Founder · Owned media · Audience strategy
Evolving a 52K-audience meme page into a multi-platform culture and entertainment brand
Classy Ratchet began as a meme-led Instagram account. I am evolving it into a culture and entertainment media brand with original stories, recurring formats, and new places for the audience to engage without abruptly abandoning what brought people to the original page.
52K+established audience
1.2M+main-account views in 60 days
194.9Knew-channel views in 60 days
77.7KYouTube views in 90 days
The challenge
An established audience does not automatically follow a brand into a new format. I needed to protect the main account’s relationship with its existing community while testing whether a separate channel and longer-form video could create room for a larger culture and entertainment property.
My role
As founder and operator, I lead the positioning, editorial voice, content concepts, audience strategy, production, publishing, platform launches, performance review, and the decisions behind the brand’s expansion.
How I approached it
- Kept the main account focused on the shareable content and community expectations that built its audience.
- Created a separate Instagram channel to test new character-driven and entertainment-led formats without forcing an abrupt shift on the original audience.
- Launched YouTube as a home for longer, serialized story formats and a different kind of viewing behavior.
- Built repeatable systems for ideas, visual production, publishing, repurposing, and performance review across channels.
- Used platform data to identify what people watch, share, save, and return for, then applied those findings to the next round of content.
Work samples
Representative work has been recreated and anonymized to show the thinking, systems, and deliverables without exposing confidential information.
The outcome
The main account generated 1.23 million views, reached 425,000 viewers, and recorded 107,895 interactions in a recent 60-day period. The newer channel generated 194,901 views, 42,937 interactions, and added 142 followers in its 60-day readout. YouTube generated 77,742 views, 117.7 hours of watch time, and 99 subscribers over 90 days. Those are early signs of a brand that can grow beyond one feed while keeping its original audience in view.
What I brought to the table
This is founder operating in real time: understanding the audience, making and testing the product, building the distribution, reading the results, and deciding what to develop next.
Selected work has been anonymized, and certain details have been generalized to respect confidentiality.
Facing something similar?
I’m open to senior marketing roles and selected consulting engagements. See how I can help or get in touch.