Following the product photography project, Soully needed short-form video content for Instagram and TikTok. The brief: stay true to the brand's clean, minimal aesthetic but make it feel native to fast-moving platforms where overly polished content gets scrolled past.
02 · Approach & Strategy
What was done?
8 videos produced across multiple formats (voiceover-led, mood-driven, etc.) each built around a specific visual or verbal hook. Rather than producing all 8 at once, videos were delivered in batches. Early performance was reviewed mid-production and those learnings directly shaped what came next.
1
Concept development
Video concepts co-developed: Soully's brand direction combined with platform-specific input on hooks, pacing and format for Reels and TikTok.
2
First batch, publish, observe
Initial videos published across both platforms. Two formats running in parallel: voiceover and mood. Performance tracked from day one.
3
One format stood out, production shifted
One approach outperformed clearly and sat outside the pattern of content Soully typically posts. Remaining production was redirected toward that format.
→ Note: Instead of producing 8 videos from a fixed brief and hoping they work, the production itself became a testing process, each batch informed the next.
03 · Results
What the numbers showed
0K
TikTok views (#1 standalone post)
0K
Instagram views (same video)
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Formats tested, 1 clear winner
→ Note: The standout video became Soully's best-performing solo post on both platforms. Every post that outperforms it involves a collaboration with another account which brings a built-in reach advantage. Among independently posted content, this video sits at the top.
04 · Insights
What worked and what it revealed
The video was subsequently used as a paid ad as well, proving that content produced for organic can pull double duty when the creative is strong enough.
The iterative approach made the difference. By reviewing performance mid-production, the second batch was already informed by real data.
