Masafina.

The challenge

Masafina brings authentic Mexican ingredients to the UK market, and the audience was already there - a following that now sits at 4,800, built up over several years of posting.

What had slipped was consistency. Output had become sporadic - two months of the preceding spring passed without a single post - and reach per post had fallen well below what the account had managed in its stronger months. Instagram rewards accounts that show up predictably, and an audience that isn't given a reason to engage quietly stops engaging.

What we did

We stopped treating the account as a shop window and started treating it as a publication about Mexican food culture. UNESCO's recognition of Mexican cuisine as intangible heritage. The hand-painted rótulos that signed taco stands before printed menus existed. Why corn varieties aren't defined by colour. What actually sits in an Oaxacan pantry.

Product came second. The through-line was: teach people something they'd want to pass on. Alongside that, we moved on cultural moments as they happened - the Mexico versus England World Cup fixture being the obvious one - and ran consistent stories to keep the account present between posts.

Seven feed posts and thirty stories over seven weeks, on a fixed schedule.

The results

Between 1 June and 19 July 2026, seven feed posts and thirty stories generated 72,810 views - up 287% on the preceding period. (Views count repeat viewings, so that figure is larger than the number of individual people reached.)

Average reach per post rose 90% to 1,483, and the average engagement rate reached 7.1%, against a typical Instagram brand benchmark of around 1%. Interactions totalled 737 across the period, including 90 shares and 79 saves.

Why it worked

Posting more explains some of it, and we'd rather say so than pretend otherwise: output went from one post to seven. But volume alone doesn't move reach per post up 90%, or push engagement rate up while output multiplies. Normally those numbers fall when you scale.

They rose because the content earned its distribution. Saves and shares are the tell - people were keeping these posts and sending them on, which is the signal the algorithm actually rewards. Heritage and storytelling travel in a way that product photography doesn't.