Carlos Mendoza Salón

Community Manager & Content Strategist,

I was responsible to:

• The problem

• The account looked healthy from the outside: 9,688 followers and 1,739 posts published. The distribution underneath was not. Reels were landing between 95 and 350 views against a base of nearly 10,000 followers, a reach rate close to 2.6%. The content was circulating among people who already knew the salon and almost never surfacing to new accounts. A single Reel at 1,300 views showed the ceiling was reachable, but nothing in the content system was built to get there.

• What I did

• Audited the account and established the baseline: reach rate, format mix, posting cadence and the gap between follower count and actual distribution.

• Built a 90-day recovery plan, currently in execution.

• Rebuilt the format mix around hook-led Reels, prioritizing the first two seconds as the distribution lever rather than the caption.

• Shifted production toward save-and-share formats, since saves and shares are what push content to non-followers.

• Introduced local Collabs with complementary businesses and stylists to borrow audiences instead of waiting for organic discovery.

• Applied hyperlocal geotagging to capture Providencia and surrounding-area search rather than competing for generic beauty terms.

• Where it stands

• The engagement is active. Baseline documented, plan in execution. Results at 90 days.

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