Designing social content that educates, builds trust and converts
Overview
Toci Wellness is a direct-to-consumer skincare and wellness brand focused on treating skin conditions from the inside out. I led the creation of social media content and paid ad visuals for Instagram and Meta, combining education, brand storytelling, and performance-driven design.
The goal was to build credibility in a regulated category while driving engagement and conversions through clear messaging, strong visual hierarchy, and consistent brand language.
My Role
I was responsible for the end-to-end design of social media assets, including:
Static posts and carousels for Instagram
High-converting image ads for Meta
Visual systems for educational content (ingredients, routines, FAQs)
Creative concepts aligned with performance goals
I worked closely with product and marketing to iterate on creatives based on engagement and ad performance, adapting formats, hooks, and layouts to maximize clarity and impact.
Approach & Results
The content strategy balanced premium aesthetics with direct-response principles, focusing on:
Clear headlines and highly scannable layouts
Ingredient-led education to build credibility and trust
Lifestyle imagery combined with strong product clarity
Consistent visual identity across organic and paid formats
Results & insights (last period):
📈 +258 net followers, showing steady organic growth despite a small account base
🧠 173.9K total views, indicating strong reach efficiency relative to audience size
✍️ 66 pieces of content published (≈15 posts/week), validating consistency as a growth driver
📊 2.2 posts/day sustained without visual or messaging fatigue
👀 Stable follower growth curve, with visible lifts aligned to higher posting frequency
🔁 Views decreased slightly while followers increased, signaling content quality > vanity metrics and better audience targeting
