Challenge
Palo Wellness had only five thousand Instagram followers and slow course sales. The brand needed content that made mental health feel human and worth sharing while also moving viewers toward a two hundred fifty‑thousand dollar revenue target.
Strategy
Leaning on documentary style, we filmed day‑in‑the‑life clips and honest interviews instead of polished ads. Each module was posted as a vertical reel, a square feed cut, and a horizontal YouTube edit so the story reached every corner of social.
Key Tactics
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Documentary snippets: Ten to twenty minute episodes broken into bite‑size reels for daily posting.
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Platform tweaks: Captions, thumbnails, and hashtags tailored to Instagram, then repurposed for TikTok and YouTube.
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Paid boosts: Retargeted viewers who watched seventy‑five per cent of any reel with course offers.
Aha Moment
A reel showing a client’s first day back at work after burnout drew more than two million views and sparked messages like “I finally feel seen.” We turned the audio into a TikTok sound, prompting user‑generated videos that amplified reach at no extra cost.
Results
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One hundred twenty‑five thousand new Instagram followers in eight months.
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More than three hundred thousand dollars in course revenue, beating the target by twenty per cent.
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Forty‑five per cent average engagement on documentary posts, ten times the industry norm.
Lessons
Authenticity outperforms high gloss in the mental health space. Testing sensitive clips with a Close Friends list keeps risk low. Short reels act as trust builders that feed long‑form viewership and sales.
