fibre space™
When we started working together, fibre space™ already had an established audience of over 20,000 followers and a content strategy in place. A core value of their business model is creating community, and if you’re part of the crafting community you know how passionate that crowd can be about all things fibre, yarn, and stitching! (Shoutout to my fellow crafters!)
That’s why I’m so passionate about creating community and not just gaining followers on social media for clients. If you’re gaining new followers that will never spend money with your business or engage with you online it amounts to little more than numbers on a screen.
Client
Industries
- Retail
- Yarn shop
Date
- December 2024
Build Community on Social Media
Objective
Our goal was to build on their established social media presence and extend the same feeling of community that you get when you walk into the shop to their Instagram. The secret to that feeling of community? The people.
They already had consistent content posted to social media focused around the products they sell, the brands they work with, and expert advice. The thing that was missing was the people.
Solution
We worked together to create a content strategy that focused on the people of fibre space™ prioritizing short form video content like reels and stories to highlight the people that make the shop such a special place.
In just 4 months of prioritizing posts, reels, and stories featuring the people behind fibre space™:
Views increased over 20% month over month. Engagement increased across all content types – customers having conversations in the comments & direct messages, sharing posts, and even coming into the shop specifically because of content they saw on social media.
Most importantly views and interactions from non-followers increased dramatically during this time, bringing in new followers and creating new customers.
Their audience has grown by just shy of 7,000 followers during this time.
Yarnista Features on Instagram
Getting to know the team behind fibre space™
If you’re a stitcher, you know that we all have our preferences when it comes to knitting & crocheting. We also love a good recommendation from a fellow crafter. These rapid fire questions to the staff brought in lots of post engagement in the form of likes and comments, which started discussions amongst followers about their opinions on the topics at hand. It was also frequently shared on the platform and brought in many new followers. Check it out here!
Fun & Lighthearted Community Content
Learning how to pronounce French yarns
A common occurrence in the shop is customers asking how to pronounce some of the French yarn names in one of their best selling brands. Another local business owner happens to be French, and we captured a little pronunciation tutorial that was lighthearted and silly. This post brought in the audience from both businesses online followings and sparked lots of conversations in the comments about the customer’s feelings on their own pronunciation skills.
