Designing an editorial layer for a short-form commerce program

Context

• The affiliate program already had established channel identities, dozens of published videos, and a growing commerce operation.
• The next challenge was content balance. If every post was primarily transactional, the channels risked becoming little more than sales feeds.
• Management wanted to introduce more editorial value into the mix, particularly around technology and consumer topics, while keeping the content compatible with a short-form social environment.

My role

With a background in editorial and digital publishing, I was responsible for developing the editorial side of the program. My scope covered content strategy, topic development, and scripting. A separate affiliate team continued to manage production, shoots, publishing, and the broader commerce operation.

Approach

• Developed a framework for recurring editorial content alongside affiliate-led posts
• Built a planning sheet combining evergreen topic ideas with time-sensitive technology moments such as major product launches
• Created more than 50 potential editorial topics for future development
• Wrote the first 20 short-form scripts to establish tone, structure, and repeatable content patterns
• Designed the material for use across TikTok, Instagram Reels, and YouTube Shorts

Outcome

The project left the affiliate team with a ready-to-use editorial framework, more than 50 developed topic ideas, and 20 starter scripts that could serve as the first production batch and a reference point for future content development.