CliqueTV - Audience Growth & Content Optimization
Industry
Media & Entertainment
Client
Canal+ / CliqueTV
Project Duration
4 months
Objective
Social Media Strategy, Content Optimization, Audience Engagement
CliqueTV, a popular media brand under the Canal+ group, was looking to boost its digital presence, virality, and audience interaction across social platforms. Known for its cultural commentary and video-driven formats, CliqueTV needed a content and engagement strategy that could keep pace with evolving platform algorithms while maintaining brand integrity.
Objectives:
-
Elevate CliqueTV’s visibility and engagement across Facebook, Instagram, and YouTube.
-
Optimize content for virality, shares, and audience retention.
-
Maintain a consistent, culturally relevant voice across platforms.
-
Leverage platform-specific features to maximize reach (e.g., Reels, YouTube Shorts).
The Challenge
As an established media voice, CliqueTV faced the dual challenge of maintaining editorial integrity while competing with fast-paced, viral-first content from independent creators. The team needed to:
-
Increase virality without diluting brand messaging.
-
Optimize cross-platform performance with minimal production overhead.
-
Adapt to changing algorithms and evolving video trends.
-
Coordinate with TV production timelines while staying reactive to current events.
My Role: Leading Social Media Strategy & Content Optimization
As the project lead, I managed all digital content initiatives. overseeing content planning, testing strategies, audience targeting, and optimization. My core responsibilities included:
-
Creating a full content strategy roadmap tailored to platform-specific trends and audience behaviors.
-
Managing the end-to-end publication process across Facebook, Instagram, and YouTube.
-
Leading A/B testing of post formats, captions, thumbnails, and scheduling.
-
Coordinating closely with video editors and graphic designers to ensure visual consistency and shareability.
-
Monitoring performance metrics and refining strategy in real time.
Execution Highlights
Content Strategy & Planning
-
Developed a weekly content calendar synced with show schedules and trending topics.
-
Prioritized short-form, emotionally resonant clips tailored for mobile viewing.
-
Leveraged trending themes, social moments, and influencer crossover to boost shareability.
Cross-Platform Adaptation
-
Refined videos for optimal viewing on Facebook vs Instagram Reels vs YouTube Shorts.
-
Ensured that content tone aligned with each platform’s culture while remaining consistent with CliqueTV’s brand.
Optimization for Virality
-
Tested multiple video intro hooks to increase watch time and retention.
-
Designed high-impact thumbnails and captions optimized for scroll-stopping impact.
-
Curated strategic first-comments and hashtags to drive interaction.
-
Adapted publishing times based on historical audience activity patterns.
Performance Analysis & Continuous Improvement
-
Monitored KPIs weekly (engagement rate, reach, shares, retention).
-
Adjusted creative and copy based on insights, doubling down on high-performing formats.
-
Coordinated with internal Canal+ teams to align on long-term engagement goals.