When developing a social media marketing strategy, many companies post as frequently as possible, believing that more content means more reach.
This was the case for our client, a Life Sciences company (hereafter, “The Brand”) with over 150 employees. For more than a year, they published approximately 22 posts per month (20% more than their competitors) resulting in consistent impressions. However, despite this visibility, very few individuals were reaching out.
That is when they partnered with Upbrandly to redefine their approach.
We focused on quality over quantity. Rather than trying to be everywhere, we refined The Brand’s messaging and visuals to connect more directly with their audience.
Six months later, the difference was clear.
✅ Engagement rate doubled
✅ Followers steadily increased
✅ Organic social traffic increased by 605%
All with just 10 posts per month: less noise, more impact.
Essential metrics for social media
In digital marketing, success is about being seen by the right people and getting them to act.
At Upbrandly, we focused on four key performance indicators (KPIs):
- Impressions: Total number of times your content is displayed, regardless of who sees it
- Engagement rate: The percentage of people who interact with your content (likes, shares, comments)
- Followers: The number of users who choose to regularly see your content
- Organic social traffic: Visits to your website that come from unpaid social media posts
Together, these metrics offer a clear view of whether your marketing strategy is driving meaningful results or simply adding noise to the digital space.
Social media that gets results
Customer Persona is a detailed profile of your potential customer based on real-world data. It helps you align your tone, messaging, and content strategy with your audience’s needs, interests, and decision-making behavior. How to develop a customer persona.
Social media helps turn visibility into opportunity.
It is a space where potential clients discover your brand and reach you out. However, social media platforms have become crowded. Users scroll quickly and ignore content that does not speak to them.
How can your brand stand out? By sharing content that is:
- Relevant to at least one customer persona
- Engaging and visually appealing
- Branded and aligned with your voice and tone
Before vs. After
- Before: Frequent posts with a general focus, often internal updates.
- After: Carefully curated content, like infographics, thought leadership, and client-aligned topics
The result?
We started reaching the right audience: impressions decreased and engagement rate doubled.
High-quality content naturally attracts the right viewers because it is tailored, relevant, and worth engaging with. It gets shared, saved, and clicked without relying on paid campaigns or influencer strategies.
This approach prioritizes reaching a specific audience over maximizing volume.
Additionally, since partnering with Upbrandly, The Brand’s organic social traffic increased by 605%.
Organic vs paid social media marketing
You have probably noticed a sharp drop in impressions when Upbrandly stepped in.
Previously, The Brand had experimented with paid social media ads, but without a solid foundation of organic content.
Paid campaigns can be powerful in a broader marketing strategy, but only when layered over a strong brand identity. Without that foundation, visibility drops as soon as the ads stop.
Our organic-first marketing strategy helped The Brand build a sustainable digital presence, resulting in continuous and relevant follower growth over time.
Outperforming competitors
We also benchmarked CATUG LinkedIn‘s performance against comparable companies in the life science sector.
Before working with Upbrandly:
- 20% more posts than competitors
- 7% engagement rate
After working with Upbrandly:
- 31% fewer posts than competitors
- 11% engagement rate
👉🏻 With half the post we achieve nearly double the engagement.
This highlights a key principle in marketing:
Success is not about how often you post, but how effectively you connect with your audience.
Tired of posting with no results?
This case demonstrates that effective marketing is not about doing more, it is about doing better.
By focusing on quality over quantity, we achieved measurable results:
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Engagement rate doubled
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Organic social traffic increased by 605%
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Posting frequency reduced by 55% (from 22 to 10 posts/month)
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Content performance outpaced competitors with 2x engagement using half the content
At Upbrandly, we create an execute marketing strategies for life science and technology companies, delivering measurable, long-term results.