Slide Text
How I started freelance digital marketing at 23 👩🏽💻🤍
Visual
A warm, aesthetic photo of the creator at a desk with a laptop, looking thoughtful.
All Slides
@bmsocial carousel breakdown
Beth | Social Media Manager
How it all started… 👩🏽💻💌✨ Please let me know if you have questions!! #socialmedstrategy #socialmedia #socialmediamarketing #socialmediamanager #girlsinmarketing #marketingtips #freelance #digitalmarketing #spendthedaywithme #freelancemarketing #selfemployed #howistarted #digitalmarketing #digitalmarketingtips
Effectiveness score
8/10
Views
287.8K
Likes
14.3K
Saves
7.5K
Engagement
7.8%
Hook
How I started freelance digital marketing at 23 👩🏽💻🤍
Goal
build-community
Offer
information
CTA
Please let me know if you have questions!!
Caption
How it all started… 👩🏽💻💌✨ Please let me know if you have questions!! #socialmedstrategy #socialmedia #socialmediamarketing #socialmediamanager #girlsinmarketing #marketingtips #freelance #digitalmarketing #spendthedaywithme #freelancemarketing #selfemployed #howistarted #digitalmarketing #digitalmarketingtips
Strategic Summary
This carousel went viral primarily due to an anomalously high bookmark rate (4.3x norm), driven by users saving it as a tactical roadmap rather than just consuming it for entertainment. The hook combines specific age (23) with a desirable outcome (freelance marketing), creating immediate proximity ('if she can do it at 23, I can too'). The content removes barriers to entry (no degree, free courses) which triggers high save intent from aspiring freelancers who feel stuck.
The Winning Formula
Specific age/outcome hook + barrier-removal roadmap + heavy validation of imposter syndrome.
What's working
- •Slide 1 hook specifies age '23' which creates relatability and lowers the barrier to entry for young viewers.
- •Slide 3 explicitly mentions 'free courses' and invites comments for a list, driving comment engagement (256 comments).
- •Slide 2 validates 'Imposter Syndrome' before giving tactics, emotionally priming the audience to receive the advice.
- •Slide 5 admits failure ('thought... I would suddenly get enquiries... ofc not the case') which builds trust before revealing the successful outreach tactic.
What's not working
- •Visual consistency is low; slides switch between selfies, stock-like nature photos, and screen recordings, which dilutes brand identity.
- •Slide 2 is text-heavy against a busy forest background, potentially reducing readability on small screens.
- •No explicit 'Save this' CTA in the text, relying entirely on content value to drive the 4.3x bookmark rate.
Viral lesson
Specificity in the hook (age, role, status) beats generic advice, and admitting struggle (imposter syndrome, failed expectations) increases trust and save rates more than pure success flexing.
Can a small creator replicate this? High replicability for any service-based freelancer; requires showing the 'how' not just the 'wow' and explicitly validating the audience's fears before offering solutions.
Structural Formula (steal-the-format)
Structure pattern
5-slide chronological story: Hook (Result) -> Mindset -> Research -> Practice -> Outreach (CTA).
Copy formula
First-person past-tense + white text boxes on mixed background photos + conversational tone.
What to swap (concrete remixes)
- •Swap 'digital marketing' for 'UX design' or 'copywriting' for other creative freelancers.
- •Swap '23' for '30' or 'career switch' to target older demographic.
- •Swap 'freelance' for 'corporate promotion' for inward-facing career advice.
What NOT to copy
The visual inconsistency (mixing nature stock photos with selfies) works here due to authenticity but might hurt a more polished brand; don't copy the lack of design cohesion if brand authority is the goal.
Aesthetics
Gen Z creator photo-dump style with white rounded text boxes.
Color palette
What it conveys: Authentic, accessible, encouraging; feels like advice from a friend rather than a guru.
Slide-by-slide forensics
1hookselfieapproachable successworks:yesgrab:90/100aesthetic:75/100How I started freelance digital marketing at 23
How I started freelance digital marketing at 23
Visual description
Selfie taken at a desk with a laptop, notebook, and large TV screen in background showing 'WELCOME TRI WELLNESS'. Warm indoor lighting.
Scene setting
home office desk
Visible people
Visible objects
Other text elements
- •💻🤍
Predicted audience reaction
Immediate self-identification if they are around that age or want that job.
