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Social media management · Consulting

NRW.

Finding the words before finding the content.

Client
Antoine Sillard
Role
Editorial consulting
Channels
Instagram & LinkedIn
Status
Just launched

ummni. supports NRW, Antoine Sillard's technical projects (a mobile app, a gaming platform, open-source tools), with editorial consulting on Instagram and LinkedIn: tone of voice, content consistency and ideation, with four posts including two reels at launch.

The problem

Content that exists, but no line to guide it.

Antoine builds solid technical projects: a mobile app, a gaming platform, open-source tools. He knows how to produce content, but not necessarily how to speak to his audience: which tone to take, which words to choose, which codes to follow on Instagram and on LinkedIn.

The project is only just starting. The challenge is not volume yet, it is setting the right habits from the very first posts.

The strategy

Positioning

The eye,
not the camera.

I make sure of consistency: tone, information and colours, from one piece of content to the next.

4 posts including 2 reels

The project has just started. Rather than aiming for volume straight away, each post is used to test a tone, a hook, a format, and to adjust before scaling up.

The scope

An outside eye, not a hand on the camera.

  • Consistency

    Editorial consulting

    One thread, everywhere

    • Tone, information, colours, from one post to the next
    • Word choice, tone of voice
    • Feedback on every post

  • Ideas

    Ideation

    Suggesting, not producing

    • Topic and format suggestions
    • Content trend watch
    • What works, what does not

  • LinkedIn

    Transformation

    Changing the way he expresses himself

    • Dedicated LinkedIn support
    • Replying to messages
    • Presence in an emerging community

Where the project stands

A young project, on purpose.

Four posts so far, including two reels. The choice was to start slowly: four posts that set the right tone are worth more than twenty heading in every direction.

What I take from it

Advising without executing calls for a different kind of rigour.

Not creating the content myself forces me to be more precise in my feedback: saying exactly what is wrong, why, and what to do instead, without being able to simply fix the file myself.