@ericaknigh.t / 2024 - Present

Bilingual skincare and lifestyle channel

I built a bilingual skincare and lifestyle presence across TikTok and Instagram, combining creator-led storytelling with performance tracking and organic growth.

9:41 •••

Role

Creator, strategist, editor, and social media manager

video views
4.2M+
viewers reached
4.4M
organic FYP traffic
89.7%

The brief

Goal, shape, result.

Client goals

  • Grow a creator-led beauty and lifestyle channel with a clear point of view.
  • Turn skincare and lifestyle content into repeatable, data-informed formats.
  • Reach brands and audiences through organic TikTok and Instagram performance.

Key brief elements

  • Create bilingual short-form content for TikTok and Instagram.
  • Balance storytelling, product context, design, and platform-native editing.
  • Track what earns reach, retention, saves, and follower growth.

Approach and creative decisions

  • I used clear hooks, visual skincare demonstrations, and concise editing to keep content useful and easy to watch.
  • I reviewed post-level analytics to understand watch time, saves, shares, and follower conversion.
  • I kept the content personal enough to feel creator-led while still being structured enough for brand collaboration.

Before

I started with a creator channel that needed a consistent strategic direction.

After

I grew a bilingual skincare and lifestyle presence with 9.5K TikTok followers, 2.4K Instagram followers, and collaborations with 10+ global beauty brands.

Notes

One highlighted video reached 1.1M views, with the project screenshots showing 851+ hours of total play time. I use these insights to understand what people watch, save, and return to.

What I enjoyed

I enjoyed turning everyday skincare and lifestyle moments into content that felt personal, useful, and measurable.