Industry
Women’s Health and Empowerment
Recovered a Stuck Instagram Account and Added 25,000+ Organic Followers in 6 Months
Brand Position and Momentum
Maitri is a women-focused health education platform built to make accurate, science-backed health information accessible at scale. Operating in a sensitive and responsibility-driven category, the brand prioritises trust, clarity, and credibility over aggressive visibility tactics.
Despite having a strong foundation and consistent content efforts, Maitri’s Instagram growth had slowed significantly—prompting the need for a structured reset.
Growth plateaued despite consistency
Maitri’s Instagram account had reached approximately 75,000 followers and then remained stagnant for several months. While engagement from the existing audience was stable, discovery and follower acquisition had plateaued.
The challenge was not content creation—it was restoring momentum under clear constraints:
- Growth had stalled despite consistency
- Existing formats had reached saturation
- The category limited the use of trend-led or sensational approaches
- Any attempt to scale had to preserve accuracy and trust
A fresh, methodical approach was required to move forward.
01
Structured Strategy Alignment
We worked closely with Maitri’s internal team to align on:
- Content boundaries specific to women’s health education
- Audience intent behind key topics
- Areas where depth could be translated into higher retention formats
This alignment ensured strategy decisions were grounded in domain understanding.
02
Content Reframing
Rather than increasing output, the focus shifted to reframing:
- Complex topics were converted into problem–solution narratives
- Educational depth was preserved while simplifying delivery
- Formats were redesigned to improve watch time and saves
The goal was to improve how content was consumed, not just how often it was published.
03
Performance-Led Execution
Execution followed a disciplined, data-informed process:
- Testing and scaling high-retention reels and carousels
- Refining hooks and structure for early engagement
- Removing underperforming formats quickly
- Maintaining consistency without creative dilution
This allowed growth to resume steadily rather than in spikes.
From 75K stagnant followers to 100K+ organically
25,000+ net organic followers added
Stalled growth was identified, corrected, and sustainably restarted
Why This Outcome Matters
Restarting growth is harder than scaling a growing account. At 75K followers, the platform had already exhausted easy wins, and performance had plateaued despite consistent posting.
This engagement demonstrates:
The ability to diagnose structural growth stagnation, not just produce content
Strategic realignment of content formats and distribution without chasing trends
Sustainable organic growth in a trust-sensitive, education-led category
Execution discipline without inflating reach through paid or low-quality tactics
The outcome was not a spike. It was a controlled restart of momentum, proving the account could grow again without sacrificing credibility or audience trust.
