Social Media — Editorial Direction
blakINwite
Category
Social Media
Industry
Digital Magazine — Women Empowerment
Year
2021
Platforms
Instagram · Facebook · TikTok
The Problem
blakINwite is a digital magazine by Emoteyes with a mission to inspire change and empower women. The account suffered from weak reach, impressions, and engagement across its social media platforms — a powerful mission with no audience to hear it.
The Solution
I rebuilt the content strategy around a recognizable editorial voice — manifesto-style quote posts, awareness moments, and longform spotlights on trailblazing women — and opened a new TikTok channel to meet a younger audience where they already live.
The Numbers
Two months of strategy, six months of compounding.
Organic-only. No paid lift. The new editorial system did the work.
Instagram organic impressions
Instagram organic engagement
Facebook organic impressions
Twitter organic impressions
On the new TikTok channel, 16 videos compounded into around 700 video views in the first six months — a quiet but deliberate beachhead in a brand-new format.
Chapter 01 — Voice
Manifesto posts, built to be screenshotted.
A repeating quote format gave the feed an instantly recognisable voice — and gave followers something they could share to say what they couldn't quite say themselves.
"Love yourself first, because that's who you will be spending the rest of your life with."
"Be willing to be a beginner every single morning. The last page turned is a perfect excuse to write a whole new book."
"You free yourself when you stop trying to please everyone. You cannot be everything to everyone."
"The only thing you should fear is fear itself."
Chapter 02 — Awareness
Calendar moments, with something to say.
World days reframed around the magazine's mission — equal parts solidarity and quiet education.
Chapter 03 — Play
Posts that earned a reply, not just a like.
Open-ended prompts and community spotlights — built to pull followers into the comments and DMs.
Chapter 04 — Trailblazers
Women worth a longer caption.
The heart of the feed: longform spotlights on athletes, founders, scientists, royals, and astronauts who pushed past what was expected of them.
Chapter 05 — Money & Mindset
Wealth, written for women.
Educational carousels that translated financial advice and the world's richest women into something a follower could actually use.
Becoming a Millionaire
Five habits, one post.
- 01Start a business that you love.
- 02Generate multiple forms of income.
- 03Make regular investments.
- 04Spend less than you earn.
- 05Think bigger than your competitors.
Top 6 Female Billionaires — 2021
The women holding the purse.
- Françoise Bettencourt Meyers
- Alice Walton
- MacKenzie Scott
- Julia Koch
- Jacqueline Mars
- Susanne Klatten
From L'Oréal to Walmart to BMW — a carousel that mapped inherited and built fortunes, and quietly invited followers to imagine themselves on a future version of the list.
Coda
We applaud these women.
A closing montage for the women who overcame social challenges and showed superiority in their fields.
The Compass
blakINwite
A digital magazine by Emoteyes — built to inspire change and empower women, one post at a time.