About

What’s rad?

Reel Action Digital is built on a single insight , every business has a content genre that grows its audience organically. We find it.

Our approach

We lead with organic.

rad is one of the few social media specialists with a genuine focus on organic content: content that earns its views without paid advertising or boosting.

Why does that matter? Because social media algorithms actively limit content that doesn’t earn engagement on its own. If your content isn’t performing organically, the platform simply won’t show it. And if you’re already paying for views on top of that, you’re paying more for less, because paid content is still scored against the same organic signals. Ask any Meta or TikTok specialist who’ll be straight with you.

People are also increasingly turning to social media to discover new businesses, services and people to hire. If they land on a dead account, or you’re not there at all. That’s revenue walking to someone who is.

We don’t just keep your account active. We build content that gives your business a distinct identity, turns followers into loyal customers, and creates advocates who come back, and bring others with them.

The rad story

From photography studio
to social media specialist

Reel Action Digital grew out of HJ Media, a business Hugo built on five-plus years of commercial photography. Good eye, good gear, and a real understanding of what makes a visual land. But one thing became clear fast: on social media, short-form video is what actually moves people. Not stills. Not long-form. Short, watchable video that earns the stop.

Hugo, founder of rad
Hugo, founder of rad

Hugo's particular strength is getting people talking to camera naturally. Not stiff or over-rehearsed. Real conversations that let your audience feel like they genuinely know the person behind the business. That familiarity is what builds trust, and trust is what converts a follower into a customer. It's the difference between a business people scroll past and one they actually reach out to.

After two years producing short-form content every day for clients across professional services, trades, finance and community work, we've built a recipe for content people actually stop and watch. We've also worked out how to make you feel relaxed and look natural in front of a lens, which for most people is the hard part.

Hugo still shoots photography on the side, with regular contributions to NZV8 and NZ Performance Car magazine alongside other commercial work. But the main game is short-form content, and helping businesses build an audience that actually grows.

5+
Years of industry experience
1M+
Views across rad managed accounts
Proven recipe
Hook, format, cadence. Identified for your audience and built into every piece of content we produce.

How we work

What every client gets

Built around your audience

We don't produce content to fill a calendar. Every piece is built around the formula we've identified for your specific audience. The format they watch, share and follow.

Transparency

Performance reviews show exactly what is working and what is being adjusted. Clear pricing, clear communication, no surprises.

Organic first

We lead with organic content because it proves what actually works. Once a formula earns reach on its own, paid amplification becomes a smart, lower-risk next step. We advise on that when the time comes.

As featured in

Press and recognition

Reel Action Digital (formerly HJ Media) has been featured by the Tauranga Business Chamber for helping local businesses improve their online presence and organic reach.

Read the feature

Common questions

Before you reach out

Book a free 15-minute call , no obligations, just a conversation about whether Reel Action Digital is the right fit.

Book a free call
How much does it cost? +

Our packages:

  • Social media (Everything), where we handle the shoot, is from $1,899 +GST per month, reducing to $1,699 +GST from your fifth month.
  • Social media (You Shoot), where you film and we take care of the rest, is from $959 +GST per month, reducing to $899 +GST from your fifth month.
  • The Reels one-off shoot is $799 +GST with no ongoing commitment.
  • Photography (half or full day) starts from $399 +GST.

Stay past the four-month minimum and both retainers drop automatically. No renegotiation, no re-signing, and the lower rate holds for as long as you're with us.

Every client gets a tailored quote after the initial call.

What platforms do you manage? +

Both retainer packages cover Instagram, Facebook and TikTok, with up to 20 videos a month posted around four times a week on each platform, some of it cross-posted.

We don't currently offer LinkedIn management. The LinkedIn algorithm operates very differently to other platforms and requires a distinct content strategy to be effective. Including it as a bolt-on to these packages wouldn't do it justice.

How long until we see results? +

There's usually a teething period early on while we fine-tune your specific strategy and brand. During this time you may see outliers in both directions, some content performing unexpectedly well and some underperforming. That's normal and expected.

By the two to three month mark we'll typically have enough data to see which formats and topics your audience responds to, and the strategy tightens from there. Meaningful, compounding results generally take around six months of consistent posting. Organic reach builds on itself, and an account needs that runway to show what it can do.

Do you work outside Tauranga? +

Yes. Social media management is done remotely, so rad works with businesses across New Zealand and internationally. For photo and video shoots we're based in Tauranga and travel within the Bay of Plenty and beyond.

Shoot travel within 30km of Tauranga is included. Beyond that we'll quote the travel upfront.

What is the minimum commitment? +

Both retainer packages have a four-month minimum. This isn't arbitrary. The first months are where we dial in your content strategy, learn your brand, and edit the first batches of content to a standard we're confident in. Cutting that short doesn't give the process a fair chance.

Free cancellation outside the minimum sign-on period. Once the four months are up you can cancel at any time with one full calendar month's notice, at no cost. Payment frequency is separate and flexible: bi-annual, quarterly, monthly or fortnightly.

Cancel inside the first four months and an early cancellation contribution applies, calculated at half the retainers remaining in the term. It covers the setup and strategy work front-loaded into those months, and it doesn't apply if you're leaving because we haven't held up our end.

The Reels one-off shoot has no ongoing commitment.

What’s in the performance report? +

A quarterly performance review is included in your retainer, and you can request them more often as an option.

Unlike the dashboards you’d get from a paid ads specialist, which are built around spend metrics like cost-per-click and return on ad spend, ours focuses on the metrics that actually matter for organic reach: whether your content is being seen, whether it is holding attention, and which formats and topics your audience responds to.

The goal is to tell you what's working and why, so we can build more of what your audience responds to and cut what it doesn't.

Most paid ads reports tell you what your money is doing. Ours tells you what your content is doing.

Do we approve content before it goes live? +

We approve content in batches. Before anything goes live, a batch comes to you for approval. Once you've approved it, everything in that batch is cleared to post.

If you'd prefer to approve every individual piece of content before it goes live, we can set that up as a paid add-on. Just let us know upfront and we'll build it into the workflow.

Do you run paid advertising or boost posts? +

Our focus is organic content. We advise waiting until there's a solid dataset of content to sample and judge performance from before moving into a paid ads campaign. Paid spend on content that hasn't proven itself organically tends to underperform and cost more.

If you already work with a Meta or TikTok ads specialist, we'd love to collaborate. We can create a run of videos fine-tuned specifically for paid application to feed into their campaigns.

Content we produce is licensed to you for organic use on your own channels. If you want to run it as a paid ad, that's easy to arrange, just flag it with us first.

What if we are not sure social media is right for our business? +

That's what the free call is for. We'll look at your business and tell you whether organic content marketing is the right move, and if it is, what formula we'd build around. If it's not the right fit, we'll say so.