UMiami Big Sisters: TikTok Growth Strategy

Co-created a TikTok campaign offering campus advice with a relatable, “big sister” tone. Produced the three top-performing videos, averaging 40K+ views each, and helped the project win best presentation in class. Strengthened storytelling, editing, and social analytics skills using CapCut and Sprout Social.

As part of a semester-long project in my Digital Media Metrics course, I worked on a team to launch and grow UMiami Big Sisters, a TikTok account designed to provide heartfelt advice, insider tips, and “big sister energy” for incoming students at the University of Miami. Our goal was to build a space that felt authentic, approachable, and informative—blending humor, storytelling, and real talk.

While the project was collaborative, I created the top three highest-performing videos on the account. My content consistently averaged over 40,000 views per video, driving strong engagement across shares, saves, and comments. At the end of the semester, our class voted UMiami Big Sisters as the strongest overall campaign and presentation.

Throughout the project, I became familiar with Sprout Social, TikTok analytics, CapCut, and short-form video editing, developing a strong understanding of how to use data insights to inform creative direction. I learned how to analyze performance metrics, identify trends, and pivot strategy in real time—all while maintaining a cohesive and relatable brand voice.

This experience strengthened my skills in content creation, social storytelling, and data-driven marketing, reminding me that impactful digital work sits at the intersection of creativity, strategy, and insight.