Autoplanet Organic Instagram.

Company: AutoPlanet

Channel: Instagram

Launch Date: May 1st 2023 – Present

Objective

The primary objective was to leverage Instagram’s unique content formats—Reels, Image Carousels, and Interactive Stories—to build brand awareness and foster engagement at the top of the marketing funnel. Instagram, as a highly visual platform, was ideal for showcasing AutoPlanet’s offerings, capturing the attention of a younger demographic, and nurturing a cold audience into one that was warm and more likely to engage with AutoPlanet’s products and services.

Campaign Design & Approach:

The organic content strategy on Instagram was designed to use highly visual and interactive formats to increase reach and engagement. By diversifying content across Reels, carousels, and stories, we aimed to keep the audience engaged with a variety of informative and visually appealing posts.

Strategy:

Content Types:
- - Instagram Reels: These short, engaging video clips were used to spotlight key vehicle models, capture customer testimonials, and share behind-the-scenes content. Reels provided a way to connect with users quickly, often through trending audio and creative visuals.
  - Image Carousels: Carousels allowed for storytelling, such as step-by-step guides to purchasing a vehicle, “Top Picks of the Month,” and “Did You Know” automotive facts, making them highly shareable and informative.
  - Interactive Stories: Stories were used to run polls, Q&As, and quick tips on car maintenance and vehicle financing. This format was effective for real-time engagement and getting immediate feedback from followers.
Posting Frequency & Timing:
Consistent posting schedules, targeting peak Instagram usage hours, ensured that our content reached the maximum number of users. Posts were strategically scheduled to capture the morning, afternoon, and evening traffic, aligning with when our audience was most active on the platform.
Audience Engagement:
Each post and story encouraged interactions, including likes, comments, shares, and story responses. By incorporating interactive story features like polls and questions, we built a more engaged community and encouraged dialogue with our audience.

Results:

The organic Instagram campaign delivered impressive results, as illustrated by the attached metrics. Here’s a detailed analysis of the performance:

Reach:
- - Total Reach: The campaign achieved a reach of 802K, marking a 631.6% increase. This growth in reach highlights the platform’s effectiveness in expanding AutoPlanet’s visibility, particularly among a visually-driven audience.
  - Organic Reach: Out of the total reach, 761.7K came organically, emphasizing the strength of our content strategy in capturing attention without paid support.
Content Interactions:
- - The campaign recorded 34.9K content interactions, representing a 100% increase. These interactions reflected high engagement levels across likes, comments, shares, and saves, indicating that the content resonated well with the audience and contributed to building a loyal following.
Follower Growth:
- - New Followers: AutoPlanet’s Instagram account saw 6,487 new followers during this period, contributing to a lifetime follower count of 8.8K. This follower growth demonstrates the success of the content in attracting and retaining interest.
  - Net Follows: With over 930 unfollows (a standard metric on social platforms), the net follower growth remained strong due to the highly engaging and visually appealing content.
Link Clicks:
- - Total Link Clicks: The campaign generated 10.4K link clicks, a 41.6% increase. This engagement highlights that the audience was not only interacting with the posts but also taking actions to learn more, whether by visiting the website, checking out specific vehicles, or exploring financing options.
Content-Specific Engagement:
- - Reels consistently had the highest engagement rates due to their format and the trend-driven nature of the content.
  - Carousels were particularly effective in driving shares and saves, as users appreciated the informative content, such as vehicle maintenance tips and detailed model showcases.
  - Stories generated real-time engagement, with an increase in interactions through polls and Q&A sessions, allowing us to gain insights into our followers’ preferences and questions.

Conclusion:

The organic Instagram campaign was highly effective in generating brand awareness and engagement, especially through the strategic use of Instagram’s diverse content formats. The increase in reach, interactions, followers, and link clicks demonstrates the success of the campaign in building a warm audience ready for further nurturing through mid- and bottom-of-funnel strategies.

By leveraging visually appealing and interactive formats, we were able to establish AutoPlanet as a trusted and engaging brand on Instagram, fostering a strong connection with our audience and building a foundation for future paid campaigns. The results underscore the platform’s role in expanding reach and nurturing an engaged community, setting the stage for a successful, multi-channel marketing strategy.