snapshots, audience demographics and active-time panels to support persona and publishing-time planning. A same-period January 2025 snapshot showed 2,184 Instagram followers, 2,043 Facebook followers and 525 LinkedIn followers.

2,184Instagram followers
2,043Facebook followers
525LinkedIn followers

LinkedIn evidence is kept separate from Meta. The preserved January panel also recorded 489 impressions, 12 reactions, one comment, one repost and 12 new followers in the preceding 30 days. These figures provide audience context rather than a comparable six-month channel trend.

489impressions
12reactions
1comment
1repost
12new followers

Competitor reporting

I produced a ten-organisation social benchmark covering follower scale, follower growth, engagement and publishing volume. The comparison helped place Halo's activity in context against larger competitors and identify gaps in scale, cadence and engagement. It is not presented as proof that Halo outperformed the wider market.

Follower scaleFollower growthEngagementPublishing volume

Selected content

A broader view of the content programme

Attitude Is Everything

Partnership and accessibility-focused communication linked to Halo's event involvement. Facebook evidence recorded 62 reach and 18 clicks.

Recruitment and careers

Content supporting named technical roles and multi-role careers activity through graphics, social copy and direct application routes.

Product and supplier content

Posts supporting ROBE, Astera, Chauvet, Magic FX and other equipment updates.

Community distribution

Repurposed Ex-Hire messaging across specialist equipment, event and production groups.

What I learned

Match the measure to the purpose of the content

No single metric explains social performance. Views showed visibility; reach indicated distribution; non-follower share showed expansion beyond the existing audience; and post clicks revealed action. The most useful reporting kept those measures separate and matched them to the objective of the content.

Review Instagram and Facebook independently because their strongest periods and behaviours differed.
Separate link clicks from photo and other clicks when evaluating commercial content.
Use collaborative publishing when the partner and audience are genuinely relevant.
Keep permissions, credits and asset origin visible in mixed-source content.
Give every post a clear objective, accurate context and measurable next step.
Describe reporting as informing and helping prioritise later activity, not as proof of direct causation.