In this blog post, I’ll explore the evolution of my Digital Artefact (DA), which was introduced in my pitch as a project to manage and enhance the online presence of Fernwood Fitness Woonona through Instagram.
Initially focused on growing engagement and building community for the gym, the project later pivoted to my personal training account, @unmatched.fit, due to personal health challenges. I’ll discuss how strategic project development concepts guided the project, shaping my approach to content creation and adaptation in the face of setbacks.
For a detailed week-by-week breakdown, you can view my
DA Development Diary here.
(RECOMMENDED READ FOR FURTHER CONTEXT OF EVENTS & APPLICATION OF SUBJECT CONTENT )
of my DA across the last 8 weeks. It provides an in-depth analysis of key events and all relevant material to support this contextual report
Initial Strategy Development and Implementation (Weeks 1-3)
Digital Copy Template
Written Version of Physical Copy
PDF Scan of the Physical Copy
At the start of the project, I gained access to the Fernwood Fitness Instagram account and began developing a comprehensive social media strategy. This initial phase involved setting up the foundational structure and determining the strategic direction for the account.
Initial analytics provided baseline metrics for reach and engagement. The early data revealed that community-driven content performed better than promotional posts, sparking the need to balance promotional efforts with interactive posts. Audience engagement was higher when posts focused on entertainment rather than direct advertising.
I realised the importance of a structured approach to content creation and performance tracking to drive engagement. This highlighted the need to respond to audience behaviour and preferences.
I learned to balance different content types (trendy and promotional) and rely on data-driven decisions. To improve engagement, I adopted a strategy with posts categorised into Awareness (60%), Alignment (30%), and Action (10%). I then began posting 5 times a week, focusing on trend-based, engaging content.
This phase highlights the importance of Prototyping and Iteration in strategic project development. By experimenting with different content types and closely monitoring engagement, I continuously refined my approach using real-time feedback, in line with agile methodologies. Each post served as a prototype, and the performance metrics provided data that informed improvements. This also connects with the Adjacent Possible concept by Johnson, where small adjustments led to new opportunities for audience engagement. By categorising my content into Awareness, Alignment, and Action, I was able to adjust my strategy without losing focus on my overall goals. This iterative process helped me boost engagement while balancing both business and audience needs.
Leveraging Trends and Structured Content Creation (Weeks 4-5)
In Week 4, I had to temporarily hand over Instagram duties due to travel commitments. Upon my return, I analysed the posts made in my absence, which included a combination of reels, promotions, and trend-based content. Based on this analysis, I implemented a more structured content creation plan.
The trend-based reel generated one of the highest engagement rates the account had seen. The July Monthly Analytics Report also showed growth in followers, reach, and engagement. This feedback confirmed that trend-based, playful content resonated more with the audience than purely promotional material.
I learned the value of tapping into popular trends and staying agile in content creation. Structured pre-planning made tracking performance and adapting easier, while trend-based content proved essential for driving engagement. A consistent plan also reduced stress and improved results.
In response, I incorporated more trend-based content into the weekly schedule, planned posts ahead to avoid last-minute efforts, and focused on interactive, fun reels, which consistently performed best.
With this in mind, I decided to experiment with mixing promotional content and engaging posts, using humour and trends to maintain engagement while subtly promoting the gym.
This event aligns with the concept of Antifragility, as explained by Taleb. The unexpected shift in content creation provided valuable insights into trend-based content, showing how the project became stronger through unplanned challenges. It also illustrates Exaptation, where strategies initially designed for general content creation were adapted to boost engagement through more interactive content, reflecting Johnson’s ideas on how innovations can evolve and be repurposed for new uses.
Balancing Promotion with Engagement
(Weeks 6-7)
During Weeks 6 and 7, I experimented with mixing promotional content with engaging posts, while also considering a potential shift to managing my personal training account (@unmatched.fit) due to health issues and potential role changes.
Feedback revealed that playful content drove higher engagement and even led to a direct membership sign-up, highlighting the effectiveness of blending humour with promotion. However, engagement on @unmatched.fit was initially lower, reflecting the challenges of building a personal brand. I realised the importance of making promotional content feel natural, as playful posts resonated better than traditional ads. This highlighted the need for personalised content strategies for a smaller audience.
This phase highlights both Iteration and the exploration of the Adjacent Possible. I continuously refined my content strategy based on feedback, while also exploring new opportunities by shifting focus to my personal brand. Johnson’s concept of the adjacent possible emphasises gradual innovation, which I applied in transitioning from managing a larger business account to developing a personal brand.
Full DA Pivot to Personal Brand
(Week 8)
In Week 8, I stepped down from managing the Fernwood account and shifted my Digital Artefact (DA) to focus entirely on developing my personal brand, @unmatched.fit. I switched the account to a business profile to track performance and started considering strategies to gather user-generated content (UGC) to boost engagement.
Though initial engagement was lower than on the Fernwood page, I gained more control over the content, allowing for tailored strategies based on real-time feedback. I quickly learned the challenges of building a personal brand but saw the value in using UGC to build trust and connect with a local audience.
This pivot demonstrates Antifragility as described by Taleb. I adapted to challenges and shifted my focus, resulting in a more flexible and resilient project. By applying lessons from managing a larger account, I explored the Adjacent Possible (Johnson), uncovering new opportunities for growth and innovation in developing my personal brand.
In summary, shifting from managing the Fernwood Fitness Instagram to building my personal brand, @unmatched.fit, taught me valuable lessons in adaptability and growth. By applying concepts like Antifragility and Iteration, I turned setbacks into opportunities for evolution. Moving forward, I’ll focus on refining content strategies, using user-generated content to boost engagement, and growing my follower base while building trust with my local audience.
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