THE SOCIAL ADDICT PROJECT

FROM 0-1.2 MILLION FOLLOWERS AND 1 BILLION IMPRESSIONS

CLIENT:
Personal Project
Project Type:
Creative Strategy / Social Media Strategy
Project year:
2021-2025

The Challenge

I wanted to build a platform that could scale beyond a single viral hit — creating a system of repeatable content formats that educate, entertain, and connect through music culture.

Insight

People don’t just want to hear music — they want to understand where it came from.”

Objective

Build a platform that proves strategy + creativity can scale beyond one viral moment.

THE STRATEGY

There were clear levers when it came to scaling a brand on TikTok and Instagram. Repeatable formats that could be made by a one person team in under 30 minutes - enabling scalability. From there the strategy started.

Understanding the Algorithm

Scaling meant reverse-engineering TikTok & IG discovery. I studied watch time, save rates, and sound trends — designing content to ride the algorithm instead of fighting it.

Story-Telling as Framework

Virality wasn’t the goal — repeatability was. I created modular formats that could be produced in under 30 minutes, ensuring consistency and scalability

Repeatable Content Formats

Every post followed a story arc: hook → context → payoff. This turned quick videos into micro-stories, making music education feel cinematic and shareable

SAMPLE BREAKDOWNS

The foundation of Social Addict. This format was built through constant testing of algorithms, hooks, and storytelling, using songs already embedded in culture as the entry point. Each breakdown turned music into both education and entertainment, cementing Social Addict as a trusted cultural voice. The repeatable structure allowed me to scale content at volume while building real equity with every post.

RESULTS

1+ Billion
Impressions
1.2+ Million
Followers Gained
75+ Million
Likes Accumulated

OTHER PILLARS

154.3k Likes - 19.8k Saves - 12.5k Shares

MUSIC STORIES

Longer-form videos that built deeper emotional connection, driving my highest follower growth rate.
258.3k Likes - 13.3k Saves - 3.6k Shares

STREET INTERVIEW

Low-bandwidth content that let me batch 15–20 videos in a few hours, while driving culture-focused engagement on the streets of LA.
472.3k Likes - 61.7k Saves - 13.1k Shares

MUSIC FLIPS

Shifted Social Addict toward entertainment, using flips to showcase creativity beyond education and drive cultural resonance.

WHAT'S NEXT

SOCIAL ADDICT LIVE

The next evolution of Social Addict is bringing the energy offline. Social Addict Live takes the same storytelling and cultural resonance from the feed into real spaces — warehouse shows, rooftops, and pop-ups where community meets music.
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