NITESKÜL began as a lecture-based event series for creatives, selling nearly 400 tickets in its first three months and forming early partnerships with APT200, Family Ties Workshop, and DJ Depot. But by month three, it became clear that weekly ticket sales weren’t sustainable. Our most-viewed recap, which reached 61K on Instagram and brought in over 2,100 followers, showed us that what resonated most wasn’t the lecture, it was the hands-on experience.

That insight sparked a full pivot. We began testing shorter, more intentional content formats and transitioned toward a membership model launching in June. Over three months, we grew Instagram to 3,336 followers. In month four, we introduced story automation and interactive polls, leading to two story posts hitting 1,600 and 1,400 views in a single day roughly 50% of our total audience. These stories drove form submissions, increased engagement, and confirmed that interaction, not just visibility, was the key.

On TikTok, our first video hit 16K views and brought some growth, but it wasn’t until we applied viral hook structures and content formatting in our latest video that things shifted. That recent video hit 38K views organically, brought in over 1,000 followers in 72 hours, and drove 3,400 likes, 1,323 saves, and 100+ comments.

We’ve proven that strategic content can outperform paid media, and we’re using those insights to shape a scalable membership model projected to generate $225K+ by 2026 with systems built to expand city by city.