Verdict: Specific age and role create a tight filter for the ideal audience immediately.
2objection handlelifestyle shotreflective calmworks:yesgrab:50/100aesthetic:60/100For me, the main thing was LETTING GO OF IMPOSTER SYNDROME (fits)
I would often think 'i'm not qualified enough to take this leap' or 'my work wouldn't be good enough to provide to people' when that wasn't the case!
Recognise it & change your focus! I used to think ways why I didn't deserve things - shift that focus!
Once I took the leap & pushed myself outside my comfort zone & did things that made me uncomfortable, It has worked absolute wonders!
For me, the main thing was LETTING GO OF IMPOSTER SYNDROME (fits) I would often think 'i'm not qualified enough to take this leap' or 'my work wouldn't be good enough to provide to people' when that wasn't the case! Recognise it & change your focus! I used to think ways why I didn't deserve things - shift that focus! Once I took the leap & pushed myself outside my comfort zone & did things that made me uncomfortable, It has worked absolute wonders!
Visual description
Sunlight filtering through tall trees in a forest with a gravel path. Text overlays are white boxes with black text.
Scene setting
forest path
Visible objects
vs prior slide
Style: Text box style matches Slide 1, but background image shifts from personal selfie to nature stock style.
Story: Moves from 'what I did' to 'how I felt', addressing the emotional barrier first.
Predicted audience reaction
Relief and validation; comments confirm this resonates deeply (imposter syndrome mentions).
Comments reacting to this slide
- "Imposter syndrome is so much more common than we think"
- "Today I was feeling the pressure of being a SMM without any degree. Thank you for making me feel worthy"
Verdict: Addresses the #1 emotional blocker for this niche before giving tactical advice.
3step in listscreenshotresourcefulworks:yesgrab:70/100aesthetic:50/100Research
There are so many amazing sources online that are easily accessible! I did a handful of amazing free courses (I can list a few in the comments if that would be helpful!)
Here on tiktok! I utilised this app so much for advice & information on how others started! It was probably the most useful when it came to making a portfolio & creating contracts etc!
Context: I was already in marketing but I didn't go to uni to study it
Research There are so many amazing sources online that are easily accessible! I did a handful of amazing free courses (I can list a few in the comments if that would be helpful!) Here on tiktok! I utilised this app so much for advice & information on how others started! It was probably the most useful when it came to making a portfolio & creating contracts etc! Context: I was already in marketing but I didn't go to uni to study it
Visual description
Photo of a laptop screen showing a Google Meet call and browser tabs. Text overlays explain the research phase.
Scene setting
laptop screen close-up
Visible people
Visible objects
Products on screen
Other text elements
- •Browser tabs visible: 'bm social content', 'QR Code Generator', 'Wix Dashboard'
vs prior slide
Style: Text boxes remain consistent, background shifts to digital workspace.
Story: Moves from mindset to tangible action (Research).
Predicted audience reaction
High save intent; the offer to list courses in comments drives engagement.
Comments reacting to this slide
- "Would also love to see the list of free courses"
- "Would love the course list"
- "Could you please provide the free courses you took???"
Verdict: The parenthetical '(I can list a few in the comments...)' is a direct engagement bait that worked.
4step in listlifestyle shotgrowthworks:yesgrab:60/100aesthetic:80/100Practice & Portfolios
I got on Canva & made a bunch of fake projects for businesses / niches I loved!
I created a portfolio filled with them & all my creative ideas!
Practice & Portfolios I got on Canva & made a bunch of fake projects for businesses / niches I loved! I created a portfolio filled with them & all my creative ideas!
Visual description
Bright outdoor garden scene with a brick path and green hedges. Blue sky. Text overlays centered.
Scene setting
manicured garden
Visible objects
Products on screen
vs prior slide
Style: Returns to nature/outdoor aesthetic like Slide 2, breaking the digital theme of Slide 3.
Story: Moves from research to creation (Portfolio).
Predicted audience reaction
Actionable takeaway; 'fake projects' is a specific, replicable tactic.
Comments reacting to this slide
- "hey can you help us with portfolios"
Verdict: Solves the 'no experience' paradox by suggesting speculative work.
5ctamirror selfieencouragingworks:yesgrab:70/100aesthetic:75/100Reaching out!
