Kessie Leung

1. Project Background

Objective

In late April, I started a new Instagram account (@seethis_youfunny) that targets Chinese-speaking comedy fans and comedians. I sought data-driven insights to drive better account engagement and the impact of my personal brand.

This project consists of four parts: Sought data-driven insights to optimise engagement and personal branding for a new comedy-focused Instagram account (@seethis_youfunny) targeting Sinophone (Chinese-speaking) comedy fans and comedians.

Project Workflow

1. Automated Data Collection (Python, Instagram API)
   • Daily account metrics (follower growth, post engagement) are extracted via cron-scheduled scripts.
   • Scope: Starting at 18 followers in late May 2025.
2. Data Cleaning and Exploration (Python－ Pandas, NumPy) [code]
   • Addressed missing data via linear interpolation.
   • Standardised timezones (HKT) and created derived fields (e.g., daily_net_followers).
   • Entity Relationship Diagram of the cleaned dataset:
     
3. Visualisation & Dashboard Building (Tableau) [dashboard]
   • Tracked growth trends, content performance, and metric spikes (reach, engagement).
   • Identified high-impact content types.
4. Content Strategy Formulation
   • Developed a 3-month data-driven content strategy (mid-Jun to Sep 2025) to optimise content creation.

2. Executive Summary (Updated: 15 Jun 2025)

Account Growth (18 → 169 Followers)

• Follower spikes correlate directly with viral Reels, e.g., my 12th content drove +57 net followers.
• Reach surges mostly occurred on the day or a day after high-performing content.

Content Performance (16 Posts － 12 Carousels, 4 Reels)

• Reels outperform carousel posts regarding reach and engagement (likes, shares, saves). 4 out of 5 top content being Reels, and only the monthly event calendar carousel post cracked the top 5.
• Low comment rates across all content types.

3. Proposed Hypotheses

4. Content Strategies (Mid-Jun to Mid-Sep 2025)

Immediate Actions (Jun 2025)

• Revamp Carousel Post
  • Reduce text by 50%.
  • Use visually compelling covers.
• Build connections with my followers using a VTuber avatar
  • Build a stick figure VTuber model with GIMP and Live2D.
  • Create debut Reels to launch my model.
  • Include image stills of the avatar in my content.
• Establish credibility in comedy by posting original jokes
  • Create a secondary account with the same branding as my main account, except it is about making funny memes.
  • Feature my avatar as the main character of the memes.

Long-Term Strategy (Jul to Sep 2025)

• Content Tests
  • Reels: Talking-head videos answering comedy questions using the VTuber model, similar to Pikat’s and Rin Penrose’s YouTube Shorts styles.
  • Carousel Posts: Informative content that incentivises saves and shares, such as comedy troupe spotlights and open mic guides.

5. Caveats and Assumptions

• Incomplete Data: Missing data from the launch period (28 April to 24 May 2025). Also, the Instagram API fails to collect separate data regarding each Instagram Story.
• Varied Data Collection Time: Crontab fails occasionally, so I sometimes run the Python code manually after the scheduled time.