Tweeting for Twitter
In October 2015, Twitter launched native video, enabling users to post videos in tweets. The challenge? Twitter needed a solid social strategy for how to educate users about this new functionality, establish Twitter as the best platform to post real-time videos, and to become a community player in the existing world of internet video creators.

In response, I led the team that created a strategy and implemented (from scratch) the launch of the resulting handle dedicated to this objective — @TwitterVideo (now @XCreators). As the voice of @TwitterVideo for three and a half years, 365 days a year, I created an overarching content strategy, community managed the handle daily and grew a passionate, genuine, engaged community of followers.

In the first year managing @TwitterVideo, the community grew from 25K followers to over 645K followers while hitting all-time highs for daily content engagement and establishing the handle as the best platform to post real-time videos.

By January 2019, leveraging a strategic acquisition strategy, my team grew the @TwitterVideo community to over 16.6M followers.

The top video creators of our time—Tyler Oakley, Dan and Phil, Lilly Singh, Markiplier, Joey Graceffa and many more — followed the handle and regularly engaged with its content.