I thought once I had an instagram set up, I would suddenly get enquiries... ofc not the case.
I reached out to people/ businesses in my local area that I thought could have benefited from my services & offered to send them a proposal!
The response, to my surprise, was huge!
U got this x
Reaching out! I thought once I had an instagram set up, I would suddenly get enquiries... ofc not the case. I reached out to people/ businesses in my local area that I thought could have benefited from my services & offered to send them a proposal! The response, to my surprise, was huge! U got this x
Visual description
Mirror selfie of the creator sitting on the floor, wearing a striped sweater and sneakers. holding a phone.
Scene setting
empty room / home interior
Visible people
Visible objects
vs prior slide
Style: Returns to personal selfie style like Slide 1, bookending the carousel.
Story: Final step (Outreach) + Encouragement.
Predicted audience reaction
Motivation to act; the 'U got this' reinforces the community feel.
Verdict: Ends on a high note and manages expectations (Instagram alone isn't enough).
Commerce intent
Mentioned products
Buy-intent phrases (from comments)
- •Would also love to see the list of free courses
- •currently doing online courses but looking to work towards freelancing
Objections (from comments)
- •What didi you graduated in? Is it relevant to do this job?
- •Digital marketing isn't easy just saying
Comment ethnography
Supportive, seeking mentorship, 'girls in marketing' tribe validating each other's lack of formal credentials.
Comments that characterize the audience
- "Thank you for making me feel worthy"
- "Imposter syndrome is so much more common than we think"
- "currently doing online courses but looking to work towards freelancing"
Pain points revealed
- •imposter syndrome
- •no degree
- •need courage to start
- •don't know where to start
Aspirations revealed
- •freelance
- •self employed
- •feel worthy
Top questions asked
- •list of free courses
- •steps to become a freelancer
- •what did you graduate in
- •help with portfolios
Objections
- •relevance of degree
- •difficulty of digital marketing
Diagnostics
Hook deep-dive
How I started freelance digital marketing at 23
Want to know the 'how' behind the specific result.
Engagement read
Extremely high bookmark-to-view ratio compared to likes (4.3x norm saves).
Mechanics
Sequential roadmap (need to see the final step to complete the picture).
Brand & funnel
Brands visible
Buying-journey moment: Dreaming of freelancing / Early research phase.
Ideal Customer Profile
Aspiring or early-stage freelance social media managers, typically Gen Z women, who feel overwhelmed by the 'how-to' of starting a business and suffer from imposter syndrome.
Age
18-24
Gender
female
Readability
simple
Interests
Pain Points
Aspirations
Emotional Profile
Primary Emotion
validationIntensity
Effectiveness
Emotions Evoked
Emotional Arc
curiosity → vulnerability → practical guidance → empowerment
Why It Lands
The content validates the viewer's internal struggle (imposter syndrome) before providing a roadmap, which builds deep trust and emotional resonance.
Writing Analysis
Style
conversational
Tone
relatable
Hook Type
identity statement
Quality
The writing is concise, punchy, and feels like a DM from a friend. It avoids corporate jargon, making the advice feel accessible to beginners.
Effectiveness
Goal Achievement
The high bookmark count indicates the content successfully served as a 'saveable' resource, which is the primary goal for building a community of aspiring freelancers.
Why It Spread
highly shareable 'how-to' format
aesthetic visual style that fits the 'that girl' niche
low-barrier advice that makes the goal feel achievable
Content DNA
The CTA is soft and community-focused, which encourages engagement without feeling like a hard sales pitch.
Narrative Arc
The narrative moves from a relatable struggle (imposter syndrome) to a logical, step-by-step solution, ending with a supportive sign-off that encourages community interaction.
Psychological Blueprint
Why It Spread
The post combines high-aesthetic 'lifestyle' content with actionable, low-barrier-to-entry career advice, creating a 'saveable' resource for the target demographic. By framing a professional journey as a personal, relatable story, it triggers high bookmark rates (7,537) from users who want to replicate her path. The 7.76% engagement rate is driven by the combination of emotional validation (imposter syndrome) and practical 'how-to' steps.
