Paired · Social Media Design

Social content overview — templates, carousels, and motion designed for Instagram and TikTok

Overview & challenges

Paired App helps couples stay connected through daily questions, games, and expert-backed tools.

As an in-house designer for 3 years, I design the social media content and templates that shape how Paired shows up on Instagram and TikTok — from shareable carousels to organic reels.

Organic Reels — reel-style content designed for organic reach and shareability

Impact

3+ years designing social media content

In-house designer producing templates, carousels, and motion content across Instagram and TikTok for the brand's organic and shareable presence.

A more recognisable brand across social channels

The visual language is now consistent enough that returning users recognise it before they finish reading.

A way of working built for change

Flexible enough to adapt quickly, structured enough to carry learnings forward from one cycle to the next.

1M+ engagements generated

Content produced across Instagram and TikTok has driven over 1,000,000 engagements — likes, comments, shares and saves — helping Paired build a recognisable, shareable presence organically.

Lessons learned

What went well

Holding the brand in a fast, high-volume content context

Keeping Paired's visual identity present in content that also needed to feel native to the feed. The balance between branded and organic has been one of the most interesting creative challenges of this role.

Iterating on what works

Learning to resist the pull towards new concepts and instead invest more deeply in the ones resonating with the audience. Iterating on a promising concept consistently outperforms starting from scratch.

Staying flexible

The way of working has changed completely more than once. Being willing to adapt — letting go of approaches that worked before when the strategy shifted — has been the most valuable skill in this context.

What I'd do differently

Read the engagement data earlier

In the early stages, creative decisions were made more on instinct and less on what the engagement data was actually saying. Getting closer to the data sooner would have accelerated learnings.

Isolate one variable at a time

Early iterations often changed too many variables at once — hook, visual treatment, format. Isolating variables would have made it clearer what was actually resonating.

Document learnings as you go

Insights from each content cycle often lived in people's heads rather than anywhere referenceable. A structured record of what was tried and why, kept in real time, would have made each new cycle much faster to brief.

PairedSocial Media

Paired
Social Media