Social Media · Content · 2025
Functional art, online.
resin.by.jen
Building a craft-led Instagram presence for a resin artist — turning one-off commissions into a recognisable, collectible brand.
The brief
resin.by.jen makes functional resin pieces — trays, coasters, decor — that lived mostly in DMs and word-of-mouth. The page needed a consistent visual language and a steady posting cadence to convert browsers into buyers across both Instagram and TikTok.
Content creation
I run the full content cycle in-house. Monthly shoot days are planned around current commissions — overhead pour shots, slow-motion close-ups of pigment swirls, demoulding reveals, and lifestyle stills of finished pieces in-use. I direct the styling, light the set with a mix of natural window light and soft diffused fill, and shoot on a phone-and-DSLR combo so footage cuts cleanly between feed posts and Reels.
Instagram management
Instagram is the portfolio and the inbox. I run the grid as a curated catalogue — alternating process Reels with hero product stills so the page reads as 'maker at work' at a glance. Stories are used for behind-the-scenes pours, polls on next colourways, and DM-driven commission inquiries with a saved highlight reel of past work as social proof. I plan a month at a time, schedule via the native scheduler, and reply to every DM in-voice.
TikTok management
TikTok is the discovery engine. The format is short, satisfying process clips — pour, reveal, slice, sand — cut to trending audio and front-loaded with the hook in the first second. I write captions that double as light SEO ('handmade resin tray', 'epoxy decor SA'), reply to comments to push the algorithm, and stitch the best videos back into Instagram Reels so one shoot day feeds both platforms.
Copywriting
All captions are written in a warm, maker-led voice — first-person, specific about materials and process, never salesy. Product drops use a consistent three-line structure: hook, story, call-to-action. Bio, highlight covers, and DM auto-replies are all written to the same tone so the brand feels like one person across every touchpoint.
Outcome
A page that finally looks like the work — calm, considered, and easy to share. Inquiries now arrive with context, not cold questions, and TikTok views regularly push new followers to the Instagram inbox.
Next project
Every cut, a work of art.
Clement The Barber
