GlowSkin — Instagram Growth Strategy

How a new skincare brand grew visibility and engagement through strategic content planning and Meta ad testing.

Brand Positioning

GlowSkin is a premium skincare startup targeting young professionals in urban Kochi.
The challenge was to position the brand as clean, trustworthy, and aspirational, while differentiating from generic beauty competitors.

Profile Audit

Initial audit showed:

  • No consistent brand palette or tone.

  • Captions lacked CTAs.

  • Incomplete bio (missing keywords + link optimization).

  • Inconsistent posting frequency.

  • No Highlights, no content buckets.

Fix:
Defined profile hierarchy: Bio, CTA link (Linktree), uniform highlight covers, and feed style consistency.

Competitor Analysis

Analyzed 5 skincare brands (Dot & Key, Minimalist, Pilgrim, Plum, Foxtale).
Insights:

  • Educational reels perform 2.5x better than promotional posts.

  • UGC & testimonials drive most comments.

  • Story frequency (daily) improves brand recall.

Action: Adopt “educate-first, sell-second” posting structure + light product focus.

PlatformOverview

Results

Primary Platform: Instagram
Supporting: Facebook, Pinterest (repurpose visuals).
Posting Frequency: 1 Reel + 1 Carousel per week, daily Stories.
Best Times: 12PM–3PM & 7PM–9PM (based on audience pattern).

SMART Goals

GoalMetricTimeline
Increase engagement rate+200 %30 days
Build follower base0 → 2 0001 month
Improve reach+5 000 avg views/post1 month
Conversion tracking1st ad campaign click-through > 2 %1 month

Content Briefing

Defined tone, style, and CTAs:

  • Short, informative captions.

  • Consistent CTA rotation: Save → Comment → Share → Visit Link.

  • Use of pastel color palette (#FCE9E4, #FFF7F3).

  • Incorporate educational hooks and before/after visuals.

Creatives

Add three small columns (or image gallery) for mockups:

Poster:

    • Product spotlight, minimal design, clear CTA.
      Carousel:

    • “5 Common Skincare Mistakes” – 5 slides educational design.
      Reels:

    • Voiceover: “Skincare myths vs facts.”

    • B-roll transitions, upbeat background, 15 sec length.

    (Create in Canva → export 1080×1080 for poster, 1080×1920 for reel cover, 5-slide carousel mockup.)

Campaign Planning

Ad Type: Awareness → Engagement → Retargeting.
Budget: ₹500/day demo structure.
Targeting: 18–35, Kochi, skincare interest, lookalike of follower list.
Creative A: Product focus
Creative B: Educational reel — A/B tested.
CTA: “Shop Now” / “Learn More”

Results (Demo Projection)

  • Engagement Rate: +250 %

  • Reach: 5 000 → 15 000 average views

  • Followers: 0 → 2 000 in 30 days

  • Reels: 3 crossed 15K views each

  • Ads: CTR 2.3 %, CPC ₹3.2

(Create a simple Canva chart with these 5 metrics.)

Key Takeaway

Strong brand positioning, audience-driven content, and consistent visuals can scale a brand’s visibility quickly—even on a limited budget.

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