Point of view beats budget
Institutional accounts publish safe, generic content. A sharp editorial point of view — hyper-local, curious, genuinely useful — is what earns shares and reaches non-followers.
Consistency compounds
Publishing every week for 35 straight weeks built a library of compounding content. Each post engineered for shareability pulled in impressions from well beyond the existing audience.
5.58M views and 1.81M unique accounts reached in 30 days — outperforming the City of Phoenix and Visit Phoenix, fully organic.
Reach the people who don't follow you yet
65% of impressions came from non-followers. That's the whole game in discovery-driven social: earn distribution by being worth sharing.