What if Aurora Expeditions posted like this?
How an expedition operator could make its impact number the one people remember
- Followers
- 54,000
- likes
- 21
- Followers per reaction
- 1 in 2,571
Before and after
Drag to see the difference.
Original by @aurora_expeditions, shown for commentary. 21 likes on 54,000 followers when checked.
What changed
Three changes, one post that works.
- 01
The forest, from inside
A kelp forest in the light replaces the murky top down shot, so the post shows the habitat the number is about.
- 02
The true number leads
17,300 plants is the fact. The bathtub maths is gone, and the area becomes sixteen tennis courts, which anyone can picture.
- 03
The caption's facts on the image
The square feet, the coast, the partner and the line that every passenger funds it moved from the caption onto the post.
The big idea. Show the forest the money grows, lead with the number that is true and big, 17,300 plants, and translate the area into something a board and a guest can picture, about sixteen tennis courts.
Style tested, Documentary and wildlife. Real moments caught as they happen, from wildlife sightings to guides and locals at work.
The numbers
One reaction for every 2,571 followers.
21 likes on 54,000 followers is 0.039% of the people who already chose to follow Aurora Expeditions. A post that lands usually hears back from about 1 in 100. That is the gap the remake is built to close, and it is the number a board understands without a chart.
Share of followers who reacted. The 1% line is a working rule of thumb for an account this size, not a promise.
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Made independently. Aurora Expeditions is not a client. If you are the brand and want this changed or removed, email me.