Project overview
This independent restaurant is known locally for its brunch and seasonal dinners. Its Instagram had lovely photography but low reach.
The owners wanted more local people to discover them without spending hours on content.
Great food, low reach
Three things limited growth:
Photos only
Still images were reaching fewer people than short video.
Inconsistent posting
Posts came in bursts during quiet weeks and stopped when busy.
No local push
Most followers lived far away or were other businesses.
What success looked like
- Double engagementwithin 90 days.
- Grow a local followingof people likely to visit.
- Drive booking link clicksfrom Instagram.
Our approach, step by step
- 1
Reels plan Week 1
Planned recurring reel formats: dish of the week, behind the pass, meet the team and local events.
- 2
Batch filming Monthly
Filmed a month of reels in one session to keep posting consistent.
- 3
Local ads Weeks 3–12
Promoted the best reels to people living or working nearby.
- 4
Engage Ongoing
Replied to comments and shared customer posts with permission.
Before and after: key metrics
Instagram performance in the 30 days before vs days 61–90.
| Metric | Before | After | Change |
|---|---|---|---|
| Engagements per month | 1,900 | 5,930 | ▲ 212% |
| Accounts reached | 12k | 41k | ▲ 3.4x |
| Local followers | 2,300 | 6,400 | ▲ 4,100 |
| Booking link clicks | 420 | 580 | ▲ 38% |
The results
Engagement grew quickly once reels became the main format.
“We're seeing new faces every week who tell us they found us on Instagram.”