Individual / Marketing
Muyahoya
Muyahoya
Muyahoya
Duration / 4 months
✦ Tools
iPhone12, 17 pro, CapCut, Canva, Edits, Meta Business Suite, Google Analytics
✦ Duration
✦ Duration
4 months
Solution
Solution
Solution
Muyahoya is a plant-lifestyle brand centred on rare Hoyas and small, unusual houseplants. I ran it alone for three months across five platforms, handling content planning, filming, editing, captions, and analytics myself.
Early on, I noticed something odd. Reach was fine, but almost nobody who visited the profile actually followed. That gap became the whole strategy. I built content around hooks that hold attention through a beat of tension before paying off, then watched how each platform responded differently.
Early on, I noticed something odd. Reach was fine, but almost nobody who visited the profile actually followed. That gap became the whole strategy. I built content around hooks that hold attention through a beat of tension before paying off, then watched how each platform responded differently.
I built the brand and marketing strategy for a new real estate agency entering a crowded local market. Instead of starting with design,
I started with competitor and audience research so every choice after that had a reason behind it.
That strategy carried through the website, the print collateral, and the signage, with a developer and outside vendors executing alongside me so the brand looked and sounded the same everywhere a buyer ran into it.
Problem Statement
Problem Statement
Problem Statement
Plant show attendees in Vancouver span a wide age range and keep growing every year, but most Hoya sellers and content creators still skew older. Younger, plant curious buyers are left with scattered information and no content actually made for them.
Concept
A modern plant-lifestyle brand specializing in rare Hoyas and micro-beauty houseplants, built around real growing experience.
SoloBuilt
Multi-Platform
Scope
5 active platforms sustained over 4 months: Instagram, TikTok, YouTube, Facebook, and Xiaohongshu (REDNOTE).
Role
Sole founder and operator.
Concept, filming, editing, captioning, and analytics all run by one person.
20s - 60s
Finding the Gap
The age range observed at Vancouver plant
shows and growing every year
Late teens · Early–mid 20s · Early–mid 30s
New target audiencege
A demand-supply mismatch.
Attendees at Vancouver plant shows span a wide age range, and the shows keep growing each year. But most Hoya sellers and content creators skew older.
An underserved audience.
Younger plant lovers who want to grow and bloom their own rare Hoyas are left with scattered, inconsistent information and no content built for them.
The repositioning.
muya.hoya was built specifically to close that gap. Clear, trustworthy Hoya care content made for a younger, plant-curious generation.
Concept
A modern plant-lifestyle brand specializing in rare Hoyas and micro-beauty houseplants, built around real growing experience.
SoloBuilt
Multi-Platform
Scope
5 active platforms sustained over 4 months: Instagram, TikTok, YouTube, Facebook, and Xiaohongshu (REDNOTE).
Role
Sole founder and operator.
Concept, filming, editing, captioning, and analytics all run by one person.
20s - 60s
Finding the Gap
The age range observed at Vancouver plant
shows and growing every year
Late teens · Early–mid 20s · Early–mid 30s
New target audiencege
Attendees at Vancouver plant shows span a wide age range, and the shows keep growing each year. But most Hoya sellers and content creators skew older.
A demand-supply mismatch.
An underserved audience.
Younger plant lovers who want to grow and bloom their own rare Hoyas are left with scattered, inconsistent information and no content built for them.
The repositioning.
muya.hoya was built specifically to close that gap. Clear, trustworthy Hoya care content made for a younger, plant-curious generation.
Finding the Gap
The Gap
The Gap
I looked at who actually shows up to Vancouver plant shows and compared it against who Hoya content was being made for. The shows keep growing every year and pull in a wide range of ages, but the sellers and creators in the space stayed older and more established. That left late teens through early thirties with no one speaking to them directly, so I built Muyahoya to be the trustworthy, approachable source for that specific group.
The Gap
Content Strategy by Platform
Weekly Hoya-care carousel + 1
viral short-form clip + 1
personal vlog.
Instagram leans SEO-optimized captions.
TikTok keeps descriptions minimal but invests in hook-driven titles for a younger, faster-scrolling audience.
Long-form videos (20s+)
Re-cut from carousel scripts with fuller descriptions and metadata for an older viewer base.
Facebook posts are cross-shared into 10+ plant community groups each time.
The most delicate platform.
Diary-style carousels with real, personal experience outperform anything polished.
This format drove direct DM plant sales and the single best-performing post of the whole project.
Content Strategy by Platform
Weekly Hoya-care carousel + 1
viral short-form clip + 1
personal vlog.
Instagram leans SEO-optimized captions.
TikTok keeps descriptions minimal but invests in hook-driven titles for a younger, faster-scrolling audience.
Long-form videos (20s+)
Re-cut from carousel scripts with fuller descriptions and metadata for an older viewer base.
Facebook posts are cross-shared into 10+ plant community groups each time.
The most delicate platform.
Diary-style carousels with real, personal experience outperform anything polished.
This format drove direct DM plant sales and the single best-performing post of the whole project.
Multi Channel Snapshot
4 months of consistent output across 5 platforms.
Posts
42
consistent weekly output
Non-followers
80.7%
Reach was never the problem
Views
19,907
90-day reach
New viewers
11.2K
Out of 16.7K total reached
For You
91.2%
Algorithm discovery, not paid
Views
18.3K
Lifetime total
Posts
10
published solo
Titles win
"how-to"
Identified top-converting format
Top-ranked video
#1 of 10
68.8% retention
Followers
300
organic, $0 ad spend
From groups
33%
cross-posting strategy validated
Views
+708%
90-day growth
outperformed
all others
combined
hook format proven with 1 test
Views
19,907
90-day reach
56% from search
SEO strategy validated
Top Performing Content
681 views, up 181%.
