Increased reach to 578 825 people
Sofia is a professional model. She works with famous brands: MaxMara, Twinset,
Italian designer Roberto Covalli, participates in photo shoots and fashion shows.
Participant of
FashionWeek.
Cooperation period: August 2022-present
Terms: project under NDA
It is important for our client in modeling business to successfully pass the stage of Instagram account review. The quality and content of the profile influences the decision of recruiters and agencies on the offer of cooperation.
There was low reach and engagement, stable monthly unsubscribing from the profile, which was quite logical, as the profile could not retain the audience.
80% of people who go to the profile first look at the pinned stories, not posts, we paid special attention to hook the audience and lead them to subscribe to the profile.
Prior to our cooperation, fixed stories were present in the profile, but the information there (photos, videos from vacations) did not stimulate subscription.
We developed a number of anchored stories, with the help of which we revealed the model's expertise, talked about her life path, and gave useful information for the target audience.
That is, the audience not only received useful information, but also got to know the blogger and recognized themselves in the problems our client faced.
Properly filling out such elements led to a 30% conversion to subscription, instead of the 3% of men who simply subscribed.
During the first months of the collaboration we compiled the feed from Sofia's stock
photos.
At first the main wish was a darker shade of visual, but after 6 months we decided to
lighten the ribbon.
The new concept consisted of professional model photos to showcase her expertise and live photos, as the blog also covers the subject of posing for photos in everyday life.
We regularly selected references to simplify the content creation process.
Prior to our cooperation, stories were kept in the profile without any sense: just posted
photos/videos.
We introduced storytelling rubrics "Mistakes in photos" and
"References"
to
confirm the model's expertise. The informational content was diluted with storytelling about
Sofia's life story.
While Reels had previously racked up a maximum of 11K views, that's now the minimum on videos that were created by the team.
It was necessary to resuscitate the account after the gray method of promotion, because the reputation of this account in Instagram was at zero and the site did not promote the content in any way.
For promotion we chose among two options: advertising with bloggers and targeted advertising. We chose the second one, as blogger advertising is more expensive and does not give any guarantee of payback.
Most of the subscribers did not fit our new target audience, so the targeting methods were narrowed down. However, we got quite good results and the numbers speak for themselves:
The era of thoughtless photo posting is over in social media. Nowadays, you need to stand out, and mindlessly maintaining a profile will not help in promoting and retaining an audience.
Before you run any ads, you need to package your profile properly.
The better it is packaged,
the higher the conversion to a targeted action from the advertisement will be.
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