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Content Creator

Vayner Media

casper logo.png

SLEEP PROFESSOR

The Sleep Professor was an educational series based on everything sleep which varied from good sleep hygiene tips, sleep myths and studies, and reactionary videos

Casper:
Sleep Professor – Making Sleep Science Scroll-Worthy

Role:
Senior Content Creator (VaynerMedia)
TikTok Series | Character Development | Wellness Education

Summary:
Developed The Sleep Professor series, using humor and character storytelling to make sleep education entertaining for a TikTok-native audience.

Challenges:

  • Sleep content perceived as dry or overly clinical

  • Needed to build credibility while staying playful

  • Competing for attention in a saturated wellness space

Solutions:

  • Created a recurring character format to drive episode retention

  • Used absurdist humor to deliver factual tips in bite-sized doses

  • Optimized video pacing and scripts for short-form viewing habits

Results:

  • Videos reached 4K–9K views organically

  • Series praised internally for innovative health storytelling

  • Strengthened Casper’s position in the wellness + science space

TASKS AND RESPONSIBILITIES

Content Creation:

Generating a variety of content types, including articles, blog posts, social media updates, videos, infographics, and more.

Content Strategy:

Developing content strategies that align with client goals and target audiences.

Social Media Management:

Creating and managing content for various social media platforms, including scheduling and performance analysis.

Video Production:

Scripting, shooting, editing, and optimizing videos for online platforms.

Copywriting:

Crafting persuasive and engaging written content for ads, websites, and promotional materials.

Graphic Design:

Designing visually appealing graphics, infographics, and other visual content assets.

SEO Optimization:

Analytics and Reporting:

Collaboration:

Staying Current:

Ensuring that content is optimized for search engines to improve visibility in search results.

Monitoring and analyzing content performance using analytics tools to provide insights for improvement.

Working with team members such as strategists, designers, and social media managers to align content with overall marketing strategies.

Keeping up with industry trends and best practices in content creation, digital marketing, and social media.

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