Mural Social
In 2024, I collaborated with Mural's Director of Content to establish and lead a specialized video team for social media. This tiger team (video editor, designer, and writer) focused on creating social-first video franchises that balanced Mural's leadership messaging with audience engagement. We emphasized authenticity through lighthearted humor and genuinely useful content to elevate our social media presence.
Customer Icebreakers
My team drove a customer-centric social media series, delving into our users' Mural experiences. We showcased their favorite Mural Icebreakers and highlighted innovative ways they integrate the platform into their workflows, offering authentic insights into real-world applications.
Are you Jargoning Right?
We leveraged our flowchart feature to deliver SEO-optimized content with a deliberately unpolished, approachable visual style. This natural aesthetic distinguishes the series from our product marketing videos, making it feel playful and genuine to encourage longer watch times across social platforms.
Product tips
For social media product tips, we crafted a distinct visual approach that diverges from our flagship marketing videos. We embraced pop culture humor and social-optimized visuals with an authentic, unpolished feel. This avoided the over-produced, heavily branded look while enhancing relatability and appeal across platforms.
Experimental franchises
We can't be all work and no play, that's just not Mural! Social media resonates most when it's authentic, relatable, or taps into current trends. We experimented with several 'shots in the dark' to gauge audience interest and identify what could become series-worthy content. These explorations helped us test the waters and fine-tune how we engage our community.
mural_app and it’s only Tuesday 🥴 why are YOU working late?
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mural_app Is your team following along? Use the laser pointer at the next status meeting with your cats...I mean, colleagues 😼