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Tanbii: Social Media Revamp

My Role: 

Timeline:

Users:

Tools:

UX Researcher/ Graphic Designer

7 Weeks

Women Ages 19 - 30

Comparative Analysis; Data Analytics; Canva( Designs) 

Overview:

Tanbii is an app that tracks and rewards users for reducing their carbon footprint through blockchain and AI. It tokenizes carbon reduction activities into digital currencies, which users can redeem for discounts, products, or support environmental projects. 

The Challenge

Increase  Engagement

Likes; Follows; and viewer retention. 

Serious v.s Fun Content

Find a engaging mix between the two.

Focus on Trends

Look at popular social trends; Focus on # 

  • How might we make posts more noticeable and engaging to users?

  • How might we improve the engagement of the social post?

  • How can we redesign the posts to provide clearer and more accessible information?

  • How might we ensure their social media is interactive and easily understood by all users?

Approach:

I conducted a detailed analysis of Tanbii's competitors to strengthen the company's social media presence and boost app downloads. Following this, I provided suggestions for future content and improvements, incorporating feedback from my mentor. Using a combination of Comparative analysis and A/B testing.

Define

Ideation

User Testing

Research Question:

What types of content generated the highest user engagement for Tanbii's competitors, and how can Tanbii leverage these insights to improve its own social media engagement?

I looked into who were the biggest competitors to Tanbii to assess what content of theirs had the most engagement and what type of content that was. I then took that information and created an analysis report on what I found as well as my ideas for what Tanbii can do to improve their user engagement on their social media.

Research & Analysis

What I was looking for:

User Interests; Engagement Metrics; Content Impact; Audience Behavior; Trend Alignment;

Current Performance

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Tanbii.png

Competitor Performance

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Key Insights

  • TikTok Analysis:

    • Content is too serious, lacks hashtags, and could benefit from a more fun approach. Low engagement

  • Instagram Analysis:

    • Moderate engagement; Uses many hashtags but focuses heavily on information rather than personal connection; content could be more balanced and engaging.

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Tanbii Instagram

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Tanbii twitter

Useful Strategies

Hashtag Usage 

Specific Focus on Content

Use of Popular Trends

Key Differences

Tailored Content based on company Values.

High Number of Followers

Different type of Engagement based on platforms being used

Team Presentation 

“Increasing engagement” is one of the main priorities

I believe that by developing a data-driven social media strategy, informed by competitor analysis and user trends, we can significantly enhance user engagement, increase app downloads, and grow Tanbii’s online community.

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Screen Grab from my Presentation

Questions I needed to answer:

How might we create content that resonates with Tanbii's target audience to boost engagement and app downloads?

How might we leverage trending topics and competitor insights to develop more impactful social media campaigns?

How might we structure a content schedule that aligns with user activity patterns and optimizes engagement?

How might we integrate user feedback and analytics to continuously improve Tanbii's social media presence?

My Findings:

  • Visual Appeal: Visually appealing content, showcasing gameplay, updates, and interactive elements that capture the attention of their audience.

  • Informational and Entertainment Mix:  Strike a balance between serious environmental messages and humorous or meme-based content.

  • Engagement: Actively engage with their audience through interactive content, asking questions, and incorporating popular trends.​

  • Hashtag Usage: Utilizes hashtags to categorize and promote their content. Hashtags like #gaming, #environmentalist, and #Climate change or that relates to the environment and/or to limiting carbon emissions.

Content Creation & A/B Testing 

I was in charge of was doing A/B testing on the posts to see which ones had the most engagement and which ones had the lowest amount of engagement in order to see which type of posts/reels to put my focus on.

Static Post

Instagram Reel 

VS

I was tasked with creating three posts a day(this included both posts and reels) for Tanbii’s instagram. As requested by my team at Tanbii, I primarily used Canva to create content for their Instagram.

More Examples of posts

What I learned:

My internship at Tanbii was a transformative experience that significantly contributed to my professional growth. The cornerstone of my learning was the meticulous tracking of user engagement metrics, which empowered me to fine-tune content strategies based on audience resonance.


Navigating content creation, especially with tools like Canva, presented a formidable challenge due to my limited prior experience. In response, I proactively sought out tutorials to enhance my skills, overcoming this hurdle and gaining valuable insights. Another notable challenge arose from the weekly shifts in Tanbii's social media strategy, oscillating between gaming, sustainability, and interactive content. This dynamic environment demanded constant adaptation, teaching me the vital lesson of flexibility in content creation—a skill I recognized as crucial in preventing potential issues with future employers.


The internship unveiled valuable lessons in handling criticism and maintaining composure amid challenges. Constructive feedback from my mentors fueled continuous improvement throughout the internship. The ever-changing content requirements underscored the importance of adaptability in a professional setting. Unexpectedly, I acquired video editing skills through Canva and honed my graphic design abilities for social media posts, enriching my skill set.


Effective communication within the team, primarily facilitated through Discord, expanded my understanding of professional collaboration. Despite the brevity of the internship, it left an indelible mark on my professional journey. I emerged with enhanced skills, a deeper grasp of professional communication, and the resilience to navigate a fluid work environment. Importantly, my contributions to Tanbii's social media objectives were not only meaningful but also indicative of the strides made in my professional development.

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