This ongoing project focuses on creating authentic, platform-native organic content for Tellem AI, an AI-powered language learning app. The goal is to create daily TikTok and Instagram content that felt relatable, entertaining, and genuinely useful to language learners, while naturally driving app subscriptions through organic social.

Rather than relying on overly polished promotional content, the strategy focused on blending into users’ feeds in the most natural way possible, creating content that feels like something audiences would already engage with organically.

Tellem needed consistent short-form content that could attract and convert language learners through organic social, while standing out in a highly competitive educational app space.

Creating content that feels native to TikTok and Instagram rather than overly promotional

Keeping viewers engaged within the first few seconds

Turning organic content into subscription-driving creatives

Balancing educational value with entertainment and retention

Maintaining daily content output while keeping ideas fresh and platform-relevant

This is a fully ongoing, self-managed project where I lead both the creative strategy and content production process.

Creative strategy

Audience research and trend analysis

Hook ideation

Script writing

Filming

Editing

Voiceover creation

Platform optimisation for TikTok & Instagram

Daily content publishing

The creative strategy centres around creating content that feels indistinguishable from native TikTok and Instagram content, while subtly positioning Tellem as the solution.

Relatable language-learning experiences

Short-form storytelling

Trending content formats

Fast-paced editing and strong hooks

Educational entertainment

Leading with strong hooks designed to stop scroll quickly

Using platform-native editing styles to blend naturally into feeds

Structuring content around relatable frustrations and aspirations language learners already experience

Maintaining a high-volume posting strategy to maximise reach and learn quickly from audience behaviour

Prioritising retention and engagement over overly sales-heavy messaging

The pacing, scripting, and editing style are intentionally optimised for TikTok and Instagram, ensuring the content feels organic first and promotional second.

Daily content ideation and trend research

Hook and concept development

Script writing

Filming and editing

Publishing across TikTok and Instagram

Performance analysis and iteration

This is an ongoing daily content partnership focused on long-term organic growth and subscription generation.

Daily short-form TikTok content

Daily Instagram Reels content

Organic subscription-focused creatives

Fully edited vertical video assets

Platform-native exports optimised for retention and engagement

The content strategy is currently generating an average of 1-2 paid app subscriptions per day organically, with continued growth across both TikTok and Instagram. This case study highlights the ongoing strategy, consistency, and platform-native execution driving these results.

This project delivered consistent, audience-first organic content that positioned Tellem naturally within the language-learning space on TikTok and Instagram. By focusing on relatable, feed-native storytelling and daily platform-optimised content, the strategy has been able to steadily drive organic app subscriptions while continuing to grow audience engagement.