Situation
A global venture capital firm that invests in lifestyle consumer brands and technology companies engaged the Herta Team to develop its social media presence, strategically expand its digital footprint and strengthen its brand awareness online. The primary goal was to position its business as a leading voice in the venture capital space, leveraging digital platforms to reach potential new investors and investment opportunities.
Approach
The Herta team quickly launched a content plan focusing on “big news” from portfolio companies vs. evergreen content. The content focused on sharing impact and value-driven results such as employees at events, employee achievements and speaking engagements. This increased employee and company engagement and connections with the targeted audience by showcasing individuals behind-the-scenes of the company’s success.
Additional content strategies included:
Highlighting awareness days/months that were meaningful to the client such as education, systemic issues and achievements.
Interviewing employees to get the inside scoop on the business.
Promoting a highly successful summer intern social series featuring interns with quotes, photos and background information that were top performers month over month.
Collaborating with an American professional sports team and one of the company’s portfolio businesses on a partnership at its home stadium with their social channels.
Outcome
The client’s digital channels experienced meaningful audience growth and engagement.
Audience Growth
LinkedIn: The primary audience on LinkedIn was its network of investors, strategic partners, and employees. The platform served as a professional hub where thought leadership, industry insights and company updates reinforced credibility and strengthened relationships with key stakeholders. The audience grew by 46% in one year.
Instagram: This audience consisted largely of its portfolio companies and the broader entrepreneurial community. Content here highlighted brand stories, company culture, and innovation within their portfolio, building visibility and engagement among founders and investment businesses. In one year, the audience grew by 584%.
X (Twitter): The company’s X audience was composed of media outlets, industry analysts and potential investment opportunities. This channel offered a space to join timely conversations, share announcements and engage with emerging companies and market trends in real time. In one year, the audience grew by 46%.
Increased Engagement
Our most engaged content consistently highlighted the company’s founders as well as employees making an impact across the industry.
LinkedIn saw a 195% increase in engagements.
On Instagram, static and carousel posts drove the highest performance, while LinkedIn content featuring people – especially when employees were tagged – achieved the strongest engagement rates. Instagram saw a 54% increase in engagement.
On X, big announcements from partners and portfolio companies generated the most interaction, with branded static graphics performing best. X saw a 1,315% increase in engagement.