Roger Love is the founder of Voiceplace and a voice coach to the stars. After 40 years in the business and with a client list that includes Keira Knightley, Jeff Bridges, Will Ferrell, Tony Robbins, and Suze Orman. He’s the first call for any celebrity looking to improve their singing or speaking.
But Roger also has a passion for helping everyday people transform their lives by improving their voice. His training programs and membership groups have impacted thousands of his students around the world.
Background: Stalled Social Media Growth
Roger’s team had been working hard to give him a strong social presence and grow his following. Despite their best efforts, they struggled to expand his audience. Says Roger:
Our Instagram audience had been stuck at 18,000 for months, and nothing we did was moving the needle. Also, I just wasn’t in love with how I was showing up online.
When Roger was first introduced to Kathryn, he was looking for someone to take over his social media strategy — primarily recycling content from Voiceplace events and their community.
With that in mind, the team posted on five social platforms, leveraging preexisting content to create quote cards, graphics, and video snippets.
Higher quality content improved engagement quickly, but follower growth remained flat. After a few months, it became clear a new approach was needed.
Kathryn explained to Roger that, to grow his channels, he’d need to get more involved.
We needed fresh content that was created specifically for social media. Fortunately, he understood and accepted our recommendation.
The new Social Engagement Strategy focused primarily on TikTok and Instagram, posting short-form videos five days a week. This content was then shared to Facebook and YouTube to expand reach.
Key to the strategy was Roger’s involvement. Because he’s the face of his brand, we wanted him to be present for his audience. But we made it as simple as possible for him.
- My team and I developed the content calendar
- Once a week, we told him what clips were needed
- We edited the content to optimize it for engagement, product placement, and branding
- We took care of scheduling, publishing, and comments
This approach required about an hour a week from Roger. After receiving the assignment sheet, he only needed to pull out his phone and talk into the camera. And if he had any questions, we were there for him.
Sure, I’m doing a little more work, but I feel so much more confident about what we’re doing. And I love the way we look online. I didn’t like the way we were showing up before Kathryn took over.
The Goals: Mini-Virality and Engagement
Each week, the team looked for the right content formats, topics, and hashtags with the best chance of going viral.
Kathryn’s Social Media Manager Nicole Banchs explains, “The goal has been to be mini-viral as much as possible — because every time a video does really well, we reach new people.”
And it worked. View numbers on TikTok, for example, reached as high as 105,000 — at a time when follower count was just over 2,200.
Engagement remained high, with more than 16,000 Instagram interactions in a 3-month period. We did this by responding to as many comments as we could, creating polls in stories, and creating videos that were easily shareable. Says Banchs:
This type of engagement is important for everyone, and especially Roger’s brand, because we are facilitating the “vocal coach” and “student relationship,” and the people within his community truly feel like a family.
Our Social Engagement Strategy allowed Roger’s audience to see that he cares about them, that their vocal health and improvement is truly important to him. He didn’t just provide information and fun facts. He wanted to educate and cater to people’s specific vocal needs — a genuine concern that instilled trust. Banchs explains:
Relationship is key to social media success. It gives you a loyal audience who always listens to what you have to say, trusts your advice, and responds to your offers.
To optimize Roger’s strategy and improve viewer retention, Kathryn and the team constantly tested video lengths, styles, and edits. We created content based on audience questions and interactions — again, with the goal of answering REAL needs.
But we never worked in a silo. As partners in our clients’ success, we adjusted course to help drive short-term and long-term objectives. In response to requests from the Voiceplace team, we tested:
- Reposting viral videos
- Event promotions
- Responding to celebrity happenings
For example, we posted a reaction to Ashton Kutcher failing to recognize Harry Styles at a karaoke party. When Styles saw it, he shared the post — evidence that this strategy can capture the attention of celebrities and influencers to bring attention to your own channel. Banchs explains:
People love staying up to date with their favorite celebrities. By sharing Roger’s response to celebrity posts, we helped Roger show up on people’s feeds when they’re searching for their favorite singer or actor. Celebrity news was something his audience and new followers could bond over. They also got to see Roger in a new light. They got to hear his opinions and see how he reacts as a professional vocal coach.
In the first week of implementing the new social media strategy, Roger’s Instagram follower count jumped 11%.
His TikTok channel, only a few months old at the time, 10x’d to more than 400 followers.
Over the next six months, the TikTok audience passed 7,000 followers, and Instagram hit 25,000.
And those numbers continued to tick up. Roger began netting 100 new followers a week.
The more engaged you are with your audience personally, the more engaged they will be with you.
Video is increasingly important on social media. Quote cards and graphics don’t get people excited and engaged — your audience needs to see and hear you.
Great content that gets results shouldn’t take all your time and energy. Partner with someone who can handle both strategy and execution.