Anastasiia Malkina, an event director at Social Stars and creative director of events at Rocketech, started her career in this field in her 20s. With an education in law, experience organizing private VIP events, and working in the premium events industry, she developed a structured approach to event planning and high-end client services. Her recent move to the United States opened new avenues for working with audiences and events: now, she also helps locals and tourists navigate New York City through her blog, offering access to exclusive locations and events.
Anastasiia Malkina shared insights on how she used event management strategies and unique content creation to grow her social media audience – from 50,000 to 600,000 followers in less than a year.
Event Management Experience That Influenced Blog Growth
Anastasiia Malkina has been working in the event planning industry for several years. At the age of 20, she began her career in the event planning industry, building professional connections, organizing exclusive events, and refining her skills in managing interactions and establishing valuable business contacts. She started with exclusive events and VIP conferences and meetings, and then gradually improved her approach to planning high-level events by analyzing the local audience. Unlike corporate and service events, organizing VIP events requires a different set of skills:
– Event concept development and planning.
Anastasiia Malkina helped clients define the format of their event, discussing unique themes and structuring event coordination with detailed scheduling.
– Location scouting and venue preparation.
Finding exclusive venues that match the event’s level is a crucial aspect of VIP event planning. Many locations, such as private clubs, luxury restaurants, and historic galleries, require early reservations and meticulous planning.
– Contractor coordination and vendor management.
Working with premium catering companies, hiring top-tier bartenders, sommeliers, and hostesses significantly affects the event’s overall experience and exclusivity.
– VIP guest management and confidentiality.
High-end events require strict confidentiality. Anastasiia Malkina ensured privacy protocols were in place and facilitated exclusive services for distinguished guests, including rare dish selections, private transportation, and personalized guest experiences.
– Financial and operational oversight.
Her responsibilities included budget management, cost optimization, contract negotiations, and team coordination during events.
From April 2014 to September 2024, Anastasiia Malkina also worked at the personal brand development agency Social Stars. She started her career as an event manager and soon became an event director. There, she became a pioneer in data-driven methodologies in influencer marketing. Her experience significantly improved campaign efficiency, budget distribution, and audience targeting strategies.
Understanding the U.S. Market
Anastasiia Malkina focused on how to create engaging and valuable content for the American audience, considering her event management and business background. The first step was analyzing audience behavior.
According to Statista, by 2024, the number of social media users in the U.S. reached 304 million, with a projected increase to 330 million by 2029. This underscores the high level of engagement on digital platforms. A deeper analysis of user behavior on so, media revealed key insights:
– American audiences prioritize authenticity and direct engagement with content creators. Followers expect personalized interactions and opportunities to participate in discussions. Providing spaces for feedback, active comment sections, and community engagement enhances audience retention.
– Niche content attracts a more loyal following than generic topics. General posts about life in the U.S. do not resonate with local audiences. However, exclusive insights on hidden spots, events, and premium services in New York City have proven highly engaging.
– Short videos, such as Instagram Stories, are effective for grabbing attention and directing users to long-form content. By leveraging the “Explore” section, users discover valuable content and transition from casual viewers to regular followers.
Additionally, addressing the needs of immigrants and tourists in the U.S. became a crucial part of Anastasiia Malkina’s content strategy:
– Adaptation and integration: People seek guidance on settling in a new country, learning the language, and understanding cultural nuances.
– Community building: Many newcomers look for interest-based or nationality-based communities for advice and support.
Understanding all these aspects helped Anastasiia Malkina build a content strategy. She started publishing lengthy posts about life in New York City, telling not only well-known facts but also directly sharing information about valuable services for health, beauty, and recreation, showing closed and little-known locations that help people spend time and get acquainted with the city. What is not at the top of Google Maps appeared in her blog and interested both foreign audiences and locals.
Applying Concierge Service Principles to Digital Growth
Concierge services played a crucial role in her digital growth strategy. With her event management and branding experience, Anastasiia Malkina understood the importance of providing personalized, high-end services to build audience loyalty and engagement.
She integrated concierge-style experiences into her blog, differentiating herself from competitors and offering premium engagement:
– Exclusive subscriber privileges: Creating a private section for her community, offering curated content, direct Q&A sessions, and networking opportunities.
– Personalized content recommendations: She tailored her content to readers’ preferences by analyzing audience behavior, providing them with content most relevant to their interests. New Yorkers themselves don’t always know about the best places to stay and valuable services in their city, so as an event organizer and concierge with experience, she began to explore the city and share her own insights.
– Direct communication through premium newsletters: Providing exclusive insights similar to a high-end concierge service boosted engagement and retention.
Applying concierge service principles to digital strategy helped expand her audience, offering a unique, premium interaction experience. In less than a year, her follower count skyrocketed from 50,000 to 600,000 through a content-driven and service-oriented approach.
Using Event Management for Audience Growth
Event management experience played a vital role in expanding Anastasiia Malkina’s audience. She applied strategies from VIP event planning and participation in high-profile conferences, including Step Dubai 2024 and Token 2049 Dubai.
Key event management strategies she implemented in her blog:
– Live engagement: Hosting online sessions, webinars, and networking events increased audience interaction.
– Collaborations with influencers and services: Partnering with U.S.-based venues and services helped expand her reach and deliver targeted content.
– Exclusive offline events: Organizing private subscriber meetups and facilitating exclusive events strengthened community trust and engagement.
Key Takeaways and Insights
A strategic combination of market analysis, personalization, event management, and social media tactics allowed Anastasiia Malkina to increase her blog audience tenfold.
Key insights for bloggers:
– Understand your audience: Use analytics tools to study demographics and engagement patterns.
– Create a VIP experience: Exclusive content and personalized engagement enhance audience loyalty.
– Host online and offline events: Webinars and in-person meetups strengthen community bonds.
– Leverage cross-posting: Tailor content for each platform and repurpose content effectively.
– Diversify revenue streams: Combine brand partnerships, subscriptions, and event-based monetization.
Moving to the U.S. accelerated her blog’s growth, but real success stemmed from a data-driven, strategic approach. By integrating event management techniques, concierge services, and digital marketing, Anastasiia Malkina transformed her blog into a powerful digital platform.
