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Case file, a four-minute read. Updated

An aesthetic clinic in Johannesburg.

What we found in week one, what we changed, and what the numbers say so far. The clinic isn't named. Every number comes from our tracker.

Chapter 1

Plenty of followers. Almost no response.

Kind of business
Aesthetic skincare clinic
Where
Johannesburg, Gauteng
Followers on paper
9,000+
What it needed
More bookings from people nearby
82posts in August, before we started
1like between all of them
Those posts were made by another company that was reposting the clinic's content. It's the baseline we inherited.
Chapter 2

Finding the people who could book.

In week one we pulled the account's audience report. Each dot below is one follower. Step through it: most of the audience couldn't book even if it wanted to.

9,000+

Every dot is one follower. More than 9,000 of them.

Of more than 9,000 followers, are in South Africa and are in Gauteng, where the clinic is. % live outside South Africa.

Source: the account's Instagram audience report, . Gauteng is counted from Instagram's top-cities list, so is a floor.

Chapter 3

We rebuilt the plan around the .

The follower count stopped being the target. The people nearby who could book became the target.

  1. The audience

    Posts written for people in Gauteng who can book, not for the follower count.

  2. The plan

    Every post up to 31 October was built by 6 September, so nothing goes out rushed.

  3. The look

    Treatment reels and carousels in one house style, so the account reads as one clinic.

  4. The route to book

    Stories carry a WhatsApp link with the message already written, so booking is one tap.

  5. The measuring

    Every post tracked on measures, from reach to DMs started.

Chapter 4

Fewer posts. More people seeing each one.

views per post in August, before us ()
views per post on ours, 31 Aug to 19 Sep ()

Organic posts only. The one boosted reel is left out so paid reach doesn't flatter the numbers, and so are the clinic's own posts.

Open item

Reels are losing people early.

Across four reels, the share of viewers who swiped away rose from to . That's the number we're working on now.

What we learned

The owner on camera wins.

The owner's own to-camera videos are the best performers on the account, so the plan now makes room for them.

Chapter 5

The numbers that matter are next.

Reach is the start, not the result. These are the numbers the partnership is measured on. We'll publish them here when they're real, not before.

  • Enquiries caughtMeasuring
  • Average reply timeMeasuring
  • Consults bookedMeasuring
  • Revenue from the systemMeasuring

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