Ganessa
Pickens

Raffo Enterprise

Private sales and consulting firm in Shelton, CT. Social is the brand awareness and credibility layer — and the recruiting funnel.

• Where they started: Nothing. A new account — no audience, no content library, no posting history.
• What I built: Three content pillars — motivation, inspiration and recruiting — matched to what the business actually needed the account to do: attract talent, not just followers. Built out across Reels, feed posts and Stories, with highlights organized by theme.
• Result: 54,203 views and 10,986 accounts reached in roughly 90 days (Apr 29 – Jul 26), from a standing start. 863 net new followers and 1,262 interactions in the same window.
• The number I watch: 82% of views came from non-followers. For an account starting at zero, that's the metric that matters — it means the content is finding new people rather than recirculating among the ones already there.
• Top performer — a creator collab: 11,236 views and 4,068 accounts reached on a single Reel, at a 6.8% share rate and a 44.1% skip rate — share rate above benchmark, skip rate below it. 386 shares against 127 likes: people weren't just watching, they were sending it to someone.

• Live account @raffoenterprise
• Top Reel — Meet the CEO 11.2K views

Boss vs Boss — a leadership look-in

One shoot with the leadership team, rebuilt eight times. Same core message, different format, different ask, different register.

• The core idea: Two leaders, one team, different styles — who knows the team best? A question the audience can answer, which is what makes it travel.
• Vertical video — Reels, TikTok, Shorts: Same footage, three different hooks. TikTok opens on an on-screen question card because the scroll is faster there; Shorts leads with a "Leadership look-in" subtitle to set context for a colder audience; the Reel leans on the caption instead of overlay text.
• YouTube: Recut to 16:9 as a 1:32 long-form piece with a titled thumbnail — a different job entirely, built to be searched and sat through rather than scrolled past.
• X: Copy-first. The video is secondary to a two-line aphorism — "It's not about titles. It's about impact." — because on X the text is the post.
• Threads: Conversational and explicitly interactive: short lines, then "Drop your pick below." The whole platform rewards a direct ask.
• Pinterest: Static 2:3 with a "See the comparison" button — Pinterest is search-driven and evergreen, so it needs a standalone visual and a click target, not a feed moment.
• LinkedIn: Reframed around workplace culture and trust rather than fun. Same footage, professional register, same closing question.
• Result: Instagram won, but the more useful finding was inside Instagram. The same clip went out three times and returned 1.6M, 3.8M and 109K views — a 35x spread on identical footage. The asset wasn't the variable; the framing and the timing were. It's the clearest evidence I have that a piece isn't finished the first time it's posted.

• Instagram Reel @outlierscs
• TikTok cut @outlierscs

Employee, founder & team content

• The thesis: Right now, people are the trend. Audiences don't want the brand account talking at them — they want proximity to the humans behind it. The job is making an organization feel like people you'd actually know.
• Founder content: Founders are the highest-leverage asset a brand account has, and the numbers back it — the single best-performing piece I've made was a founder introduction. I build a consistent on-camera voice for each one, capture more than I script, and keep leadership visible rather than ceremonial.
• Employee-generated — the system: Everything routes through a shared Drive album that works both ways: the team drops footage in, and I stage mine there. At the start of each month a capture list goes out so people know what's needed before the month begins. Weekly, I send trend links for the following week. Anything I shoot myself gets scheduled, with subjects told a week in advance — nobody gets a camera pointed at them unannounced.
• Employee-generated — getting people comfortable: I film myself doing the thing first and send it as the example. Most people aren't afraid of the camera, they're afraid of not knowing what "good" looks like. Showing them removes the guesswork, and it means I'm asking them to do something I've already done myself.
• Team content: Recurring low-lift formats that surface personality instead of polish — who's-most-likely, birth-year reveals, ranking videos, guess-the-lyric, favorites. Cheap to produce, they scale across a roster, and they give an audience a reason to come back for a specific person.
• Result: These formats consistently outrun polished brand content. Across six client accounts the people-led pieces are the ones that break out — a team format at 25.1K views, a founder intro that drew 386 shares off 11,236 views, and a leadership bit that reached 3.8M on its strongest posting.