STRATEGIC SOCIAL MEDIA GROWTH
During my time at The Ellen DeGeneres Show, I contributed to the social strategy, focusing specifically on TikTok and Facebook channels. On TikTok, I produced, filmed, and edited original, native content that resonated with the platform's audience. By leveraging trending sounds, utilizing tools like stitching, and creating unfiltered, entertaining content, I cultivated a loyal following.
For Facebook, I managed a channel that generated $500K monthly through strategically placed pre-roll and mid-roll ads. I grew the channel from 2M to 5M followers (a growth of 150% increase over 8 months) by consistently delivering engaging, platform-specific content. Below are some examples of my work.
For this video, I leveraged Sarah Paulson's frequent appearances on the show to create a trend-driven moment. I had her lip-sync to a popular audio clip about being "dramatic," seamlessly tying it to her iconic on-show moments of getting scared, creating a cohesive and entertaining connection for the audience.
While most days at The Ellen Show were focused on strategic channel management, we occasionally jumped on trends that made sense. Participating in global phenomena allowed us to connect with our audience on a relatable level, showing that we were just like them. These trend-driven videos also offered a behind-the-scenes glimpse, fostering a stronger connection with our viewers. In hindsight, this approach—now a cornerstone strategy for many brands in 2025—was ahead of its time.
With humor as one of our core business pillars, I ensured this element remained consistent throughout our content strategy. As a strategist, I didn’t just publish humorous segments—I carefully clipped and re-edited moments to align seamlessly with the unique demands of each native platform.
A robust and organized content library holds incredible power. One of my key responsibilities was maintaining a well-structured log of all digital content. This system allowed me to efficiently track and identify recurring moments, enabling me to create fan-favorite montages like the “Scare Montage” that resonated deeply with our audience.
Did I mention that I also supported our editorial and digital producers? At Ellen Digital, the social team had the unique opportunity to pitch topics that were often integrated into our digital series. Let’s face it—social managers have their finger on the pulse of what the world is talking about (or wants to talk about) through social listening. This insight allowed us to create even stronger, more relevant digital content.
Platform features exist for a reason—they’re designed to enhance and boost content performance. By stitching the original viral video to the show segment, we gave the content a second life, organically extending its reach. The key to our channel’s success was ensuring it didn’t feel like traditional TV but rather like discovering another great piece of content while casually scrolling.
