Like many others, I dove into fishkeeping during the pandemic and then took it a step further by joining FishyHub as a social media manager. What started as a passion project turned into an independent role to boost following count and become the number 1 fish marketplace in Singapore.
Along the way, I learned the art of content planning — and that work and passion don’t have to swim in separate tanks.
- Limited edition guide posters
- IG reels
- Hub, Hero and Hygiene Posts
(image credits to FishyHub)
Rather than relying on paid and high-fidelity social media posts, the strategy tapped onto the virality of IG Reels to reframe fishkeeping as more than an ‘uncle’ hobby, and appeal to the younger generation.
Tapping onto the hygiene-hub-hero pillars of content, the content calendar consists mainly of trending self-produced reels (hygiene) with a branded static/carousel post everk week (hub). This strategy boosts reach by allowing even non-fishkeepers to discover the brand thanks to trend we followed, and boosted the Instagram follower count by 40%.