Social Media Content Writing for TedxAccra
Naomi Williams
Content Editor
Content Writer
Content Research
Microsoft Excel
Microsoft Word
My Role
Social Media Content Writer
The Project
TedxAccra, a leading organizer of independently hosted TEDx events in Ghana, sought engaging social media content to promote their upcoming conference and highlight historical figures of African descent during Black History Month. I collaborated with their Social Media Manager, Creative Director, and Design Team to craft 21 Instagram posts over four weeks. These posts aligned with TedxAccra's Pan-African ideals, emphasizing the diversity of the African diaspora and its contributions to innovation in technology, art, and economics.
Skills & Deliverables
Content Research: In-depth research on historical figures and event speakers.
Social Media Copywriting: Informative and captivating Instagram posts.
Pan-African Brand Alignment: Posts reflecting TedxAccra's commitment to highlighting the diaspora's global impact.
Collaborative Writing: Worked closely with the creative and marketing teams to refine messaging.
The Client
TedxAccra fosters thought-provoking discussions and celebrates innovation across the African continent and diaspora. Their mission is to unite diverse voices to create new paradigms for progress and inspiration. Their annual events bring together dynamic speakers from various fields to spark conversations about art, technology, culture, and more.
The Challenges
TedxAccra needed to create a meaningful connection with their audience while balancing the educational and promotional aspects of the posts. They wanted content that resonated with their Pan-African mission, showcasing the collective power of the diaspora's global contributions. Additionally, they sought to capture the audience's interest in the event speakers’ topics while reflecting the diverse and vibrant ethos of the TEDx brand.
The Insight
The heart of TedxAccra’s mission lies in its belief that the African diaspora's diverse perspectives are critical to global innovation. By crafting posts that tied historical achievements to contemporary conversations, we could create a bridge between the past and present, fostering curiosity and engagement about the conference. The posts needed to be both educational and inspiring, offering audiences a reason to tune in to the event.
Target Audience
Young Professionals and Students: Motivated by innovation, culture, and global perspectives.
Pan-African Thinkers and Advocates: Engaged in conversations about the diaspora's impact on global progress.
Event Enthusiasts: Followers of TEDx content and those seeking intellectual and cultural inspiration.
The Strategy
To meet TedxAccra’s objectives, I developed a targeted social media strategy that focused on:
Researching Themes and Figures:
Researched key historical figures across the African diaspora to ensure posts reflected a global Pan-African narrative.
Conducted in-depth research on event speakers to highlight their expertise and topics.
Collaborative Content Creation:
Drafted engaging, educational, and on-brand copy, balancing historical and promotional elements.
Coordinated with the Design Team to align visuals with the tone and focus of each post.
Worked closely with the Creative Director to ensure the messaging adhered to TedxAccra’s ideals and audience expectations.
Iterative Refinement:
Submitted weekly drafts for feedback from the Creative Director and Social Media Manager.
Incorporated team revisions to refine tone, accuracy, and clarity.
Delivered final versions in easily accessible batches via a shared Excel spreadsheet.
The Process
Initial Consultation:
Held a kickoff meeting with the Creative Director, Social Media Manager, and Design Team to understand the brand’s voice, project goals, and target audience.
Research and Ideation:
Explored themes of Pan-Africanism, historical impact, and the speakers’ topics to create a content framework.
Identified key figures and narratives that aligned with TedxAccra’s mission.
Drafting and Collaboration:
Drafted social media copy for weekly approval cycles.
Worked with the Design Team to ensure visuals complemented the messaging.
Revisions and Finalization:
Incorporated feedback and completed edits to meet the Creative Director’s vision.
Delivered polished, audience-ready posts via Excel, ensuring seamless team coordination.
The Outcome
The campaign successfully increased audience engagement by tying historical insights to modern-day innovation and highlighting the conference's speakers. Each post resonated with TedxAccra’s mission, sparking interest in the event while providing educational value. Collaborating with such a passionate team was an enriching experience, and the project reinforced the power of clear, purpose-driven content in creating meaningful connections.
Need captivating social media content that informs, inspires, and engages?
Whether you're an organization celebrating cultural history or promoting an event, I can help craft posts that align with your mission and resonate with your audience. Let’s connect!
