@ilsecofstate | Social Media Design + Management
Illinois secretary of state social media management
Challenge
As more people get their news and information through social media, government communication has to meet them there — or stop reaching them at all.
outcome
I built and ran the visual team for the largest Secretary of State office in the U.S. Launched a video-first plan across four social channels, boosting impressions by over 800% and raising awareness among Illinois residents.
scope
year
Identity
Templates
Motion
Production
2026
8.4k
followers
19k
followers
21k
40k
followers
followers
A video-first
strategy
As social media increasingly rewards video over static graphics, I shifted to a video-first strategy — and our reach grew by more than 800%. Why it worked:
Algorithm alignment: Platforms favor watch time; video drives both.
Higher retention: Short, well-paced clips outlast static posts. Broader formats: Reels, Stories, Shorts enable repurposing and discovery. Stronger storytelling: Motion, sound, and pacing convey brand and message. Boosted distribution: Video earns more shares and autoplay impressions.
Key tactics: • Lead with value: Hook in first 3 seconds. • Optimize length: Short for discovery; longer for deep engagement. • Repurpose: Break long-form into microclips, captions, stills. • Native-first editing: Tailor orientation, aspect ratio, and captions per platform.
video-first strategy implemented
in the news
A state agency praising its own work reads as an ad. A reporter's account of that work reads as proof. This system converts earned coverage into a recognizable owned format in our visual voice, legible at thumbnail scale.
initiative-specific
Proposed legislation arrives as dense policy language. I distill it into visual explanations that carry from press release to social post.
