Social Media Strategy for Wander & Connect

Platform: Instagram Project Duration: April – May 2025 (Ongoing)

Wander & Connect (W&C) is a community-first travel movement founded in New York City, created to preserve and elevate the stories of Black travelers through connection and culture. Through curated meetups, pop-ups, and storytelling spaces, W&C helps solo explorers and culture lovers find a like-minded community.

In preparation for a fresh relaunch, the founder was seeking a partner to help translate W&C’s mission into an intentional social media presence that could grow with its audience.

The goals were clear:

Define a content strategy aligned with the brand’s values

Create content that feels empowering, informative, and community-rooted

Manage posting consistently while tracking early performance

Collaborate closely to maintain the brand’s distinct voice

1. Strategic Foundation

Performed a full channel audit to guide platform focus and content formats.

2. Content Strategy Development

Developed key content pillars to guide storytelling, education, and connection.

Outlined post categories including: Reels, carousels, community prompts, memes, and WanderWednesday stories.

Clarified brand tone: empowering, culturally relevant, welcoming, and playful.

Built a clear content roadmap with aligned themes and timelines.

3. Creative + Workflow Setup

Used Rella to streamline planning, approvals, and scheduling.

Designed branded assets via Canva.

Edited Reels using CapCut, prioritizing relatable, human-first storytelling.

4. Content Launch

First post launched May 7, 2025

Posted 14x times over the course of the first 22 days

Balanced formats across Reels, carousels, and static posts to test engagement

In this early phase, the focus was on visibility, connection, and brand clarity—not just follower growth. Within the first 22 days:

📈 4.1k+ content views

👀 2.2k accounts reached

🔗 8 link clicks

💬 85 interactions

👥 Modest, intentional follower growth (+6) Focus: clarity, consistency, and connection over virality

This traction reflects the start of intentional brand building and community awareness.

With the foundation now live, we’re shifting focus to:

Engagement-driven tactics to increase visibility and build community (e.g., outreach, commenting, etc)

Expanding Reels reach with trend integration and cross-posting

Testing community-led storytelling prompts and shareable content

Building a brand with purpose starts long before going viral. By establishing clarity, consistency, and connection from day one, Wander & Connect is now positioned to grow with intention—and with a story worth following.