Reels for Audience Growth

Highlighting the impact of Instagram Reels in driving audience growth for 151 Coffee through strategic content creation.
By: Sophia Luna
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January 15, 2025​
What can I interest you in?
Memorable Moments
652.3%
Increase in
Reach in 3 Months
1.8k
New Followers in
3 months
310.1%
Increase in Profile visits in 1 month
The Basics
Platform: Instagram
Goal: Increase awareness of 151 Coffee's by increasing audience reach through Instagram reels.
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Strategy: Create Instagram Reels targeting all people ages 18-24, to build awareness of 151 Coffee’s brand.
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Duration: September - December 2024
Examples


The Results

The Process
Creative Process:
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Analyze Instagram reel trends to develop a strategy focused on consistency, audience alignment, and family friendly content.
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Create a monthly content calendar that highlights holidays, community events, and promotional opportunities.
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Identify and feature employees whose personalities align with the tone and energy of the reels.
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Film and edit reels with attention to high-quality visuals, clear text, and compelling captions that drive engagement.
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Communicate with 151 Coffee executives to review and approve all content, maintaining alignment with the brand’s messaging and goals.
Executive Summary:
This study highlights the power of reels in driving audience reach. After becoming a client in September 2024, 151 Coffee began posting consistent Reel content in October that changed its digital presence. As reels grew from one in September to 15 in October, there are significant increases across all key performance indicators. Monthly reach surged by 381.5% in September and continued to grow, with December achieving a record high of 84,616—a 146.5% increase from November. Notably, early December featured the most successful reel, gaining 51,497 views and counting, setting a strong precedent for the month, and reinforcing the unpredictable nature of content. Despite a dip in November, the metrics rebounded in December. The data shows a clear correlation between the use of reels and audience growth and highlights the importance Instagram reels to remain top-of-mind with consumers and foster audience engagement.
Skills Used:
KPI Tracking and Analysis | Videography | Content Creation
Trend Analysis | Social Media Strategy and Execution | Trend Analysis