Turning Virality Into Conversions: A Social Media Case Study at Freyja XO by Valerie
In 2022, I had the opportunity to work as the social media manager at Freyja XO during a time when our videos went viral. We saw a huge jump in followers, and people started recognizing us on the streets in different countries. It was an exciting moment, but as I dug deeper into the numbers, I realized that while we were gaining a lot of attention, we weren’t seeing a significant increase in platform users.
That’s when I knew something had to change.
The challenge was clear: how do we turn this viral momentum into real, meaningful growth? The answer came when I shifted our focus to content that gave our audience an inside look at our team, office life, and the culture at Freyja XO. This wasn’t just about showing off our products; it was about showcasing who we are as a company.
This approach led to a huge increase in sign-ups and platform visitors. But the success didn’t stop there. In fact, 2022 became a year of consistent social media wins.
A TikTok Success Story
One of the biggest highlights of my time at Freyja XO was the work I did with our TikTok account. Together with my colleagues, we went from 0 followers to 17k, went from 0 likes to 2.3 million, and racked up over 22 million views.
These numbers weren’t just about getting attention—they were a result of creating content that truly resonated with our audience.
The Strategy: More Than Just Viral Hits
Here’s a breakdown of the approach that worked:
- Trend analysis: I kept a close eye on trends across platforms like TikTok and Instagram, ensuring our content was timely and relevant, but still aligned with our brand’s core values.
- Humanizing the brand: I focused on showing the real people behind Freyja XO—our employees, our office vibe, and our daily work life. This helped us build a stronger, more relatable connection with our audience.
- Platform expertise: With a deep understanding of social media algorithms, I tailored our content to match what worked on each platform, creating videos that spoke to the right people at the right time.
- Budget-friendly production: We didn’t need a big budget to create compelling content. I focused on using our existing resources to create authentic, high-quality videos that engaged our audience.
- Consistency: Posting regularly and engaging with our audience consistently played a big role in sustaining and growing our following over time.
The Results: Real Growth
The results speak for themselves. From March to December 2022, our platform saw steady user growth every month.
The success of our TikTok account was a huge win, and it reinforced the importance of creating content that people can connect with—not just content that’s designed to go viral. Authenticity, consistency, and a focus on the people behind the brand turned our social media efforts into real, sustainable growth.
