Social Media feeds across TikTok, Instagram, Facebook and YouTube
Top performing TikTok post
TikTok Analytics
As a Communications Intern, I managed and scheduled daily content across Instagram, Facebook, and TikTok, posting up to three times per day to highlight adoptable animals and support ongoing campaigns. I tracked platform analytics to evaluate engagement, optimize posting strategy, and adjust content based on performance trends. By analyzing reach, shares, saves, and audience behavior, I helped strengthen the organization’s digital presence and community engagement.
I learned the ins and outs of "later", a content scheduling platform. I built and managed a content calendar, posting up to three times per day across Instagram, Facebook, and TikTok. Content was organized around adoptable animals, ongoing campaigns, and community events. I tracked platform analytics weekly to identify what was resonating and where to adjust.
The videos I created and posted consistently generated strong engagement and directly contributed to increased visibility for adoptable dogs, many of which found their families after being featured. Some of the videos followed trends and popular sounds, like the one in the bottom right. Others were more informational, such as how to volunteer with BAS (Top right) and that BAS was at capacity for non-emergencies (bottom left). I also made individual feature videos on the longer-term dogs (top left) to send to local news outlets and post on social media.
In addition to content creation, I developed Spanish-language marketing materials that helped Burlington Animal Services better target a new audience, the Latinx community in Burlington, NC. I first researched neutral Spanish before writing anything, choosing a style that would be accessible across Latin American communities rather than specific to one regional dialect. I translated the marketing brochures myself, maintaining the voice and tone of the original English content rather than relying on direct translation. The goal was for a Spanish-speaking reader to experience the same warmth and clarity as an English-speaking one.
This role strengthened my ability to pair strategy with storytelling while creating measurable community impact.