Portu — Owning the Brand's Social
The starting point
When I took over Portu's social media, the channels were underperforming — a lot of content going out, not much of it landing. The instinct in that situation is to post more. I did the opposite.
The decision
I shifted the whole approach from quantity to quality. Instead of chasing every trend and filling the feed, we cut the volume and built content around what our audience actually cared about: clear, analytical pieces that explained investing rather than just decorating it.
That meant fewer posts, but heavier ones — moving the weight into formats that earn attention: video reels, carousels, and a refreshed visual language across the channels. I also brought in new partnerships that genuinely matched our audience, so the reach we gained was the right reach, not just bigger numbers.
The through-line: every piece had to be worth someone's time. If it wasn't clear, useful, or well-made, it didn't go out.
