26K to 117K followers. 8M view reel. 35K average reach.
- Client
- Masai School
- Role
- Marketing Manager, Social Lead
- Timeline
- 2023 to Present
- Market
- India, Edtech
Followers
117K
4.5x from 26K
Top reel
8M
views
Avg reach
35K
11x baseline
400K+ reels
5
in 6 months
Brief
Replace irregular posting with formats that grow reach week on week.
Friction
Stuck at 26K followers and 3K average reach, in a feed crowded with edtech creators and rival schools.
Outcome
117K followers, an 8M view reel, five more reels past 400K reach, and a steady 35K average.
How it was actually built.
- 01Diagnose the plateau
- 02Build owned IP, not posts
- 03Hook-first production
01
Diagnose the plateau
Audited 12 months of posts by reach and saves. The page over-indexed on static carousels and English copy for a Hinglish-first audience.
- Retired losing formats instead of posting through them
- Cut volume, doubled production quality
- One weekly bet: a viral attempt, an IP episode, a proof piece
02
Build owned IP, not posts
Replaced one-off posts with repeatable series, so each one built a returning audience.
- Sonu Sood Scholarship turned celebrity reach into learner intent
- Placement Drive turned offer letters into proof reels
- Humans of Bombay opened a new audience segment
- Success Stories gave alumni a stage and the brand a moat
03
Hook-first production
Every reel starts with the hook, written in Hinglish and tested on smaller pages first. Footage shot at IIT events kept it real.
Shipped
- Weekly calendar with format-led briefs
- Hook library, tagged by category
- On-ground capture playbook
- Monthly reach and saves dashboard
Stack
- Meta Business Suite
- Notion
- CapCut
- Premiere Pro
Competencies
- Content Strategy
- Owned IP
- Reels
- Organic Growth
Takeaway
The 8M reel came from a system shipping 50 shoots a quarter, not from chasing one hit.