Active Culture
From August 2023 to June 2024, I took over as TikTok Manager for Active Culture following a hiatus in content. I revitalized the account by posting consistently every 2–3 days, blending trending sounds, creative skits, and high-quality food photography and video to engage Gen Z and Millennial audiences. Within five months, our content saw significant growth, surpassing likes and reestablishing the brand’s social presence.
When the previous TikTok manager left, Active Culture’s account went inactive, leaving a gap in digital visibility. In August 2023, I stepped into the role of TikTok Manager while continuing my restaurant duties, determined to bring the brand back online in an authentic and engaging way.
I developed a content plan built around consistency (posting every 2-3 days), relevance (leveraging trending sounds and formats), and creativity (capturing visually appealing food, drinks, and the vibrant restaurant atmosphere). I focused on storytelling that spoke to our Gen Z and Millennial audience through skits, behind-the-scenes moments, and healthy lifestyle messaging that reflected our mission as a community-driven natural foods café.
By staying true to Active Culture’s identity while embracing platform trends, I generated over 200K impressions and increased our following by more than 200%. The account not only re-engaged loyal regulars but also expanded brand awareness across Long Beach, Laguna Beach, San Clemente, Novato, Bend (Oregon), and throughout the West Coast. Our content even inspired new customers from outside the region to visit our locations after discovering us online.
This project strengthened my expertise in social media management, trend-spotting, and community engagement, and demonstrated how consistency and authenticity can transform a brand into a well-known presence both locally and beyond.