Overview
A national cultural institution engaged us through a competitive procurement process to audit and strengthen their social media activity. The project focused on building a clearer understanding of their audience, improving performance, and identifying opportunities to grow reach and engagement across platforms.
The challenge
The organisation had an established social media presence and a significant volume of content, but lacked clear visibility over what was driving performance and how audiences were engaging across channels.
Social media had been identified as a key opportunity to expand national reach, particularly as audience behaviour continued to shift toward platform-based video consumption. The organisation needed a more structured, data-led approach to inform content, distribution, and platform strategy.
The approach
We conducted a detailed audit of social media activity across platforms, analysing audience behaviour, content performance, and engagement trends.
This included:
- Building a clear profile of the existing audience
- Identifying which content areas and formats were driving engagement
- Assessing performance at both channel and post level
- Benchmarking results against relevant peers
We also reviewed best-practice approaches across the sector and beyond, including emerging platform trends, content formats, and opportunities for distribution and partnerships.
The outcome
The project resulted in a series of reports, one-on-one training sessions, and recommendations designed to improve clarity, consistency, and performance.
These recommendations were adopted into the organisation’s social media approach and informed ongoing strategy and planning.
Following implementation, the organisation saw strong and sustained performance improvements, including:
- 20% growth in YouTube subscribers within the first three months
- Over 300% increase in YouTube views within six months
- Instagram engagement tripled within three months
- Consistent channel growth across the full social media portfolio
Following the initial project, we were engaged to:
- Develop a broader content strategy
- Build a custom performance dashboard
- Provide ongoing advisory support