SOCIAL MEDIA LOCALIZATION

Marketing

A screenshot from Xiaohongshu that reads (left) “Wǒ zuò gēlúnbǐyǎ fàn/ I make Colombian food” and “Sān nián hòu de wǒ de shā shā wǔ jìn zhǎn/My salsa dance progress three years later”.

2022–Ongoing

Over the last few years, I have worked with translators to adapt content for multilingual audiences. In my own practice, I have taken time to learn Spanish, Urdu, Hindi, and Mandarin.

INSTAGRAM & TIKTOK

As part of my regular Tiktok and Instagram content, I feature New York City lifestyle and dance content. I regularly attend Latin American cultural events to inspire my audience to connect with their community.

Although my main target audience is young Latin-American audiences, I live in a predominantly Caribbean-Pakistani community in Brooklyn, so I sometimes highlight South Asian and Caribbean pop culture, in addition to my regular Spanglish content. My first viral video featured highlights from my neighborhood’s Pakistan Independence Celebration on Coney Island Avenue. The video to date received over 4k likes. I wanted to create a special thank you video featuring Urdu-language subtitles. I took clips featured from the original video including footage from my followers to engage with new followers.

XIAOHONGSHU

Amid uncertainty regarding Tiktok, like many users, I joined Xiaohongshu (Little Red Book or “Red Note” as a #TiktokRefugee. While many users left, I continue to use the app to learn and practice Mandarin.

English Language Thumbnails

Mandarin Language Thumbnails

While I am still practicing characters, I am learning Mandarin grammar with Latin characters. These are two examples of sentences that read “Wǒ zuò gēlúnbǐyǎ fàn/ I make Colombian food” and “Sān nián hòu de wǒ de shā shā wǔ jìn zhǎn/My salsa dance progress three years later”. The thumbnails use a mix of English and Mandarin, and they use Xiaohongshu’s design features.

MEMES

Onijah Robinson “The American Woman in Pakistan”

During late 2024, 33-year old New Yorker Onijah Robinson flew to Pakistan to marry a 19-year old man, but when the marriage plans fell through, she refused to leave the country until she received money from the government. This sparked a series of memes online featuring quotes from Onijah’s press conferences.

I created Valentine’s Day cards inspired by clips from the viral press conference.

As of March 19, 2025: the illustrations have 225 interactions on Instagram

97 shares
95 likes
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2 comments

TRAVELING EXHIBITIONS

About the Rubin Museum of Himalayan Art’s Traveling Mandala Lab

Inspired by powerful Buddhist principles, the Mandala Lab features five thought-provoking, playful experiences—including videos, scents, sculpture, and curated percussion instruments—that guide you along an inner journey focused on self-awareness and awareness of others. See, smell, touch, and breathe your way through the space, designed to inspire connection, empathy, and learning.

—The Rubin Museum of Himalayan Art “Mandala Lab”

In 2022, the Rubin created a traveling version of New York City-based installation of the Mandala Lab. The exhibition has traveled, so far, to three European cities including Bilbao, London, and Milan.