Insider - Driving revenue with localised content strategy

Insider faced the challenge of modernising its content strategy to align with evolving audience preferences while boosting engagement and revenue across its multilingual platforms (ES, IT, PT, FR). The goal was to seamlessly integrate short-form content on platforms like YouTube and Facebook without cannibalising the performance of long-form content.

Over the course of 2023, I implemented a strategic approach that introduced short-form content, including YouTube Shorts and Facebook Reels, achieving a balanced content mix that resonated with diverse audiences. Short-form videos drove 48% of YouTube viewership, while Facebook Reels increased engagement by 151% and generated a 600% MoM revenue spike in October for the Spanish page alone. By optimizing content selection, conducting keyword research for localised markets, refining copywriting, and managing community interactions, I ensured maximum engagement. Coordinating a team of translators, video editors, and account managers, I streamlined workflows and maintained client satisfaction, delivering measurable growth in reach, engagement, and revenue.

My strategy drove significant growth, with YouTube viewership increasing by 83% YoY and watch time reaching 6.8 million hours, boosting revenue by 51%. On Facebook, engagement surged by 151%, generating a peak revenue of $77,846 in October. The Spanish-language channel also achieved 800K subscribers and 300M views, showcasing the success of a targeted, multilingual strategy.