Social enhancement

Project Overview

Social is a product of Echobox that automates social media posts for publishing companies using AI. It saves time and drives more engagement from audience.

Social worked well for publishers and saved a lot of their time managing social media. Now it was time to see if the product can be opened up to other sectors.

So I worked on researching if social was a good fit for other sectors. I also worked on improving the archive page and bringing in link in bio to the users instagram page which was a very requested feature.

Problem

Although the post was automated to Instagram, the users had to copy the same post again to their link bio pages.
The archive did not give enough statistics to help with reshares.

Goal

Build a link in bio solution for the users so their posts would be automated to Instagram as well as their link in bio.
Show detailed statistics in archive posts so it allows users to decide which post to reshare easily.
Learn about the pain points and needs of non-publishing audience sharing to social media and how they differ from the publishing audience.

Research

I did competitor analysis of all other link in bio providers to see what they are providing and what we can accommodate for mvp.
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I interviewed people from different sectors like marketing, advertising, retail, education etc. I analysed and put together some findings to see how similar or different they are from the exisiting product.

Competitor analysis

User flow

User Interviews

Design

I created a user flow to see how link in bio would fit in Social. I then designed to add link in bio to different parts of the existing product after discussion with developers of what would be feasible to build in the given amount of time. I improved the archive design to show more detailed analytics that would help the users in reshares.

View prototype for archive

Archive UI

Link in bio UI

Link in bio page UI

Findings

Similar to Social users and research findings from non-publishers in the retail industry, all participants create content on social media and handle all the creative work and some of the community management.
Instagram is the main channel being used by everyone. Most participants either use facebook or twitter or both. Almost all participants are using TikTok or are transitioning towards using it. They like the concept of how the videos go viral.
The most noticeable difference from Social users is the share frequency. Unlike social users there is no noticeable pattern in the participants number of shares in a week. They say it totally depends on the client and the business they do.
Most time in spend on revisions and back and forth.

Results

The link in bio feature saved time for users by avoiding them to post the same content again and reducing the churn rate.
The archive page gave the users more insight to help with reshares.
The non publisher research findings helped identify the work to be done in social to open up to the other sectors.

Social Enhancement