Case Study: Driving Organic Video Growth for a Multifamily Property

Overview

GTMA implemented a strategic shift toward incorporating more custom video content for a residential property’s social media channels, aligning with the growing dominance of video on platforms like Facebook and Instagram. This pivot resulted in significant growth in organic reach, impressions, and video views across both platforms. Below is a breakdown of the results from July 2023 to July 2024.

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Facebook Organic Video Performance

Comparison of Organic Reach on Facebook: 2023 vs 2024:

Comparison of Facebook Video Views: 2023 vs 2024:

Analysis:

The 18x increase in organic reach highlights the success of video as a content format. Videos on Facebook typically outperform static images by 30%, and this trend is reflected in the 100% increase in video views. By integrating more video content, GTMA increased audience engagement and visibility for the client.

Instagram Organic Video Performance

Comparison of Organic Instagram Reach: 2023 vs 2024:

Comparison of Instagram Impressions: 2023 vs 2024:

Analysis:

The 3x boost in reach and 115% jump in impressions underscore the viral potential of short-form video content on Instagram. Video typically generates 120% more interactions compared to other formats, driving both engagement and repeat visibility among users.

Conclusion

The client’s organic video content saw tremendous growth from 2023 to 2024, proving that video is the key driver of social media engagement. To maintain this momentum, GTMA has identified that allocating 25% of the client’s total posts to video content—spread across Facebook and Instagram—will sustain and further accelerate performance.