Summit Social Media

Foundational social media work I did for Summit, a startup democratizing personalized coaching using generative AI

Background

Summit is an online coaching service that makes personalised coaching accessible by leveraging AI powered by large-language models (LLMs). One of their co-founders reached out to me in August of 2023 to help build a social media presence ahead of their public launch in September.

The founders cited that my past product marketing exprience and interest in the intersection of technology and self-improvement (two of their target audiences) as reasons they thought I would be qualified to create content for them.

Strategy

As someone who grew up on social media and is used to being constantly advertised, I didn’t want this content to come off as “just an ad” or unnatural.

I focused on building out content that people could simply see and interact with, without any immediate call to action to download the app.

On Instagram, I posted a rotation of static images with quotes from famous figures about habits, consistency, and discipline. I hypothesized that, if well-designed enough, these images and quotes could attract people’s attention to the main page and subsequently the link in the Instagram bio.

These images would accompany each other in a carousel post.

In the description, I used a boilerplate template to explain how Summit could help with a certain action or reflection related to the quote.

On TikTok, I created a mix of informational content about Summit and its features in addition to reproducing some of the punchier, meme-ier content seen on other AI-app tiktok pages.

In retrospect, I feel that I should have fully committed to targeting the self-improvement/entrepreneur space.

Instead of competing with multiple, well-publicized products using LLM-powered AI as their main feature, it may have been more fruitful to differentiate Summit as a coaching product with AI capabilities.

Reflection

One challenge that I encountered throughout this role was in regards to the timing of the opportunity. I took on this role during my study abroad trip to New Zealand and worked on it throughout my biggest and longest trip during my time abroad.

I also learned that I didn’t love using my creative abilities to a non-creative end. This is not dig on Summit or its founders– this is just how I happened to find out that I like my art and design to be (for the time being) only myself and not for a commercial purpose.