Designing social content that educates, builds trust and converts

Overview

Toci Wellness is a direct-to-consumer skincare and wellness brand focused on treating skin conditions from the inside out. I led the creation of social media content and paid ad visuals for Instagram and Meta, combining education, brand storytelling, and performance-driven design.

The goal was to build credibility in a regulated category while driving engagement and conversions through clear messaging, strong visual hierarchy, and consistent brand language.

My Role

I was responsible for the end-to-end design of social media assets, including:

• Static posts and carousels for Instagram

• High-converting image ads for Meta

• Visual systems for educational content (ingredients, routines, FAQs)

• Creative concepts aligned with performance goals

I worked closely with product and marketing to iterate on creatives based on engagement and ad performance, adapting formats, hooks, and layouts to maximise clarity and impact.

Approach & Results

The content strategy balanced premium aesthetics with direct-response principles, focusing on:

• Clear headlines and highly scannable layouts

• Ingredient-led education to build credibility and trust

• Lifestyle imagery combined with strong product clarity

• Consistent visual identity across organic and paid formats

Results & insights (last period):

• 📈 +258 net followers, showing steady organic growth despite a small account base

• 🧠 173.9K total views, indicating strong reach efficiency relative to audience size

• ✍️ 66 pieces of content published (≈15 posts/week), validating consistency as a growth driver

• 📊 2.2 posts/day sustained without visual or messaging fatigue

• 👀 Stable follower growth curve, with visible lifts aligned to higher posting frequency

• 🔁 Views decreased slightly while followers increased, signalling content quality > vanity metrics and better audience targeting