STORIES THAT
MAKE PEOPLE
STOP SCROLLING
I'm Michael Burlow: a social media strategist and creative producer with 5+ years building communities for entertainment brands. From drag icons to national tours, I create content that makes people stop, feel something, and keep coming back.
Launching a drag icon’s TikTok from zero to 260.2K followers and 22.1M views on a single video.
Results, not resumes.
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Launching a drag icon’s TikTok from zero to 260.2K followers and 22.1M views on a single video.
Ginger Minj, RuPaul’s Drag Race icon, had a passionate fanbase but no TikTok presence at a moment when the platform was becoming essential for cultural relevance. I built the account entirely from scratch: developing a content strategy rooted in her personality and performance history, producing and editing short-form video, and running day-to-day community engagement to strengthen fan relationships. The account grew from 0 to 260.2K followers and 3.8 million total likes, with multiple videos going viral, including a top performer reaching 22.1 million views. I also planned and executed the full social media campaign around her All Stars 6 appearance, coordinating content timing with the show’s release schedule to maximize reach and fan momentum.
“Michael has an incredible ability to understand a performer’s brand and turn it into content that feels natural, entertaining, and deeply connected to the audience. He built my TikTok presence from the ground up, creating a strategy that captured my personality and helped bring my fanbase into a new space in a major way.”
Coordinating the social strategy for a national theatrical tour.
The Hokus Pokus Live! National Tour needed a cohesive social strategy that could adapt city by city while maintaining a unified brand voice. I built all of the Hokus Pokus Live! socials from the ground up, starting at 0 and growing to 8,421 followers across all social channels. I developed and coordinated the full social media strategy for the 2025 tour, building pre-show buzz, crafting city-specific content to engage local audiences, and sustaining momentum across the full tour run. The challenge was turning a touring theatrical production into a social media event in every city it touched, creating urgency and excitement that drove ticket sales.
“Michael brought the kind of creative strategy and execution that every national tour needs. He launched the Hokus Pokus Live! social channels from zero, built a cohesive voice for the brand, and created market-specific content that made each city feel like its own event. He also managed brand partnership outreach and sponsorship opportunities, expanding the tour’s promotional reach beyond traditional social media. From writing press materials to coordinating the launch rollout, Michael helped shape the public-facing identity of the tour and played a major role in building buzz, credibility, and momentum from the very beginning.”
Producing multi-channel content that keeps a fintech brand human and worth watching.
At AutoPayPlus, I lead creative output across every channel: designing social content, email templates, digital displays, and branded materials, all held to tight visual consistency standards. I run video production from concept through final edit, producing content for social, internal communications, and marketing campaigns, along with graphics for the social accounts. Early content was averaging just 50 to 100 views. After shifting the content mix toward office humor and relatable, lifestyle-driven pieces alternated with educational posts, performance jumped to 1K or more views across Instagram and YouTube. That framework is still early and building, but it’s already showing clear traction. The challenge in fintech is making financial services feel warm and human. I build content that makes people feel informed, not overwhelmed
“Michael played an important role in growing our digital presence through strategic content creation. He consistently identified emerging content opportunities and developed creative strategies that increased engagement across our social media platforms.”
Running social media for a beloved Provincetown arts and events venue.
Live at the Art House is a beloved event venue in Provincetown, MA with a passionate community audience. Over the summer 2024 season, I managed all social media channels, developing content calendars, writing copy, monitoring engagement, and promoting individual events. I simultaneously managed the box office, giving me a rare full-funnel view from social discovery through ticket purchase, which directly sharpened the content strategy and made every post work harder.
“Michael brought Live at the Art House to life from every angle. He understood the venue not just as a theatre, but as a full audience experience, from social media discovery to ticketing, hospitality, live production, and community presence. He managed our social channels, wrote press releases, built branding materials, ran the box office and ticketing systems, booked and supported talent, stage managed productions, teched performances, coordinated staffing, and helped connect the venue with local businesses through sponsorships and advertising. His ability to move seamlessly between creative, operational, and production roles made him an invaluable part of the 2024 season.”
Scaling The Institute for Study Abroad’s Instagram to 6.77K followers, a 300K-view top video, and 600K+ total likes.
The Institute for Study Abroad (IFSA) needed a stronger, more consistent Instagram presence to reach prospective study abroad students and keep past participants engaged with the brand. I took ownership of the account’s content strategy, developing themes and formats around student travel, cultural experiences, and program highlights that resonated with a college-age audience. I produced and edited photo, video, and graphic content, wrote captions and copy aligned with IFSA’s brand voice, and managed day-to-day community engagement to build relationships with followers and prospective applicants. I also planned content calendars, tracked performance metrics, and adjusted strategy based on what drove reach and engagement. Under this strategy, the account grew to 6.77K followers and 600K+ total likes, with a top-performing video reaching 300K views.
“We hired Michael B. to manage and grow social media across platforms with several audiences. He also has excellent skills in video editing and graphics to enhance our content. He is always positive, has great ideas and gets work done! Above and beyond for this role and you will be very happy that you hired him- we are!”
Building a skincare influencer brand from concept — identity, visuals, and video direction.
The Ginger Derm P.A. launched as a skincare influencer brand with no existing visual identity. I took it from concept to launch-ready: developing the visual style and comprehensive branding guidelines, designing logos and branded graphic assets, and consulting on video production concepts to ensure every piece of content aligned with the brand aesthetic from day one. The result was a cohesive, polished identity that positioned the account professionally before the very first post went live — the kind of foundation that makes growth feel inevitable.
“Michael gave me the foundation of a brand that looked established before it ever launched. From logos and visual identity to 20+ branded templates, brand voice, posting cadence, and video concept direction, he created a cohesive system that made the account feel polished, professional, and ready for growth from day one.”
The thinking behind the results.
GINGER MINJ LLC · CELEBRITY ENTERTAINMENT · 5+ YEAR ENGAGEMENT
Ginger Minj, one of drag's most beloved performers and a RuPaul's Drag Race veteran, had a dedicated fanbase but zero TikTok presence as the platform became the defining space for celebrity engagement, fan culture, and viral moments. Her audience was active elsewhere, on Instagram, on Twitter, in comment sections and fan communities, but nowhere on the platform where entertainment careers were increasingly being made. With All Stars 6 on the horizon, there was a narrow window to build a new audience from scratch, establish a content identity that felt authentically Ginger, and capitalize on the attention the show's return would bring before that momentum passed her by.
THE CREATIVE SPARK