Social media case study 04 · The Animal Truth Project
Awareness that reaches beyond followers.
Awareness-focused social media work for an animal welfare initiative, with account reports and a Reel-level summary that have different scopes.
At a glance
Account-level, custom window (chart labels 1 Aug–16 Sep; year not shown)
101,963
Account views
97.4%
Views from non-followers
75,531
Viewers
+192
Net followers
Overview
Project focus, funnel role and evidence
Project focus
Awareness-focused social media work. Supplied examples show advocacy content and account discovery.
Funnel role
TOFU: awareness. MOFU: saves, engagement and follows. Petition participation is not a verified outcome.
Evidence provided
Account reports and a Reel-level summary show different scopes. Cross-posted results must not be described as Instagram-only performance.
Profile
Complete supplied profile screenshot
Profile counts reflect the capture, not a before-and-after result.
Source: supplied profile; The Animal Truth Project Instagram. A follower username is blurred.
Results
What the reports show
TOFU / Account awareness
101,963 views for awareness content.
101,963 account views | 97.4% views from non-followers | 75,531 viewers | +192 net followers
The displayed views are concentrated among non-followers, supporting the campaign’s awareness objective.
Source: supplied screenshot | Custom window; chart labels 1 Aug–16 Sep; year not shown.
TOFU / Content-format breakdown
Reels dominate the view mix.
101K Reel views, rounded | 342 Story views | 243 Post views | 0 live-video views
Reels are the leading format in the visible breakdown. Rounded and exact figures should not be added to reconstruct the account total.
Source: supplied screenshot | Companion custom report; chart labels 1 Aug–16 Sep.
TOFU / Video + MOFU engagement
49,736 views on a cross-posted Reel.
49,736 summary views | 47,465 summary viewers | 11s average watch time | 23 follows
The report also shows 576 likes, 98 shares and 92 saves. It labels the content as cross-posted to Facebook, so the summary is not claimed as Instagram-only.
Source: supplied screenshot | Individual Reel; dates not shown; cross-posted to Facebook.
Note: Petition participation is not a verified outcome.
Supporting evidence
Original report screenshots
Screenshots are reproduced from the reports supplied for this case study, with their original source and date context. Tap any screenshot to view it full size.
The Animal Truth Project / Account insights
101,963 views | 97.4% non-followers | +192 net followers. Source: supplied screenshot | Custom window 1 Aug–16 Sep; year not shown.
The Animal Truth Project / Views by content type
Viewers 75,531 | Reels 101K (rounded) | Stories 342 | Posts 243 | Live 0. Source: supplied screenshot | Companion custom report.
The Animal Truth Project / Cross-posted Reel summary
49,736 views | 47,465 viewers | 11s average watch time | 23 follows. Cross-posted to Facebook; not Instagram-only. Source: supplied screenshot | Dates not shown.
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