The FADER: Social Media Director

Digital Storytelling & Strategy

At The FADER, I didn’t just direct social—I reimagined it. Built a voice that felt human. Timely. In tune with the culture. The result? 334.5% IG growth and 110K+ new followers who felt seen.

Company

The FADER

Services

Social Media Director, Creative Strategist, Talent Relations, Designer, Copywriter, Content Creator

Timeline

2021 - 2022

Industries

Music

Ask

Lead and elevate The FADER’s social media presence—bringing consistency, cultural fluency, and a distinct voice across all platforms, while staying true to the brand’s editorial roots.

Challenge

Create a distinctive and cohesive visual identity that reflects abovo’s mission of representing the next generation of female and non-binary photographers and directors while ensuring consistency across various platforms.

Challenge

The FADER needed to show up more consistently online, with a tone that reflected its authority in music and culture, but also felt personal and real to a Gen Z and millennial audience. Social content needed to engage deeply, not just broadcast.

Approach

Devised a strategy that paired emerging artists with the week’s most viral memes—creating swipe-worthy, culturally-tuned content that organically boosted engagement from double digits to thousands of likes.

Approach

In addition to tracking trends and creating viral, culture-driven memes, I collaborated with the lead designer to pilot new social layouts that boosted engagement.

One standout was the “quote/question” graphic—a prompt designed to spark conversation and build community in the comments. We also introduced refreshed layouts to better spotlight editorial content and honor The FADER’s roots as a music magazine.

Impact

The FADER’s socials became more consistent, resonant, and culturally relevant—resulting in stronger engagement, higher visibility, and major follower growth. During my time as Social Director, I grew The FADER’s Instagram audience by 334.5%, adding over 110,000 new followers and establishing a voice that artists, fans, and readers connected with in real time.

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