Kevin Barry Art Advisory
Evolving Social Performance
Overview
When I joined KBAA, our social presence was steady but limited. Instead of posting more, I changed what we posted and how: content built around our artists and projects, shaped for each platform. Within a year, our audience grew 207%, and engagement held at about 6% per post, 2.5–3× the travel and hospitality benchmark.
Role: Director of Marketing & Creative · Channels: LinkedIn, Instagram
Partnering with our artists
The biggest shift was bringing our artists into the work. Featuring and collaborating with them gave us content no one else had and extended our reach into their audiences. It drove the largest jump in engagement.
Refining content focus
I moved our feed from general brand content to specific, project-led posts with clear visual hierarchy and short narrative captions. Each post told a single story.
Aligning content to platform behavior
LinkedIn carried structured storytelling and perspective
Instagram focused on visual cohesion and immediacy
Iterating through performance
I tracked results quarterly and let top-performing posts shape what came next.
Results
207% year-over-year audience growth
~6% sustained engagement per post
7.6% engagement on top posts
2.5–3× the travel and hospitality benchmark