CEO‘s POV: Why I Started English Social Media

Hello everyone, this is my first post on English social media.

Compared to the nerves I felt when I recorded my first Chinese social media video, I am much calmer this time. Since this is the first piece in this series, I want to take this opportunity to briefly explain why I decided to launch my English social media presence.

Simply put, it comes down to the OKR (Objectives and Key Results) management system we use internally at Globevisa. Every three months, myself and my roughly 30 direct reports must set and achieve our own OKRs.

The Past Three Months: From Zero Experience to Exceeding Expectations

Over the past three months (May through July), one of my core objectives was to personally run my Chinese social media accounts. At the time, I set three key results:

● Publish one video every day;

● Generate at least 100 qualified leads;

● Close at least one deal.

Before setting this objective, my social media experience was practically zero. I had never used TikTok, and my total time spent on Xiaohongshu (Little Red Book) was about three hours. So, why did I set this goal?

The reason is simple: it stems from my consistent management style—leading by example and getting hands-on experience.

In today's market, Globevisa is already doing quite well with paid advertising, but we also need to acquire clients through high-quality organic content. When my marketing team didn't know how to produce the most effective social media content, my management approach was straightforward: if you don't know how to do it, you learn how to do it.

When we reviewed our performance in early August, I had indeed managed to upload an unedited, roughly 10-minute video every day for the past three months. No professional styling, no post-production editing—just my face in front of the camera, talking directly about our business. The result? By the end of July, I had generated 150 qualified leads and successfully signed three clients across five programs (including 2 Citizenship by Investment programs, 2 U.S. EB-5 programs, and 1 Portugal Golden Visa). This outcome far exceeded my initial expectations.

The New Quarter's Challenge: My Four New Objectives

Today is August 2nd, and I have finalized my new OKRs for the next three months (August, September, and October). I usually set two to three objectives, but this time, I gave myself four:

● Objective 1: Try Chinese livestreaming. I plan to start livestreaming on Chinese platforms, with the goal of closing $1.5 million USD in deals.

● Objective 2: Launch English social media operations. This is exactly what you are looking at right now. To be honest, my confidence in this objective is almost zero. I only have three months of experience in Chinese social media, and I am not very familiar with the cultural and social nuances of the English-speaking world. Furthermore, my content is constrained by my English proficiency. You might not know this, but my Chinese communication skills are top-tier in China, which is one reason I can do well on Chinese platforms; English, however, is a totally different story. Still, considering that more than half of Globevisa's offices are located in English-speaking countries, as the CEO of the Group, I must try and learn, regardless of the results.

● Objective 3: Launch our corporate immigration brand, Path Global. In September, we will officially launch our new corporate immigration brand. This business will be led by a highly experienced new Indian CEO whom I have known for a long time, and we will be driving this project forward together.

● Objective 4: Complete organizational restructuring. This is a daunting task. Currently, Globevisa operates about 180 programs, and that number will very soon increase to 300. With this rapid expansion, our existing organizational structure is in urgent need of an overhaul. While this is currently a major headache and I don't have a definitive solution yet, I will do my absolute best to resolve it over the next three months.

About Me and Globevisa Group

The beauty of the OKR system is that it sets ambitious challenges, not rigid KPIs that must be blindly met. Most of the time, I manage to achieve about half of my objectives. If I can somehow miraculously accomplish all four this time around, I will be incredibly proud—I might even "show off" about it every day.

Finally, a brief introduction for new friends:

I am the father of boy-girl twins and recently finished a 100-mile ultra-trail marathon. I entered this industry 27 years ago, and 24 years ago, my partner Melvin and I co-founded Globevisa Group. Today, we have established over 50 offices worldwide and served more than 120,000 clients.

That's me, and that's Globevisa. Thank you.