Facebook stayed the strongest of the five
platforms, and cross-posting into plant groups
did most of the work here.
Ranked #1 of 10 recent videos.
Viewers stuck around for 68.8% of it,
well above the channel average.
The title used the problem-solving
format that kept winning across the account.
Multi Channel Snapshot
Multi Channel Snapshot
4 months of consistent output across 5 platforms.
Views
19,907
90-day reach
Non-followers
80.7%
Reach was never the problem
Posts
42
consistent weekly output
Views
18.3K
Lifetime total
For You
91.2%
Algorithm discovery, not paid
New viewers
11.2K
Top-ranked video
#1 of 10
68.8% retention
Titles win
"how-to"
Identified top-converting format
Posts
10
published solo
Views
+708%
90-day growth
From groups
33%
cross-posting strategy validated
Followers
300
organic, $0 ad spend
Views
19,907
90-day reach
outperformed
all others
combined
hook format proven with 1 test
56%
from search
SEO strategy validated
Finding the Gap
20s - 60s
The age range observed at Vancouver plant
shows and growing every year
Late teens · Early–mid 20s · Early–mid 30s
New target audiencege
An underserved audience.
The repositioning.
A demand-supply mismatch.
Attendees at Vancouver plant shows span a wide age range, and the shows keep growing each year.
But most Hoya sellers and content creators skew older.
Younger plant lovers who want to grow and bloom their own rare Hoyas are left with scattered, inconsistent information and no content built for them.
muya.hoya was built specifically to close that gap. Clear, trustworthy Hoya care content made for a younger, plant-curious generation.
Weekly Hoya-care carousel + 1
viral short-form clip + 1
personal vlog.
Instagram leans SEO-optimized captions.
TikTok keeps descriptions minimal but invests in hook-driven titles for a younger, faster-scrolling audience.
The most delicate platform.
Diary-style carousels with real, personal experience outperform anything polished.
This format drove direct DM plant sales and the single best-performing post of the whole project.
Long-form videos (20s+)
Re-cut from carousel scripts with fuller descriptions and metadata for an older viewer base.
Facebook posts are cross-shared into 10+ plant community groups each time.
Content Strategy by Platform
Views
19,907
90-day reach
Non-followers
80.7%
Reach was never the problem
Posts
42
consistent weekly output
Views
18.3K
Lifetime total
For You
91.2%
Algorithm discovery, not paid
New viewers
11.2K
Top-ranked video
#1 of 10
68.8% retention
Titles win
"how-to"
Identified top-converting format
Posts
10
published solo
Views
+708%
90-day growth
From groups
33%
cross-posting strategy validated
Followers
300
organic, $0 ad spend
Views
19,907
90-day reach
outperformed
all others
combined
hook format proven with 1 test
56%
from search
SEO strategy validated
Connect to Content
Add layers or components to make infinite auto-playing slideshows.
Multi Channel Snapshot
Top Performing Content
681 views, up 181%.
Facebook stayed the strongest of the five
platforms, and cross-posting into plant groups
did most of the work here.
681 views, up 181%.
Facebook stayed the strongest of the five
platforms, and cross-posting into plant groups
did most of the work here.
Ranked #1 of 10 recent videos. Viewers stuck around for 68.8% of it,
well above the channel average. The title used the problem-solving
format that kept winning across the account.
Workflow
& Tools
1
Capture
iPhone 12 &
iPhone 17 Pro
2
Plan
With AI for
content ideation
and scripting
3
Edit
CapCut, Edits,
and Canva
4
Analyze
Google Analytics
(via Linktree) &
Meta Business Suite
Concept
A modern plant-lifestyle brand specializing in rare Hoyas and micro-beauty houseplants, built around real growing experience.
SoloBuilt
Multi-Platform
Scope
5 active platforms sustained over 4 months: Instagram, TikTok, YouTube, Facebook, and Xiaohongshu (REDNOTE).
Role
Sole founder and operator.
Concept, filming, editing, captioning, and analytics all run by one person.
Workflow & Tools
Workflow & Tools
1
Capture
iPhone 12 &
iPhone 17 Pro
2
Plan
With AI for
content ideation
and scripting
3
Edit
CapCut, Edits,
and Canva
4
Analyze
Google Analytics
(via Linktree) &
Meta Business Suite
1
Capture
iPhone 12 &
iPhone 17 Pro
2
Plan
With AI for
content ideation
and scripting
3
Edit
CapCut, Edits,
and Canva
4
Analyze
Google Analytics
(via Linktree) &
Meta Business Suite
Top Performing Content
681 views, up 181%.
Facebook stayed the strongest of the five
platforms, and cross-posting into plant groups
did most of the work here.
Ranked #1 of 10 recent videos. Viewers stuck around for 68.8% of it,
well above the channel average. The title used the problem-solving
format that kept winning across the account.
Top Performing Content
Reflection
Reflection
Managing five platforms alone, the biggest lesson wasn't about content, it was about prediction. Some platforms grew way faster than I thought they would, and others I was confident about barely moved. That's when I started actually checking the analytics before planning instead of after.
One post on Xiaohongshu made that obvious. It used a warning-style hook, and it ended up outperforming every other post on that platform combined. That was the moment I started testing the same hook style on the other four channels. It changed how I approach every post now, and I want to bring that same planning-first habit to managing accounts beyond my own.
"Want Results
Like This
for Your Team?"
Eunsong Choi
Open to Social Media
& Digital Marketing Roles
Eunsong Choi
Open to Social Media & Digital Marketing Roles
"Want Results Like This
for Your Team?"
View More Work