Tanya Khanijow's audience on X and LinkedIn tripled, from 37K to 109K followers
Content Strategist · Dec 2022 – Oct 2024
Tanya is a travel creator whose YouTube audience didn't follow her to X or LinkedIn. I researched, wrote, published and tracked every post on both: guides, threads, travel news, and short clips of her YouTube videos that linked to the full ones.
- KPI 1 · Follower growth9K → 45Kon X28K → 64Kon LinkedIn
- KPI 2 · Engagement vs impressions9.7%engagement rate on X in her biggest week, across 9M impressions29Klikes on the Lakshadweep guide
- KPI 3 · New people finding her and her YouTube7,322new followers on X in that one week4,020link clicks that week
How I wrote them
Most posts started as one of her reels, blogs or LinkedIn posts. My hooks were built from three parts: the problem, a number as proof, and a clear CTA.
| Post | The hook | Result |
|---|---|---|
| Lakshadweep guidefrom my research, while everyone was talking about Lakshadweep | A question for people already planning the trip, then "read this before" | 29.1K likes, 311 replies |
| Packing checklistfrom her Instagram reel | The CTA is the hook: "SAVE this post for your next trip" | 2.8K likes, 71 replies |
| Vietnam itineraries, 69 tweetsfrom my research, with every plan checked to be doable | A simple heading that says what, why and how, with the CTA | 1.3K likes, her longest thread |
| Where to go insteadfrom an original list | Original content with a direct CTA | 1K likes, 50 replies |
| Quit-job storyfrom her LinkedIn post | A number up front, then the target audience and the CTA in the second line | 333 likes |
| Night sky photo guidefrom her Instagram reel | The problem, then a number as proof ("reached nearly 1 million people"), then the CTA | 127 likes |
On LinkedIn, travel news like "Thailand is now visa-free for Indians" averaged about 1,080 reactions a post. Short questions averaged about 190, but drew as many comments.
Posts I wrote
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Open on LinkedIn ↗Off the platforms: a passport issue got resolved, an airline found her lost bag, a state government and a Helsinki program reached out, and brand deals came in through X and LinkedIn.