03 / Content Practice

From Idea to Execution

Alongside commercial case studies, I run small-scale content experiments — to keep my own hands on the craft, not just analyse it.

Independent Project

聊个天气吧 · Let's Talk Weather

An environmental-content WeChat public account built from 0 to 1 — making environmental and urban topics more accessible to Chinese-language learners.

Content system: Environmental Information · City / Everyday Observation

Execution: 5 days · 6 posts · 600+ reads · 37 new followers

My role: Research → Planning → Writing → Visual Design → Publishing → Review

Takeaway: Shifted from "what do I want to write?" to "what information structure does the audience need?"

Topic planning document for the account — Topic planning document: columns & content structure

WeChat account homepage: 37 followers — Account homepage

Article layout sample: dialogue-style storytelling — Article layout: dialogue-style storytelling

Published posts list with per-post metrics — Published posts with per-post metrics

Xiaohongshu post performance: 18,443 views, 378 likes — Post performance: 18,443 views · 378 likes

Full text of the Xiaohongshu post — Full post text

Real-platform Experiment

Xiaohongshu Experiment

Testing different topics and content expressions on a real social platform — using an actual account, with real screenshots.

Performance: 18,443 views · 378 likes · 63 comments · 21 shares

Process: Signal → Audience Need → Content Angle → Performance → Review

Note: Real account data and content screenshots; no simulated metrics.

Visual Exploration

Mossy Brew

A small visual experiment exploring visual systems, brand atmosphere and AI-assisted creation. The point is not to simulate a commercial client project, but to explore:

Visual Positioning

Brand Atmosphere

Image Generation

Content Composition & Storytelling