Edtech · India
Instagram Growth & Viral Content Strategy
Revived a stagnant page at 26K followers into a viral-first, audience-relevant content engine.
Headline Result
26K to 1.7L+ followers. 8M+ view reel. 35K+ average reach.
Brand
Masai School
Role
Associate Marketing Manager · Social Lead
Duration
2023 to Present
Market
India · Edtech
Overview
Masai's Instagram was the most visible surface for a learner brand, but it had plateaued. I rebuilt the content stack around format-first reels, repeatable IPs, and Hinglish hooks tuned for India's edtech audience. Every week shipped one viral attempt, one IP episode, and one community proof piece. Compounded over months, the page jumped 6.5x in followers and 11x in average reach.
Followers
1.7L+
from 26K · 6.5x growth
Top reel
8M+
single reel views
Avg reach
35K+
from ~3K baseline
400K+ reels
5+
in 6 months
Goal
Move Masai from periodic posting to a viral-first content engine that compounds reach week over week.
Challenge
The page was stuck at 26K followers with an average reach of ~3K per post. Education content is one of the noisiest categories in India, dominated by influencers and competing edtechs.
Result
1.7L+ followers, an 8M+ view reel, 5+ reels crossing 400K+ reach each, and a consistent 35K+ average reach. Campaigns and IPs included Sonu Sood Scholarship, Placement Drive, Humans of Bombay collab, and Success Stories.
The Approach
How the work actually got done.
01
Diagnose the plateau
Audited 12 months of posts, sorted by reach and saves. Found the page was over-indexed on static carousels and English-only copy in a Hinglish-first audience.
- Killed low-performing formats instead of posting through them
- Cut posting volume but doubled production quality
- Set a single weekly bet: one viral attempt, one IP, one proof
02
Build IPs, not posts
Replaced one-off posts with repeatable franchises so each format had its own audience that returned.
- Sonu Sood Scholarship campaign turned celebrity reach into learner intent
- Placement Drive series turned offer letters into proof reels
- Humans of Bombay collab unlocked new audience segments
- Success Stories IP gave alumni a stage and the brand a moat
03
Hook-first reels production
Every reel was written hook-first in Hinglish. Hooks A/B tested on smaller pages before flagship posting. On-ground capture at IIT events and campus drives kept content authentic.
Core Competencies
- Content Strategy
- Viral Reels
- IPs
- Organic Growth
Deliverables
- Weekly content calendar with format-led briefs
- Hook library with category-tagged variants
- On-ground capture playbook for campus and event content
- Monthly reach + saves dashboards with experiment notes
Stack & Tools
- Meta Business Suite
- Notion
- CapCut
- Premiere Pro
- Iconosquare
"Repeatable IPs beat one-off campaigns. The viral reels were never the strategy — the system that produced 50+ shots a quarter was."