Going Viral: Trinkets Reel Series

This series of reels started as a part of an over-arching, year-long goal to achieve 30,000 views across our social media platforms for the calendar year. This meant I would prioritize video over other post types. In addition to getting more eyes on our videos, we were working on increasing our reach since in the previous year we had a 9.9% engagement rate on Instagram. We were willing to give up some engagement to even things out. We had hoped to increase reach by 20% over the 2022 calendar year.

From previous posts unrelated to the campaign, we learned that giving into Meta’s desires and embracing reels led to us getting reach several hundred percent beyond what our feed posts and stories usually get. We also hypothesized that out of all the things going on in our library, the archive, containing all the spooky remnants of medicine past, had the widest appeal. Other than that, it was simply a matter of waiting for the perfect, trending audio. The “trinketville” audio we happened upon has 13.3k uses on TikTok, however, the audio on Instagram doesn’t have as many uses and is spread across multiple individual sounds so it’s difficult to get an exact count on the audio’s usage on Instagram.

On the most popular video, the third in the series, we received 999,638 views, reached 996,715 accounts, and 75,744 content interactions (56,867 likes, 9,422 saves, 9,314 shares, and 141 comments). The first video reached 7,545 accounts and 112 content interactions. The second video reached 4,597 accounts and got 158 content interactions. The final video in the series also performed well, reaching 46,752 accounts, and achieving 5,869 content interactions.

This single month of video blew the year-long goal out of water. At the end of the previous month, we were 38% under our goal but after the month of September we had achieved and exceeded at our goal by 3503%. It also rocketed us past the goal to increase our reach by 20%. At the end of the previous month, we were 20% below our goal and the month of these videos our reach had increased 6408% over the previous year, with three more months to go.

We also saw an increase of 1,107% in the number of followers we had on Instagram, which we hope will help us reach more people in the future.

View the Viral Video