I don’t chase vanity metrics. I chase what actually grows a brand – here’s the receipts.
A confectionery brand based in the UAE came to me with a quiet, mostly-local Instagram page. Three months of consistent, Reel-first content later, the numbers tell the story better than I could.
How each platform moved, month over month
I track the same core metrics everywhere, so it’s obvious at a glance where the strategy is working and where the content needs to shift.
Reels carried the account — non-followers made up over 90% of views most months, putting the brand in front of new people every week.
TikTok
Video views nearly doubled from June to August, with reached audience growing faster than any other channel in the final month.
Facebook stayed the smallest channel by design, but net follower growth held steady at +24 for two months running.
Used to reach retail and distribution contacts rather than consumers — impressions grew more than 2x across the campaign.
What the audience actually watched
Instagram’s content breakdown made the priority obvious: short-form video did almost all of the work.
Who the content reached
Understanding the audience shaped everything from posting times to the tone of the captions.
Gender split
The core audience sits between 25 and 44 years old, together accounting for around two-thirds of followers.
Top markets by audience share
What I focused on
Nothing fancy. Just the things that actually move numbers.
Reels first
Short-form video became the backbone of every platform, since it consistently outperformed static posts and stories.
Consistent measurement
The same core metrics get tracked monthly across all four platforms, so every decision is based on what’s actually moving.
Regional focus
Content and calls to action were tuned toward the UAE and Saudi Arabia, the two strongest markets throughout the campaign.
Want results like these for your brand?
I manage Instagram, TikTok, Facebook and LinkedIn as one connected strategy — not four separate accounts.
Start a conversation