Instagram community from 0 to 120K followers
Organic content and UGC strategy for a food-tech brand: editorial calendar, photo and video production, micro-influencer partnerships.
The challenge
GreenBite, a food-tech startup selling plant-protein snacks, was launching its social presence from scratch. The goal: build an engaged audience and turn Instagram into a measurable acquisition channel.
Editorial strategy and visual identity
Defined a recognisable visual universe (palette, typography, post templates), a tone of voice (accessible, knowledgeable but never preachy), and 4 weekly content pillars: recipes, product behind-the-scenes, customer testimonials and nutrition education.
Content production and UGC
Monthly shoots producing 30 assets (photos, Reels, carousels), activation of an ambassador programme with 45 micro-influencers (5K–30K followers), and systematic reposting of customer content in Stories and feed.
- 3 Reels/week with < 1.5s hooks optimised for Explore
- Educational carousels positioned for Explore search
- Monthly collabs with certified food creators
Community management and conversion
Sub-2-hour comment response times, weekly polls and Q&A in Stories, product links integrated across every touchpoint (bio, Stories, Instagram Shop).
Results
Over 14 months the account grew from 0 to 120,000 followers with an average 8.2% engagement rate. Instagram traffic increased 65% and now ranks as the second-largest acquisition channel by order volume.