A community-led Instagram strategy that surpassed its follower target and generated more than a million video views.
- Industry
- Food & Beverage
- Year
- 2022
- Role
- Social Media & Content Strategist
Munch Night entered a crowded food-content category with a clear ambition: become a leading South African food discovery page on Instagram.
The page needed a publishing model that could grow quickly while still feeling rooted in the experiences of real diners.
Build growth around participation: curate credible community recommendations, publish consistently and use topical discovery signals to extend reach.
- 01
Community Content
Feature audience recommendations and dining experiences from across South Africa.
- 02
Publishing Rhythm
Maintain regular posts so discovery and audience expectation could build together.
- 03
Distribution & Brand
Use topical discovery signals and short-form video to build a recognisable food destination.
The page curated user-generated dining content, packaged it consistently and used regular community interaction to keep recommendations moving in both directions. Video became a key reach format as the audience expanded.
Selected proof of performance.
Platform analytics and account snapshots supporting the reported results.
7,926 followers
11,300 followers
25,400 followers
457,854 accounts reached
222,783 accounts reached
192,248 accounts reached
Munch Night exceeded its target with 23,000 followers, passed one million video views and established an active community of food enthusiasts sharing and discovering places to eat.