Tanvi Singhal

Case studies LinkedIn content program

Building an organic LinkedIn content program from the ground up

Moonlite Labs · Social media & content strategy · May – Oct 2026

As Moonlite Labs' first dedicated marketing hire, I built the company's LinkedIn content program and more than tripled its click-through rate in my first five months, with no paid promotion.

Weighted click-through rate5% → 17%Before I joined compared with my first five months
3 → 9posts per month
19%click-through in the latest 90 days
37 → 450reactions
About 4ximpressions per day

Challenge

When I joined in May 2026, the company page posted about three times a month. I wanted to keep all company assets updated and running, so I started posting about the company's initiatives. Moonlite Labs needed a steady, credible presence to reach filmmakers, studios, brands and partners, and to show what its AI creative platform could do, with organic content only.

My role

I own the channel end to end, from strategy and writing to publishing, community management and performance analysis.

Strategy

I set content pillars around product launches, explainers, live event coverage, creator showcases and company news, and made live coverage of the events we attended a central part of the program. I used post-level performance data to decide what to publish more of and shared insights with the Founder and CEO.

Execution

  • Wrote and published every company-page post and managed the content calendar.
  • Briefed and directed our Content Creator on video and visual content, and reviewed and approved each post.
  • Covered Web Summit Vancouver, VivaTech Paris, VRTO and TIFF: The Market live from the floor.
  • Built accessibility into every post with captions, alt text, colour contrast and plain language.
  • Tracked engagement, reach and click-through rate for each post and adjusted the content mix and posting cadence.

Outcomes

  • Weighted click-through rate rose from 5% in the months before I joined to 17% in my first five months, and reached 19% in the latest 90 days.
  • Reactions grew from 37 to 450 and daily impressions roughly quadrupled, as posting rose from three to nine posts a month.
  • Live event coverage became the strongest format, with four event posts drawing more than 2,200 clicks.

LinkedIn company page analytics, Oct 3, 2025 – Apr 30, 2026 compared with May 1 – Oct 2, 2026. See featured posts.

What I enjoyed

I enjoy seeing engagement, users' reactions and comments, and reading the analytics. They show me what is working and what is not, and give me direction for my marketing and brand strategy.