Case Study

 02

The Task

For weeks, the internet was consumed by debates over the UnitedHealth CEO’s murder and the man behind the violent act. As opinions and memes flooded social media, Reckon published Samantha Sterba’s in-depth “Perspective,” offering a well-researched analysis of the corrupt systems at play and the societal forces that led us here. As Reckon’s Senior Social Producer, my job was to distill the 815-word article into a compelling, thoughtful, and shareable post tailored for our Instagram audience.

The Checklist

01 - Did we join the conversation in a timely, relevant way that aligns with Reckon’s audience?

02 - Did we offer a new or different perspective?

03 - Did we present the story in an engaging and digestible way?

04 - Is it aesthetically captivating? Does the content follow company & platform best practices?

05 - Who can we tag? Are there any opportunities for collab posts?

06 - Have you used proper trending hashtags and SEO? Is the caption utilized as an additional opportunity for engagement?

07 - Did our audience leave feeling more informed? Was it memorable?

08 - Is the content “shareable?” Does the content resonate enough to like it, share it with a friend, or save it for later?

The Results

  • Growth

    Between December 11 and December 24, Reckon’s Instagram account gained over 500 new followers, with more than 100 joining in the first 24 hours alone.

  • Shareability

    The post generated 2,281 total engagements, including 1,535 likes, 254 saves, and 480 shares, reflecting its strong resonance and shareability.

  • Interactions

    The post achieved 42,512 organic impressions and reached 30,760 users, demonstrating strong visibility and engagement within our target audience.

  • Action

    The 27 LikeShop clicks suggest that the content effectively drove user action beyond engagement.

  • Engagement

    With an organic engagement rate of 10.31%, the post significantly outperformed industry benchmarks.

  • Joining the Conversation

    The post’s comment section reflects its success in engaging the audience, fostering discussions, and building a stronger community.