Ethel’s | Organic Social + Growth
More visibility. More conversation. More momentum.
For Ethel’s, the opportunity was bigger than simply growing the audience. We wanted social to reach significantly more people while creating stronger interaction with the community already paying attention.
The result was a major lift across awareness, engagement, and audience action.
The Opportunity
Grow reach without sacrificing connection.
More visibility only matters if the content continues to resonate once it reaches a larger audience.
The focus for Ethel’s was to build stronger distribution while continuing to create reasons for people to engage, interact, visit the profile, and take the next step with the brand.
That meant looking beyond follower count and paying attention to the full picture: reach, impressions, reactions, comments, shares, profile activity, and link behavior.
The strategy
Expand the audience without losing people already paying attention.
The strategy for Ethel’s focused on growing visibility while making sure increased reach translated into stronger audience response.
Rather than looking at impressions alone, we treated the account as a connected system. Instagram played an important role in audience development, while the broader content strategy worked to increase distribution, encourage conversation, create more shareable moments, and move people from seeing the brand to exploring it further.
Performance guided the direction along the way. We looked at reach and impressions alongside comments, shares, profile visits, and link taps to understand not only how far the content was traveling, but whether that visibility was creating meaningful interest.
The Results
*No, those aren’t typos…
Scale that still felt connected.
The strongest result was not one isolated metric.
Ethel’s increased visibility dramatically while engagement, conversation, sharing, profile activity, and link taps all moved in the right direction at the same time.
That is the kind of growth we want to build: more people seeing the brand, more people interacting with it, and more people choosing to learn more.