Social & Paid media creative
Creative assets for Skillable paid and organic LinkedIn channels
Mission
Consistently represent Skillable brand through paid and organic creative to drive MQL conversions, expand social reach, and increase engagement.
Persona-targeted LinkedIn Creative
Skillable's organic social media strategy involves educating and informing our audience, with one tactic being persona-targeted infographics. These posts engage our buyer personas through specific messaging and visuals. I approach the creative by presenting information in different layouts while keeping branding consistent across all images. This social series has been particularly successful for Skillable, as follower count continually rises as this campaign runs. There has been a noticeable uptick in job titles that we target following our account, reaching up to 16% follower growth in the software audience. Purposeful design and messaging also contributed to a 6% average follower engagement in 2025, 61% above the technology industry benchmark, proving that the design and messaging resonated with our intended audiences. ​​
Social series targeting three of Skillable's buyer personas
Demand-generation Ad Creative
A key element of Skillable's demand strategy includes paid LinkedIn ads. As the brand designer, it is my responsibility to bring strategy to life through intentional ad creative. I approach paid creative with a different style than organic. Rather than educate our audience, the paid goal is to grab attention and create conversions. I do this by using a bold style with color blocking, Skillable's bold font, and utilizing less text than organic social media posts. Additionally, creating an engaging presentation of customer success metrics, social proof, and bold text has been successful in creating paid conversions. In fact, a paid ad audit in 2025, reducing text and increasing visuals improved click-through-rate by 8% and supported a 50% uplift in conversions. Skillable's content ads also continually out-perform the click-through-rate for the SaaS industry. ​
Social Media Event Promotion
Promoting Skillable events through organic social media is a primary way to drive registrations for virtual events and bring awareness to our booth presence at tradeshows. Design has greatly impacted this strategy, as I created a scalable package of social templates that are repeated for each event. Each type of event has its own look, and the promotional package stays consistent for each event type, establishing brand recognition with our organic audience. This scalable design system also accelerates operational efficiency, as the time to create a full promotional package only takes about an hour. These posts impact Skillable's presence virtually and onsite as they increase event registration and booth traffic. Additionally, if organic is supplemented by paid spend, these images target our buyer personas at a deeper level, converting them to registrants.
Brand awareness
Another key driver of Skillable's social media strategy is brand awareness. When users come to our profile through an organic channel, brand visuals and messaging consistency are of the utmost importance. As a brand designer, it is my responsibility to complement messaging and help inform our audience about hands-on learning, the Skillable product, and our culture through strong visuals. Brand awareness posts differ from persona-targeted posts as they have more variety in content, such as holidays, company culture, thought leadership, and awards. The visuals for these posts have had an immense impact on Skillable's organic LinkedIn presence by supporting the growth of our follower count by 112% and increasing reach rate to 4.5%, 77.2% higher than the industry average.
Brand awareness social media posts