I worked directly with the Pouts Cosmetics founder to build their brand on social media. A completely new luxury lip care brand that needed everything. My job? Take raw UGC footage and turn it into scroll-stopping content that would actually convert for their premium UK and France-made lip balms, plumps, and oils.

Pouts Cosmetics was brand new. Like, really new.

They had around 200 Instagram followers and zero brand consistency. But they had big dreams of positioning as high end, low price in the beauty space. Which is tough when everyone's doing that. 😅

The real challenge wasn't just growing followers. It was building actual brand reputation and awareness from scratch while driving traffic that converts.

I went all in on TikTok as primary, then repurposed everything to Instagram Reels and YouTube Shorts. The strategy was simple but effective. Show real people using these products.

I focused on showcasing the actual quality of the products and where they were made. UK and France manufacturing isn't something you hide, it's something you celebrate. 🇬🇧🇫🇷 People needed to see that these weren't just another dropshipped lip product.

The content pillars were pretty straightforward:

Real customers using the products

Quality and origin storytelling

Educational lip care content

And always a sparkle of british culture 🇬🇧

The brand started with 2 creators. I did research and outreach to find 2 more. Four total.

I wrote custom scripts for each creator to keep brand consistency. But I also had them create b-roll content that I could repurpose into multiple videos. Different text, different music, different vibe. One piece of raw footage became like 5 different videos.

And here's the thing. One creator's content just performed better. Consistently. So I leaned into that while still diversifying the content mix.

This was where the magic happened.

I took raw UGC footage and created variations. Lots of them. The repurposing strategy was key because it meant we could maintain consistent posting without constantly needing new raw content. Which is expensive and time consuming.

The numbers were pretty wild.

Instagram went from 200 followers to 20,000. That's 10,000% growth. 📊 TikTok videos were hitting 5K+ . Instagram content was reaching 3.5K+ views. YouTube generated 10K+ views.

But here's what actually mattered. We drove 1K e-commerce visitors in a single week. 💰

That's real traffic. Real potential customers.

The content was working. Traffic was coming. But conversions weren't where we wanted them.

I tested everything. Different messaging, different aesthetics, different posting schedules. The data kept telling me the same thing. People were clicking through but not buying.

And that's when it clicked. The problem wasn't the content. The content was doing its job perfectly. The problem was the e-commerce site itself.

People were ready to buy but the site wasn't optimized for conversions. So I recommended pausing new content production to focus on website optimization. Meanwhile, the repurposing strategy kept content going out and delivering results.

Working with a new brand means everything is changing. All the time.

The founder and I had to strategize constantly to find common ground on how the brand should look and feel online. But we got there. And once we established those guidelines, everything became smoother.

Building a brand from scratch is messier than working with established brands. But it's also more rewarding because you're creating something entirely new.

Authentic UGC builds trust faster than anything else. Especially for new brands.

The repurposing strategy proved that good content can work harder. One piece of raw footage became multiple high performing videos across different platforms. That's smart resource management.

But the biggest takeaway? Data tells you where the real problems are. The organic content was working perfectly. It was driving qualified traffic. The conversion issue was elsewhere entirely.

Sometimes great content strategy means knowing when to pause content creation and fix the real bottleneck.