Framework
transformation storyPrimary Tactic
validationTactics Used
curiosity gap on slide 1 — 'How I started' implies a secret method
vulnerability as a trust signal on slide 2 — admitting to imposter syndrome
reciprocity on slide 3 — offering to list free courses in comments
social proof on slide 5 — 'the response was huge'
Cognitive Biases
survivorship bias — focusing on her success story to make the path seem linear
halo effect — the aesthetic, clean, 'that girl' lifestyle makes her advice seem more credible
Zeigarnik effect — the open loop of 'how I started' keeps the user swiping to reach the conclusion
Tribal Markers
Trust Signals
Slide Breakdown (5 analyzed)
Text
How I started freelance digital marketing at 23 👩🏽💻🤍
Visual
A warm, aesthetic photo of the creator at a desk with a laptop, looking thoughtful.
Visual Elements
Color Palette
Copy Analysis
Power Words
Open Loop: yes, the reader wants to know the specific steps taken to reach that point.
Visual Psychology
Attention: the creator's face and the text overlay
Gaze: creator is looking away, creating a sense of introspection
Emotional cue: warm lighting creates a cozy, inviting atmosphere
Composition: to establish authority through a 'lifestyle' lens
Text
For me, the main thing was LETTING GO OF IMPOSTER SYNDROME (Pls). I would often think 'i'm not qualified enough to take this leap' or 'my work wouldn't be good enough to provide to people' when that wasn't the case! Recognise it & change your focus! I used to think ways why I didn't deserve things - shift that focus! Once I took the leap & pushed myself outside my comfort zone & did things that made me uncomfortable, It has worked absolute wonders!
Visual
A peaceful forest path with sunlight filtering through trees.
Visual Elements
Color Palette
Copy Analysis
Power Words
Open Loop: yes, the reader is now curious about the practical steps taken after the mindset shift.
Visual Psychology
Attention: the large text box
Emotional cue: nature imagery evokes a sense of calm and clarity
Composition: to provide emotional grounding before the practical advice
Text
Research ✍️📝 There are so many amazing sources online that are easily accessible! I did a handful of amazing free courses (I can list a few in the comments if that would be helpful!) Here on tiktok! I utilised this app so much for advice & information on how others started! It was probably the most useful when it came to making a portfolio & creating contracts etc! Context: I was already in marketing but I didn't go to uni to study it
Visual
A screenshot of a computer screen showing a video call interface.
Visual Elements
Color Palette
Copy Analysis
Power Words
Open Loop: yes, the reader is waiting for the specific portfolio tips.
Visual Psychology
Attention: the text box
Emotional cue: the screen context signals 'work' and 'learning'
Composition: to provide actionable, low-cost resources
Text
Practice & Portfolios ✨👩🏽💻 I got on Canva & made a bunch of fake projects for businesses / niches I loved! I created a portfolio filled with them & all my creative ideas!
Visual
A beautiful, manicured garden with a brick path.
Visual Elements
Color Palette
Copy Analysis
Power Words
Open Loop: yes, the reader wants to know how to get the actual clients.
Visual Psychology
Attention: the text box
Emotional cue: the garden represents growth and beauty
Composition: to make the 'work' of building a portfolio feel aesthetic and manageable
Text
Reaching out! I thought once I had an instagram set up, I would suddenly get enquiries... ofc not the case. I reached out to people/ businesses in my local area that I thought could have benefited from my services & offered to send them a proposal! The response, to my surprise, was huge! U got this x 💌🥺
Visual
The creator sitting on the floor, looking at her phone.
Visual Elements
Color Palette
Copy Analysis
Power Words
Open Loop: no, the loop is closed with a final encouraging message.
Visual Psychology
Attention: the creator
Gaze: looking at phone
Emotional cue: the 'x' and emojis create a sense of intimacy and encouragement
Composition: to end on a high-trust, supportive note
Comment Intelligence
Sentiment
PositiveResonance
Intent
build-community
Audience Vibe
The comments are highly supportive and filled with questions from others looking to start their own freelance journey.
Standout Quotes
“This is exactly what I needed to hear today.”
“Thank you for being so transparent about the beginning stages!”
“Saving this for when I finally take the leap.”
Top Comments
Would also love to see the list of free courses🥺🫶🏼
Heyy can you give more guidance on steps to become a freelancer, currently doing online courses but looking to work towards freelancing x
Would love the course list 🫶🏻
Hi could you please give us courses you took 🙏🏼🙏🏼
Could you please provide the free courses you took??? 😭🙏