STARTING POINT

I live in a large city, one of the fastest growing metros in the US. However, mobility and micromobility lag behind other large cities. Having a personal investment in being able to roll and ride around the city, I created a TikTok account to promote micromobility, personal electric vehicles and the Complete Streets perspective in my metro area. The primary goal was to promote conversation and increase visibility of pedestrians (especially women) utilizing micromobility. The secondary goal was to understand the interests and goals of the account's audience, and which formats resonated most with them.

SERVICES

TikTok content planning, videography, photography, caption writing, hashtag strategy and video editing in CapCut (including primarily raw footage as well as templates, filters, animation and in-video illustration)

RESULTS

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See the TikTok account

The account grew in followers and started receiving comments and engagement from regional and global audiences. The highest views as of 1/2024 were 10.4k for a video showing my repair of a Segway electric scooter. This video incorporated variable speeds, music and time lapse.

The audience resonated with several formats, but a few rose to the top.

Aesthetic hands on repair with a "how I did it" approach

Timely local news informing how to access a new service

Inspiring story of personal achievement structured around a timely template

Content that did not perform as well: "how I chose it" product reviews, product design, route walkthrough

These insights will be used to develop additional content and build out content/format strategies, reaching more people with human-centered urban design and micromobility content.