Case Study: Social Media
Headline numbers
Month by month
Choose a measure, then view it as a timeline or compare the years.
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The page started from zero, in a niche small enough that there was rarely enough relevant content to fill a regular posting schedule. Growth had to be 100% organic, so every bit of reach had to be earned by the content itself.
A fixed posting calendar doesn’t work when relevant content can’t be counted on, so the strategy rested on four things instead:
- Branding: a consistent, recognizable look and voice, so every post was clearly from the page.
- Sourcing unique content that followers couldn’t find elsewhere.
- Speed: publishing faster than competitors when news in the niche broke.
- Added value: each post came with additional data and linked sources, making the page the most complete place to follow the topic.
Each month’s results were reviewed to see what drove views, visits and clicks, and the approach was refined to match.
Sole creator and manager: I built the page from scratch and ran every part of it, from branding and content sourcing to publishing and performance tracking.
- Built from scratch to monetization: the page was approved for platform monetization.
- 100% organic: no paid promotion.
- Passed one million views in Year 2 (about 1.09 million).
- Link clicks tripled: about 2,000 in Year 1 → 6,200 in Year 2.
- New follows nearly doubled: about 1,240 → 2,380.
- Page visits reached about 47,000 in Year 2.
- Reach came in bursts, and fast publishing paid off: campaign months reached up to 7× a typical month. In Year 2, 18 days passed 10,000 views, and the ten busiest days brought in about a third of the year’s views.
- Year 3 (nine months so far): more than 555,000 views; 12 days have already passed 10,000 views.
A year in reach
Client #1: daily views on social media. Each square is one day, numbered from the start of the year. Darker squares mean more views.
Squares run in columns of seven days, starting at Day 1. Days are numbered instead of dated to protect client confidentiality. Views are rounded to the nearest 10.