Meet the Mind Behind the Feed: A Q&A with MINT's Social Media Manager
Social media looks effortless from the outside: a polished post here, a fun story there. But behind every piece of content is a strategy, a purpose, and a whole lot of thought. We sat down with Kiara, MINT’s Social Media Manager, to talk about how she got into the role, how she thinks about platforms, and what she really wishes more clients understood about the work.
Kiara started at MINT as a Social Media Brand Strategist. After about two years, she was promoted to Social Media Manager, a shift she was genuinely excited about.
“I’m able to focus more on strategy and analytics and the why behind what we’re posting,” she says, “instead of the day-to-day making of graphics and captions, where some of our other team members have more strengths.”
The promotion also brought new responsibilities she’s embraced: leading team members and taking on more client communication. It’s a role that’s grown with her, and clearly one she’s grown into.
Every platform has its own unspoken rules, and Kiara has them mapped out.
“LinkedIn is the most different,” she explains. “You want to highlight more professional achievements (an employee anniversary, a blog post) versus something more casual or personality-based, which would go on Instagram and Facebook.”
For Instagram and Facebook, she leans into content that feels more human: birthdays, interactive stories, get-to-know-the-team posts. It’s about brand awareness with a personal touch, while LinkedIn stays in its lane as the professional showcase.
This is where Kiara lights up a little. There’s a lot happening behind the scenes that clients don’t always see.
“How much thought goes into things,” she says. “Picking when things should be scheduled based on when users are actually active. Keeping branded graphics, especially right now, when we’re in such a heavy AI-generated content era.”
That last point is something she feels strongly about. Standing out today means having actual branded graphics with a strategy and purpose behind them, not just content that blends into the feed. And it means paying attention to what the analytics are actually telling you.
“Not just putting content out there and hoping it sticks,” she adds, “but planning to highlight team members or highlight certain achievements, shifting that focus based on what the data says.”
Two things stand out for Kiara: video content and Instagram Stories.
“Video has been increasingly popular, whether it’s Reels or TikToks. Having some action and movement on your grid can really help you stand out.”
Stories have become their own category of content strategy entirely. They offer a way to stay active and visible without cluttering the main grid, a more casual, in-the-moment format that audiences have really responded to.
“Things like polls, ‘what brand do you like better’ questions, just interacting with your users so you stay seen,” she says.
Personally? Instagram, no contest.
“I love looking at Instagram stories and the For You page. I get caught up in Reels, which goes back to how important video content is,” she laughs.
Professionally, it’s LinkedIn, though that one took some time. She’ll be the first to admit she wasn’t confident on the platform when she started. Now, about two and a half years in, she’s posting regularly, engaging with content, and building her presence.
It’s a good reminder that even the people who manage social media for a living are still figuring out their own voice on it.
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