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Case study 1 · Where it started · Instagram boost

One boosted reel brought in half the business's revenue

How a single Instagram boost grew a wedding brand's audience and bookings, and what I learned when it stopped working.

~50%
of the business's revenue came from this one boosted reel.
~1,200
of the account's ~2,200 Instagram followers came from it.
Brand
Hevesi Journal (my company)
Channel
Instagram post boost
My role
Creative, editing, boosting

What happened

A great piece of creative, a simple boost, then a lesson in what kills momentum.

  1. Boosted one strong reel. A wedding film reel from the Piedmont Room, boosted on Instagram.
  2. It took off. It brought engaged brides, more than half the followers, and half the revenue.
  3. Then it stalled. Turning it on and off broke its momentum. The audience drifted to spammy, low-intent accounts.

What I learned

  • Creative is the lever. One strong reel did more than any targeting setting.
  • Don't toggle a winner. Stopping and starting resets learning. Keep it steady.
  • Watch audience quality. More followers isn't better if they're not buyers.

What came next

Boosts hit a ceiling. So I moved to full Meta Ads Manager campaigns, with real targeting, landing pages and lead tracking.

See case study 2: the NYC campaign