I ran four content experiments, gathered 22 million views, and found something I didn't expect.
I Kadek Aris Darma Yuda, Social Media Specialist. I built four content accounts from scratch, across two platforms, with no team and no big name behind me.
- 22M+
- total views
- 4 accounts
- 2 platforms
- ~16K
- followers, from zero
Combined active period: October 2024 to January 2026.
About
Hi, I'm Yuda
I'm a fresh graduate in English Education from Markandeya University. What I love most about the world of content is the process: turning an idea into a finished piece of work. There are always challenges along the way, and that is exactly where I enjoy it, because challenges push me to look for the best possible result.
For me, this is not just a job, it is a craft. When I create, I naturally push for the best result within whatever limits I have. My way of working covers the whole process: from developing the idea, content production, video editing, graphic design, and copywriting, to running Meta ads and reading analytics to see what works and what needs improving.
Skills & tools
Content ideation, video editing, graphic design, copywriting, Meta ads, and analytics.
I am looking for a place that gives me room to create and grow, and in return I am ready to deliver content that is not only engaging to look at, but also measurable in results.
Gallery
A selection of my work
A few examples of work from my time at Markandeya University.
Promo video 
Graphic design 
Graphic design
Case Study 01
Four accounts, two platforms, one finding
Between late 2024 and early 2026, I built four content accounts from scratch as a personal experiment. There are two brands, Ruang Kisah (short stories) and Ruang Fakta (interesting facts), each on TikTok and YouTube Shorts. I did all of it myself: research, scripts, visuals, editing, and analysis.
One thing makes this data cleanly comparable: the videos I uploaded to TikTok and YouTube are identical. So when the results differ, the cause is not the content, but the platform.
| Brand | TikTok | YouTube Shorts |
|---|---|---|
| Ruang Kisahmeaningful short stories | 3.5M views6,295 followersactive Oct 2024 to Jan 2025 | 344K views2,290 subscribersactive Oct to Nov 2024 |
| Ruang Faktainteresting facts | 2.8M views560 followersactive ~Nov 2025 to Jan 2026 | 15.6M views6,850 subscribersactive Oct 2025 to Jan 2026 |
You can check every number above directly on the accounts:
Finding 1: The best platform flips depending on the type of content
Because the videos are identical, I can directly compare how each platform treats the same content. Facts content spread about 5.5× wider on YouTube Shorts than on TikTok (15.6 million vs 2.8 million views). Story content was the opposite: about 10× wider on TikTok than on YouTube (3.5 million vs 344 thousand views). Facts take off on YouTube, stories take off on TikTok. Yet the videos are exactly the same.
Finding 2: Reach is not loyalty
I am writing this as an observation from my own accounts, not proof. Facts and story videos are different from each other, so it is not as clean as Finding 1. From the data I have, story content turns viewers into followers far more effectively than facts on both platforms: 0.18% and 0.67% for stories, compared with 0.02% and 0.04% for facts. People watch facts out of brief curiosity and then move on; they follow storytellers because they feel connected. Big reach does not automatically become a loyal audience.
An interesting anomaly
One facts video on TikTok reached 1.6 million views, yet the account gained only 560 followers. In my view, the content had strong appeal. The hook was good and captured attention, but the content was not designed to turn viewers into followers. That video had no CTA (call to action) inviting people to follow the account, so viewers enjoyed the information and moved on to the next video. Its virality succeeded in creating awareness and views, but not follower conversion.
What I learned
I stopped Ruang Kisah once I realized that TikTok views cannot become income without a commercial path, while production costs were real. That was a business decision, not a lack of ideas. The most important lesson: reach, loyalty, and revenue are three different goals that demand different strategies. Viral content does not necessarily build a community, and a community does not necessarily generate money.
Case Study 02
Running social media at Markandeya University
February 2024 - July 2026
At Markandeya University I handled the entire social media workflow. Not one specific task, but the full sequence from idea to evaluation. The focus of this section is not numbers, but how I work.
Scope of role
The difference from a personal account: here I work within the limits of an institution. Every output follows the brief, keeps the campus brand consistent, and goes through coordination and approval before it is published. There is less freedom, and that is exactly where the discipline comes from: the result must stay neat and consistent even when it is not my own taste.
So besides being able to build accounts of my own from scratch, I am also used to working for an organization.
Contact
Let's talk
If there is an opportunity that fits, or you simply want to say hello, I'd be glad to hear from you through any of the channels below.
- linkedin.com/in/arisdarmayuda