Instagram Growth Engine: Duende's Growth

GOAL

Improve Instagram visibility and on-platform actions with a cleaner profile and a repeatable content system.

TIMEFRAME

1 March 2025 to 14 July 2025

CHALLENGE

Posting was inconsistent and there was no proper content testing workflow. Postings were scattered and Asana was not integrated for smooth collaboration.

ACTIONS

1. Audit & Setup
   Reviewed posts, notes, and Insights to find patterns. Rebuilt the content tracker and project sheets, then linked the workflow in Asana.

2. Content System
   Turned photoshoot material into a labeled, searchable library. Built a monthly planner for Instagram, Facebook, and YouTube plus a project-level tracker.

3. Profile Hygiene
   Reorganized and re-covered Highlights, refined the bio, simplified the link-in-bio, and refreshed grid thumbnails for a premium, consistent look.

4. Testing Program
   Ran weekly single-variable tests on format, hook, caption, link placement, and posting time. Standardized posting windows using audience activity.

5. Engagement & Conversion
   Kept a daily engagement routine with quick replies, relevant tags, and clear alt text. Used ManyChat keyword auto-replies to keep conversions in app and build partner relationships.

RESULTS (Instagram only, Meta Business Suite)

• Views: 1,721,795 (+46.6%)

• Reach: 847,873 (+26.3%)

• Content interactions: 135,063 (+8.6%)

• Profile visits: 22,544 (+40.9%)

TAKEAWAYS

Small tests and consistent cadence improved discovery and profile actions. Trend-led project reels and interactive site-visit stories performed best. For conversions, Stories, DMs, and focused bio links outperformed feed link-outs.

TOOLS

Meta Business Suite, Instagram Insights, Google Sheets, Google Drive, Asana, ManyChat, Canva

image: project specific content tracker

image: content tracker

images: high-performing reels that lifted discovery and interactions and informed the testing program across trend, utility, and storytelling formats.

images: instagram metrics of Duende Designs from March-July 2025

images: updated instagram profile and grid of Duende Designs

Local Discovery Uplift of Duende Designs

GOAL
Improve local discovery and credibility on Google so more prospects find the studio from Search and Maps.

TIMEFRAME

March to July 2025

CHALLENGE

The Google Business Profile was under-optimised and inconsistently maintained. Categories, descriptions, visuals, and updates did not reflect current work or priority keywords.

ACTIONS

1. Categories and Copy: Set the precise primary category and only relevant secondary categories. Rewrote the description with priority keywords and mapped services to categories.

2. Listings Hygiene: Audited NAP and keywords, updated Homify and Houzz, kept project albums current, and tracked changes in a Google Sheet.

3. Visual Refresh: Uploaded recent project photos and clips, selected a stronger cover, and scheduled regular photo updates.

4. Reviews and Responses: Encouraged reviews where appropriate and replied quickly with concise, helpful responses to build trust.

5. Maintenance Routine: Posted periodic Google Updates, checked Insights monthly, and adjusted copy or visuals when performance dipped.

RESULTS (Google Business Profile, Apr–Jul 2025)

• Total profile views: 8,033 (+56.6%)

• Where views came from: 74% Google Search on mobile (5,924), 17% Search on desktop (1,395), 7% Maps on mobile (534), 2% Maps on desktop (180)

• Searches showing the profile: 4,039 (+188.7%)

TAKEAWAYS
Accurate categories and current visuals materially improved discovery. Regular updates and timely review replies helped sustain visibility. Consistent NAP and keywords across Homify and Houzz supported the uplift seen in GBP Performance.

TOOLS
Google Business Profile, Google Keyword Planner, Semrush, Google Photos, Google Sheets for keyword and listing tracking.

Listings Managed: Homify, Houzz

images: Google Business Profile of Duende Designs

images: updated profile on Homify and Houzz

image: project albums tracker sheet for listings

images: Analytics from Google Business Profile

Earned Media and Partnerships

GOAL

Win credible features and partner posts to elevate authority and widen organic discovery.

TIMEFRAME

March to July 2025

CHALLENGE

Great project visuals, but outreach was ad hoc. Editors lacked a single source for assets. Follow-ups were inconsistent and timing rarely matched the content calendar. No unified sheet existed for publication contacts or budget tracking.

ACTIONS

1. Prospect Tracker: Built a Google Sheet of target magazines and collaborators with contacts, status, and a simple budget log.

2. Media Kit: Bio, awards line, brand marks, curated images, first-draft write-ups with SEO terms, and posting guidelines.

3. Sequenced Outreach: Initial pitch to 32 editors followed by two targeted follow-ups; calendar reminders, varied subject lines, and fast handoffs after acceptance; engagement drove asset views.

4. Distribution and Proof: Aligned captions, tags, and go-live windows with the Instagram schedule; kept Homify and Houzz albums current for easy verification.

5. Podcast: Pitched and recorded a guest episode; briefing doc and cross-post plan ready, release pending.

RESULTS

• Secured selected features and partner posts, including placements with design publications such as Architecture + Design, The Architect’s Diary, Volume Zero and more.

• Publication dates aligned with noticeable bumps in social discovery and profile actions

• Editor response time improved once the media kit and shared drive were in place.

TAKEAWAYS

Clear assets plus a respectful, timed sequence outperform single cold emails. Coordinating partner posts with the content calendar amplifies reach. Consistent third-party listings help editors verify quality quickly.

image: behind the scenes of a podcast shoot

image: target magazines and publications tracker sheet

image: email campaign set-up and analytics on Brevo

images: featured in Architecture + Design for India's Top 50 Designers

TOOLS

Brevo (Email Campaign), Google Sheets & Docs, Google Drive, and Instagram.

Listings Managed: Homify, Houzz.