For nearly three years, I was the sole agency copywriter responsible for TD Bank’s organic social content. Every month, I developed new concepts for Facebook and Instagram. Drawing on financial education, timely topics, community and culture, I created messaging that was useful, relatable and distinctly human while encouraging followers to click and learn more. Throughout that time, our team’s posts consistently outperformed TD Bank’s earlier organic social posts, exceeding engagement benchmarks for views, clicks, likes and shares. The examples below include Reels, in-feed videos and carousel posts.