+79.5% Account Growth • +8 Million Total Views • 95% Non-Follower Reach • +35,000 Interactions
From Inventory to Inspiration:
Building a High-Performing Slab Content System
Content Strategy • Filming • Editing • Copywriting • SEO • Analytics
I developed and executed a cohesive content strategy for the Bedrosians Slab Instagram account and TikTok account with the goal of improving visibility, earning client trust, strengthening the company’s position as an industry leader, and modernizing the way slab materials are presented online. This strategy focuses on combining filming, editing, copywriting, and SEO to create video and photographic content that provides answers to common questions and quality slab visuals that are not available on the company’s website. The result is a more educational, trustworthy, and design-forward experience for audiences engaging with the brand on social media.
PRIMARY
AUDIENCE
Designers and design enthusiasts seek reliable, true-to-color slab visuals for client presentations and material selection.
Homeowners and DIY’ers compare surface materials based on performance characteristics, finishes, availability, and overall cost.
Builders and contractors prioritize high-quality surface options that meet project requirements.
THE CHALLENGE
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Outdated or missing slab imagery: The website lacked updated, high-quality photos of slabs currently in stock.
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Lack of real-life visuals: Designers and homeowners relied on accurate, true-to-color images before driving to the showroom.
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No educational framework: Slab content on social media lacked consistent education, clarity, and a cohesive visual identity.
THE GOAL
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Provide accurate, real-time slab visuals that customers can trust.
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Expand reach and engagement through high-performing formats.
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Build credibility by showing true color, veining, movement, and finishes.
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Spotlight new slab collections and stock updates with clarity and relevance.
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Introduce consistent storytelling and material education across the slab category
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Position slabs as both aspirational and functional within the design process.
CONTENT STRATEGY
Real Slab
Inventory
Show slabs from multiple angles in natural lighting to provide trustworthy visuals that substitute for missing or outdated website photos.
Material
Education
Explain slab performance characteristics, finishes, movement and veining along with where each material is best installed.
Long-Term
Value
Create valuable content designed to be saved, shared, and referenced during the material selection process.
Design-
Forward
Storytelling
Combine product knowledge with relatable moments and behind-the-scenes footage to elevate and expand how slab materials are showcased.
DISTRIBUTION STRATEGY
Distribute content across carousels, short and long-form videos, and installation photos to increase saves, reach, and credibility.
Use Instagram’s Collaboration feature to publish on both Slab and Main accounts, doubling visibility across B2B and B2C audiences.
CASE STUDIES
PURPOSE
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Provide a resource-style guide viewers could save or share.
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Categorize common slab materials using simple, clear explanations.
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Highlight relatable reasons why people prefer certain materials.
EXECUTION
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Opened reel with a high-impact hook: “You want Taj Mahal… without breaking the bank.” immediately addressing a known pain point and created a strong scroll-stopping effect.
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Styled with other sample elements to elevate the storytelling.
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Used minimalist, editorial-style text overlays including:
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“A new era of Quartz”
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“Without the Silica”
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“A stunning lookalike with a softer price tag”
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Selected trending audio (“Sweets” by Isaintjames) for its soft, elegant tone and high shareability (954K+ reels).
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Wrote a SEO-focused caption positioning Roche Bella as a Taj Mahal lookalike, a lower-price option, and a silica-free mineral surface.
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Ensured all language remained compliant, identifying the product as mineral surfaces rather than quartz.
OUTCOME
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Generated 742,000+ views across all Bedrosians social platforms.
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Earned 4,469 saves and 4,348 likes.
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Reached 95% non-followers, driving strong discovery.
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Contributed to 79.5% growth in 3.5 months.
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Increased awareness of Taj Mahal alternatives and Nouvel mineral surface collection.
1. YOU WANT TAJ
MAHAL WITHOUT
BREAKING THE BANK
2. 3 SLABS YOU'VE PROBABLY NEVER HEARD OF
PURPOSE
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Help audience better understand key characteristics of specific quartzite slabs through a clear and casual approach.
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Reinforce the educational direction of slab content.
EXECUTION
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Integrated high-quality slab visuals with clear overlays and voiceover.
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Explained key material fundamentals, including formation process, heat resistance, veining patterns, finish types, and overall durability.
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Filmed slab in natural light to accurately capture its true color, movement, and low-glare appearance.
OUTCOME
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Achieving over 2,000 interactions and counting.
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Earning 750 saves, 600 shares, +300 follows.
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Reaching 91.5% non-followers, driving strong discovery.
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Reinforcing Bedrosians as a trusted educational source.
PURPOSE
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Provide a resource-style guide viewers could save or share.
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Categorize common slab materials using simple, clear explanations.
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Highlight relatable reasons why people prefer certain materials.
EXECUTION
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Designed a multi-slide carousel covering porcelain, mineral surfaces, marble, quartzite, and granite.
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Explained performance characteristics, considerations, and ideal uses.
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Maintained clean, brand-aligned visuals.
OUTCOME
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Earned 140 saves, ranking among the highest-saved installation posts on both the slab account and main Instagram account.
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Earned 75.5K views and delivered 72 percent of profile traffic while pinned,
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Showrooms found the information useful and displayed it for customer reference.
3. FIND THE RIGHT SLAB FOR YOUR LIFTSTYLE
