Lyly Lopez | Alyssa.Online

Producer | Brand & Content Strategist

Alyssa "Lyly" White- Lopez

AWL is a producer, brand strategist, and content strategist with a background in marketing, visual communications, media management, and television production. As an Executive Producer for network television, she developed a unique perspective that blends storytelling, production, and brand strategy.

Her expertise spans brand identity, color theory, typography, visual design, lighting, composition, photography, and content production, allowing her to create polished, high-impact visuals with intention. Her screenwriting and production experience further inform her approach to developing both long- and short-form content.

A hobby actor, traveler, and film lover, AWL draws inspiration from the world around her—using character, culture, visual storytelling, and lived experiences to create content that connects.

I have developed over 20 projects across linear, and digital. See pitch deck and development portfolio here.

See Below

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My @Iota_Zeta Mu Social Media Content Strategy & Case Study

From October 2023 to June 2024 I served as head of social media for @Iota_zetamu. My goal was to move the page beyond traditional organizational announcements and create a more cohesive, engaging and visually compelling social presence.

Instagram was the primary engagement platform, while I also managed the chapter’s YouTube presence, including livestreams and series content.

I developed a visual-first content strategy focused on strong creative, recognizable branding, human-centered storytelling and emerging platform features.

Built a cohesive visual identity: Implemented a consistent color palette across the page, branded “ZM” Highlight Covers, customized Reel/video covers and repeatable design elements to create a more recognizable feed.
Created stronger visual hooks: Introduced polished graphics, moving graphics, music-driven posts and customized covers designed to immediately capture attention in the feed. I also experimented with AI-generated characters and human-like visual elements as an emerging creative tool.
Turned updates into stories: Created recognizable, headline-driven carousel covers for chapter news and updates. Rather than simply labeling a post “Virtual Cooking Class,” for example, I created the headline: “Zeta Mu Chapter Gets a Lesson in Cuisine!” The headline became the hook, followed by photos of sorors and their finished dishes—turning an event recap into a visual story.
Leveraged emerging Instagram features: Utilized the relatively new Collab feature to expand content distribution and expose posts to audiences beyond the chapter's existing followers.
Let performance inform creative: Tracked how different formats performed and identified recurring patterns in the content that generated the strongest views and engagement.

BEFORE:

Increased average daily likes engagement by 150%

AFTER:

253% Increase in average reel views.
During your tenure, Reels typically averaged 300–420 views, compared with 79–125 views under previous social media managers for this page.
360 average views vs. 102 previously — a 3.5× increase

My first Reel - 942 views - reached 611% above the previous average, The page's previous reels averaged approximately 120–145 views. The post reached approximately 7× the previous average—and remains the second-highest-viewed Reel on the page, behind a more recent post with 1,001 views.

The page received Regional award for Top Social Media Page

01 — People

Reels featuring people—or creative featuring people and human-like/AI-generated characters—consistently generated some of the page's highest views.

02 — Motion

Moving graphics were another strong performer, reinforcing the importance of visual movement as a feed-stopping device.

03 — Polished Static Creative

Static graphics could still generate strong engagement when paired with high-quality design and music.

04 — Editorial Storytelling

Headline-driven carousel covers consistently generatPeople created connection. Motion captured attention. Strong design created desire. Storytelling created curiosity.nger engagement. The bold cover gave viewers an immediate reason to stop and swipe, while the carousel delivered the story.

The Strongest-Performing Content Revealed a Pattern:

People created connection + Motion captured attention + Strong design created desire +Storytelling created curiosity.

The Insight

Immediate Performance Shift

My first Reel after taking over the account, demonstrated an immediate change in content performance.~611% increase in Reel views.

The page's previous Reels averaged approximately 120–145 views. My first Reel reached 942 views—approximately 7× the previous average—and remains the second-highest-viewed Reel on the page, behind a more recent post with 1,001 views.

The Reel combined a highly polished visual, attention-grabbing audio and human-like graphic elements designed to stand out in the feed.

This early result reinforced a strategy I continued developing throughout my tenure: strong visual and audio hooks, highly polished graphics and human-centered creative can turn routine organizational content into scroll-stopping content.

This post became an early indicator of a larger pattern I observed throughout the account. Content featuring people, human-like visuals or people prominently featured in the creative consistently tended to generate stronger views, while motion, polished design and compelling audio helped content stand out in the feed.

Rather than treating this as a one-off high-performing post, I used these patterns to inform subsequent creative decisions including people-centered Reels and posts, animated graphics, customized covers, polished static content and editorial-style carousel covers. (add statistic about people centered reels and how it performed)

What the Performance Revealed

Social media has evolved since 2023–2024. While likes and views were valuable performance indicators during my tenure, today's strategy should place greater emphasis on retention, saves, shares and meaningful audience response.

If I were managing Zeta Mu socials today, I would build on the original performance insights with a repeatable content ecosystem:

2023–2024:
Build recognition → increase engagement → identify what makes the audience stop.

Today:
Use those insights to build a repeatable content ecosystem designed for discovery, retention, saves, shares and community.

Evolving Strategy Today

The Goal:

Move the page from simply documenting the organization to becoming a media platform that educates, entertains, showcases its members and builds community around the Zeta Mu brand.

ZM Business:

Short-form saveable education around entrepreneurship, career growth, personal branding, financial literacy and professional development.

ZM People:

Turn members into recognizable personalities as recurring characters through skits, podcast-style clips and mini-series like "Starting My business" showcasing real sorors doing real things, and building on the strongest-performing element identified during my tenure: people.

ZM News

Continue the successful headline-driven carousel format as a recurring editorial series covering chapter news, accomplishments and events.

ZM Impac:

Turn chapter initiatives like community service and outing into storytelling. Bringing viewers into highlight moments of the day in a natural way (ie quick clips, of natural interactions)