I spent the summer researching what anglophone audiences actually search for when they're thinking about moving to Paris. What questions are they asking? What content do they follow? I intended to find what makes them stop scrolling. From there, I built a content strategy from scratch, pitched and developed video concepts, fully edited the videos, and managed publishing across Instagram and YouTube.

The strategy worked. Engagement on YouTube went up 30%, we hit 11.2K impressions, and 85.1% of those viewers were new to the brand — people who had never heard of Paris Living before finding us through curated content.

That's what good research does. It stops you from making content for yourself and starts making it for the person on the other side of the screen or the world for that matter.