WoodTurningz

Overview

WoodTurningz is a woodworking and pen-turning supplier serving hobbyists, artisans, and professional makers. As a Social Media Content Creator, my role expanded beyond managing social channels into broader digital marketing, content production, and brand support. Working closely with the Art Director, I created visual content and marketing assets across social media, email, web, and video to strengthen the brand’s overall digital presence.

Role

As part of the marketing team, I was responsible for developing and producing digital content that supported both day-to-day marketing and larger campaign initiatives. The specific roles included:

Social media content creation and management (Facebook, Instagram, X).

Product photography and visual content production.

Video production and editing, including campaign content.  

Email marketing design in Stripo.

Website content updates and product imagery. 

Collaboration with the Art Director on campaign assets and brand consistency.

The Challenge

WoodTurningz required a consistent flow of high-quality content to support ongoing marketing efforts across multiple platforms. The challenge was to create engaging visual assets that showcased products effectively while maintaining a cohesive brand identity across social media, email campaigns, website content, and promotional materials.

WoodTurningz had previously struggled to maintain a consistent posting schedule, which had caused their social media engagement numbers to be extremely low in comparison to their number of followers. They sought out someone who could help increase their engagement numbers and in turn drive more sales through high-quality, consistent content.

The Process and Tools

Social Media Content

I led the creation and publishing of content across Facebook, Instagram, and X, developing a consistent posting schedule and platform-specific approach to improve visibility and engagement.

Content included product photography, promotional posts, and visual storytelling designed to highlight the craftsmanship of WoodTurningz customers.

Performance and engagement were tracked using Hootsuite and Meta Business Suite analytics to evaluate content effectiveness and guide ongoing improvements.

Key Performance Highlights:

199,913 post impressions (+233%)

321 new followers across all platforms (+291%)

456 website link clicks (+365%)

2,792 reactions and likes (+207%)

5.54% average engagement rate, improcing from 5.18%

250,664 Facebook page views (+217%)

Platform Growth

The strongest growth occurred on Facebook, where a consistent posting schedule and original visual content substantially increased visibility and engagement.

Facebook

291 new followers (+278%)

250,664 page views (+217%)

10,150 page engagements (+208%)

10,663 total followers

Instagram

23 new followers (+229%)

32,344 post views (+189%)

16,253 profile views (+264%)

453 link clicks (+367%)

X (Twitter)

7 new followers (+450%)

3,722 post impressions (+247%)

282 engagements (+257%)

Entire Hootsuite Analytics Document

Digital Marketing and Campaign Assets

Beyond social media, I contributed to broader marketing initiatives by developing email campaigns, updating website content, and creating supporting digital assets. I worked in Stripo to design marketing emails aligned with ongoing promotions and brand messaging. I also updated product listings and imagery within the site admin to improve presentation across the website.

Example Emails

Product Photography

Below are some examples of product images I took during my time at WoodTurningz. This was one of the new product lines added, the Mesa pen kit in antique finishes.

Kickstarter Campaign Video

One of my key projects was producing a two-minute Kickstarter campaign video from concept through final edit. I handled filming, editing, and post-production, focusing on product storytelling and clear visual communication to support fundraising.

The video editing was done primarily through Adobe Premiere Pro, along with some additional graphics in Adobe After Effects and Adobe Illustrator.     

The Final Outcome

My work at WoodTurningz helped strengthen the brand's digital presence across multiple channels by creating a consistent flow of visual content and campaign assets. Through social media management, email marketing, product photography, video production, and analytics tracking, I contributed to a more structured and cohesive marketing system that improved brand visibility and content consistency across platforms.