Yours Truly
Support that speaks your language
Overview
For small business owners navigating Meta Business Suite, getting help isn’t always straightforward. Yours Truly — a content series created for Meta for Business — delivers practical how-tos designed to help business owners help themselves, and feel supported — not stuck.
My Role
Strategy & Project Lead
Led project and account strategy across work streams; managed client relationships, day-to-day operations, and supported creative planning with interdisciplinary agency teams.
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The Opportunity
Through the Meta Business Suite, Meta for Business offers powerful tools — but for busy entrepreneurs, navigating them can be daunting. With limited access to direct support, small business owners needed guidance they could trust, understand, and act on quickly. The solution had to be self-serve by design. To truly support this audience, Meta needed to meet them where they already were — in the feed. That meant creating content for Instagram and Facebook that was not only practical, but emotionally intelligent: clear, affirming, and easy to act on.
How It Came to Life
We reimagined the Meta for Business social channels as more than just marketing tools — they were the front line of education. In the absence of customer service, we treated the feed and its comment sections as active service environments: places to build trust, offer guidance, and speak to small business owners like real people, not users. To bring this vision to life, we created Yours Truly, a multi-tiered evergreen content series designed to explore whether Meta’s social channels could function as scalable, self-serve support. The series translated platform how-tos into guidance that felt personal, not prescriptive. From concepting to publishing, we developed three recurring characters — Alex, Tony, and George — based on small business owner research, and produced a mix of Reels, carousels, and short-form videos that prioritized clarity, relatability, and on-platform utility.
The Outcome
Yours Truly became a strategic proof point for how Meta for Business could use its social channels to support small business owners at scale.
The series’ “Customer Support” and “Free Tools” content outperformed expectations on Instagram — exceeding 2024 engagement rate goals — and held steady on Facebook, despite not being built platform-first.
As one of Meta for Business’s first experiments in addressing FAQs through content, the performance was a positive signal: business owners responded to a tone that was both empathetic and actionable.
