the setup
When I joined NVIDIA's developer communications team, the content operation was overloaded in the wrong places and the strategy was lagging behind the latest formats and platforms. LinkedIn and X were overflowing with posts, with insightful technical updates buried under corporate thought leadership. Instagram was a dormant handle with 14K followers and maybe a monthly post. YouTube had no shorts presence. Short form video for developer audiences basically didn't exist across the board. The frameworks in place led to overposting on some platforms and completely ignoring others.
the shift
The first move was subtraction. By doing a content audit and discovering what wasn't working, I pushed to reduce the volume of low-performing corporate posts and redirect resources toward platforms and formats that actually matched how developer audiences consume content in 2025. That meant meeting people where they already were — short-form video, algorithmic feeds, mobile-first — instead of trying to drive clicks back to blog posts and register for event sessions.
The Developer newsletter came out of that same instinct. We had a constant stream of technical blog posts, and the existing approach was to do individual social posts for each one. This led to cluttered feeds that algorithms deprioritized. I pitched, built, and ran a developer newsletter that aggregated the best technical content into one place. This previously non-existing, targeted lever is now at 400,000 subscribers.
Instagram was a platform that lacked attention due to overindexing on more traditional text based platforms. I had experience building video-first social from my previous role, and I recognized an opportunity. Jensen Huang's keynotes and speeches receive millions of views from third party press and clip channels, so why not beat them to market and clip them ourselves? Beyond clipping, I filmed and edited original short-form videos breaking down AI topics and model releases in a casual, approachable way. A big part of this was volunteering for jobs to have the opportunity to coach colleagues on engaging hooks and casual, direct speaking.
I also overhauled how we measured success. The existing reporting structure placed heavy emphasis on tracking metrics like blog clicks and follower counts. Today, social media is almost entirely recommendation based, so I advocated for metrics that algorithms actually reward. I shifted the emphasis toward engagement rates, video views, and shares, building a new reporting structure and sending monthly reports to a few hundred stakeholders. This allowed for better insights into performance to understand what was working and what was not.
These strategies carried over into conference coverage. I created content for GTC, NeurIPS, PyTorch Conference, Supercomputing, and CES — filming, editing, and producing on the ground. A lot of the highest-performing posts of the year came from videos shot at these events, which reinforced the broader bet on video-first, vertical-first content.
the results
In the first year: 400k newsletter subscribers. Instagram grew from 14K to 72K followers with 5.33 million video views — a 2,378% year-over-year increase. Across all developer channels, impressions grew 167%, engagements 154%, overall video views 594%, and followers 133%.