Social Media Marketing
TheCuriospot is a digital storytelling platform with a sharp, specific purpose: take the world’s most fascinating mysteries like mythology, lost history, paranormal events, and ancient conspiracies, and present them in one place in a validated, structured, and actually readable way.
Think Bermuda Triangle, Lonar Lake, Ajanta & Ellora Caves, Indian mythology, and real-life paranormal investigations. One platform, curated stories, built for people who want real answers to history’s strangest questions.
The platform runs on a subscription model and comes with a geo-tagged mobile app, which is a genuinely interesting product feature where users can drop a pin on any location and surface mystery stories tied to that place. Walking through Hauz Khas? The app tells you what happened there. Visiting Lonar? There’s a story for that.
The founder, Sukhvinder Kaur, had a clear vision: build a global community of curious readers (history buffs, mythology enthusiasts, archaeology students, competitive exam aspirants) and convert them into paying subscribers. Social media was going to be the primary vehicle for that.
When TheCuriospot came to Justwords in April 2025, they had a presence on Instagram. What they didn’t have was a strategy, a brand identity, or content that was doing any real work for them.
TheCuriospot had a content problem masquerading as a distribution problem. They were already using AI to generate images and create story-based content, but without brand consistency, a visual identity, or a strategic framework for what content should do what job. The grid had no coherent look. There were no brand colours. No content series. No reason for a stranger landing on the page to stay.
The platform also had an audience ambiguity problem. The content had genuine global appeal. But the path to that audience wasn’t clear. And the domestic Indian audience (the more accessible one) hadn’t been properly activated either.
Then, there was a creative capability question. The client specifically wanted to test whether Justwords could work with AI generation tools to produce content at scale. That meant actively using tools like Sora and Gemini to build something visually distinctive.
So the brief was really three things at once: build a brand identity, build a content engine, and prove that AI-assisted content creation could deliver real results.
Build the brand before building the audience.
The temptation with a content-first platform is to post constantly and figure out the brand later. We did the opposite. Before volume, we established visual consistency – a defined colour palette (teal and gold, visible throughout the grid), a typographic style, and a content architecture that gave the page a clear identity. The reasoning: in a discovery-driven category like mystery and history content, first impressions determine whether a new visitor follows or scrolls past. A chaotic grid loses people that a good post just brought in.
Treat organic engagement as infrastructure.
Most brands with ad budgets lean on paid reach and treat organic as secondary. We inverted that. The primary growth engine was a deliberate, daily organic engagement strategy. That involved commenting from TheCuriospot’s account on content related to the same topics we were covering and appearing in conversations where the target audience was already present.
The logic was simple. A comment on a Lonar Lake video that says “there’s a deeper story here; we covered it” reaches exactly the right person, at the exact moment of relevance, for zero spend.
This required real human effort. 2–3 hours daily of targeted engagement across Instagram and topic-matched community building. And it worked.
Use AI tools on the content, but not as a shortcut.
TheCuriospot came to us partly to see what we could do with AI generation tools. The answer was: use them properly. We used Sora for AI video generation and Gemini for image creation, but always with a clear brief, brand guidelines in place, and human creative direction. The tools handled production speed. The strategy, the storytelling logic, and the quality control remained with human designers. This distinction matters because AI-generated content without a content strategy is just faster noise.
Create anticipation.
For Reels, which became the platform’s highest-performing format, we built a pre-release ritual. A few hours before a Reel went live, we created a sequence of Stories that would go up teasing the topic with context, clues, and a hook. By the time the Reel published, the existing audience had been primed. They came ready to engage, which signalled the algorithm to push the content further. It’s a simple discipline, but very few accounts do it consistently.
Brand & Visual Identity
AI-Powered Content Production
Organic Community Building
Content Series & Formats
Performance Marketing
In a 4-month engagement starting in April 2025, TheCuriospot went from a little-known social media presence to a rapidly growing community.
What TheCuriouspot engagement proved, and what it proves every time, is that organic growth on Instagram is still very much available to brands willing to do the unglamorous work. Commenting for two hours a day on the right content. Building a pre-release ritual for every Reel. Maintaining brand colours across 50 posts. None of it is complicated. Very little of it is exciting. All of it compounds.
The 2,500 followers TheCuriospot has today are not passive numbers. They are curious people (the exact audience the platform was built for) who followed because the content earned it.
If you are building something with a genuine audience to find (a content platform, a niche product, or a subscription business) and your social isn’t doing that job, we can fix it.
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