Growing Social Media Engagement: A Case Study

Social Media Engagement: What A Difference A Year Makes!

In the ever-evolving world of social media, achieving sustainable growth requires both creativity and strategy. At Graphic Haven, we pride ourselves on delivering measurable results for our clients. This case study highlights the growth we achieved for our client, Janiga Estates, on their social media accounts after a year of content creation done by Graphic Haven. We manage the Facebook, Instagram, and LinkedIn accounts but in this case study we will focus on the Facebook results.

Year-Over Year Performance

Janiga Estates, a well established real estate agency in Southeast Michigan, reached out to us at the end of 2023. They already had a different marketing agency creating the content for their pages, but didn't feel like they were getting a good quality product. Graphic Haven was happy to help step in and began creating more engaging content for them in January of 2024.

Throughout the year, we were enjoying the constant uptick in engagement each month. Now that the year is complete, we can do a real apples-to-apples comparison of the results.

The Janiga Estates Facebook account saw the most growth. Here are some key data points:

• Year over year, their overall growth increased from 13,900 to 22,400. That's over a 60% growth!
  
  
• Interactions almost doubled from 700 in 2023 to 1,200 in 2024.
  
  
• Visits also increased over 30%.
  

Organic Growth

It may feel like posting to social media is a waste of time unless you pump dollars into boosting your post. It's true that paid ads can ensure your messages go further, but you can see from the chart above that most of the growth Janiga Estates saw on Facebook was done organically. This means it was done without paid advertising.

In early September, we did push some paid advertising (the green line) to increase the reach on some properties for sale. But if you follow the light blue line, that is the upward trend we would have continued to achieve without the ads supplementing the numbers.

Strategies Behind Success

So, how was the content Graphic Haven different to create this growth? Well, there are a couple different aspects to consider. Probably the most important part was leveraging the brand of Janiga Estates. The company is headed by Stephanie Janiga, who is a well known face in the community. Any content we used that highlighted her tended to be high performing posts. The example shown here had the most engagement all year. Not only was Stephanie able to record a message, but we also partnered with a local company's event to get more involvement from their community as well.

It'd be great if we could have Stephanie record videos every month, but she has homes to sell! For the rest of the content, here are the driving guidelines while curating ideas:

1. Tailored Content Creation: We kept the audience’s preferences in mind, balancing informative, entertaining, and visually appealing elements. This including sharing pertinent articles that would be relevant to the follower's interests, tips for both home buyers and sellers, and ways to increase the value of your home.
   
   
2. Engagement-Driven Approach: Our team prioritized fostering genuine connections through interactive posts, such as polls, Q&A sessions, and user-generated content.
   
   
3. Increased Frequency & Consistency: Creating enough content to post multiple times per week every week throughout the year helped build a regular expectation to both the followers and the platforms.
   

The Wrap Up

The year-over-year comparison of these social media accounts demonstrates the tangible impact of having an active account that includes content that your followers are interested in. The overall engagement and user interaction growth tells a story of progress while building a community and a brand. The traction we gained in 2024 puts us in a great spot to increase the numbers even greater in 2025.

At Graphic Haven, growth isn’t just about numbers; it’s about building connections that last!