total views
Across 1,184 published stories
CMENT, meet Kidst · Social Strategist × Creative Producer × Director
Story
meets strategy.
Strategy moves.
I'm Kidst Ayalew, a social strategist and creative producer turning cultural insight into stories that grow audiences, build community and generate revenue.
↓ See the proofThe receipts
Ideas are only
half the story.
I care about the idea, but I care just as much about what happens when you put it in front of an audience.
subscribers acquired
Total subscriptions generated by published stories
stories over 100K views
Repeatable performance across both channels
monthly revenue
Generated per month across sustained periods
Performance data from Shade Alert and No Shade content led and produced at PinkNews.
Selected case files
From a blank page
to an audience.
01
Creator · Creative Lead · Strategist
Shade Alert + No Shade
Built Shade Alert and No Shade from the ground up, working out what each audience cared about, what they responded to and how each brand should sound and feel.
Social IP built from launch
Audience strategyCreative directionRevenue growth
02
Writer · Director · Creative Producer
Father’s Day + Ask the Aunties
Directed talent and shaped story from the first idea through production and post: from an independent cinematic short to a repeatable studio talk-show format for a Black queer audience.
Narrative and format direction
DirectingStory developmentTalent direction
03
Commercial Producer · Director · Editor
B+A · Rock Sound · Disney+
Worked across beauty, music and entertainment, taking briefs from idea through shoot and edit and turning them into content made for the platform.
Branded and commercial craft
Branded contentClient collaborationProduction
04
Social Producer · Camera Supervisor
MTV · Brave Bison
Concepting, scripting, interview production, multi-camera supervision and fast-turnaround delivery for entertainment audiences and global brands.
Platform-native execution
Social videoCamera workflowsPost-production
Why CMENT
Beautiful work
should keep
moving.
CMENT already makes distinctive work where sport, art, fashion, music and culture meet.
I see an opportunity to take the great work CMENT is already making and give it a longer life on social: finding the right formats, conversations and ideas to keep audiences engaged between bigger campaigns.
I am applying through social, but I can contribute beyond the channel plan. I want to help make the work too: developing treatments, directing talent and bringing commercial ideas from brief through shoot and post.
01Find the social idea inside the campaign.
02Spot the right conversations and know when to join them.
03Build formats audiences recognise and return to.
04Use performance to make the next idea sharper.
Also in the toolkit
ConceptingSocial strategyCreative productionShort-form videoTrend insightTalent directionTeam leadershipEditingClient collaboration
5+ years creating social, branded and entertainment content across PinkNews, MTV, Brave Bison, Rock Sound, Disney+ and B+A.
Selected clients & collaborators
AYALEW
Social strategist · Creative producer · Director
A social brain, in browser form
The scroll
is the brief.
I think about social from the audience backwards. What makes someone stop? What keeps them watching? What makes them come back? That's where I start.