From 187
to 9.7K

The non-follower share dipped slightly (68% → 63%), but because total views multiplied, the actual number of new people reached grew dramatically — the audience got wider, not narrower.

June's views came almost entirely from one late-month reel spike. July built a steady, rising climb across the whole month — the difference between one lucky post and a consistent presence.

This is the lever. Instagram itself flagged it: sharing 10 more reels and 4 more posts than the prior month is what improved the views. Showing up consistently is doing the work.

The pattern is loud and clear: faces and personality beat product shots. The two runaway winners feature the team on camera — the relatable "someone on camera" reel and Christy & Phil in the store. Behind-the-scenes process clips do solid numbers too; flat-lay product photos sit at the bottom. More people, more humor, more owners.

• 1

  Consistency beats perfection. The single biggest driver of the 51× jump was simply posting more often, not any one viral moment.

• 2

  Faces beat products. Every top performer features the team — Christy, Phil, and behind-the-scenes humor. Relatable, human reels dramatically out-reach flat product shots. Keep Phil and Christy on camera.

• 3

  Stories entered the mix. 16 stories in July (up from zero) added steady daily touchpoints and kept the account top-of-mind for existing followers.

• 4

  New audience is growing. With ~63% of a much larger view count coming from non-followers, the content is landing well beyond the current 526-person base — the top of the funnel is healthy.