Projects, a Brighton, UK-based coworking space, reached 8,000 Instagram followers after pivoting their social media strategy to focus on member spotlights and authentic working life content rather than posting for posting's sake. The strategy emphasized building trust and consistency while capturing the rhythm of working life in Brighton, with the company now planning to extend this approach to building an online community space that mirrors their physical workspace culture.

From May 2024 to May 2025, the space achieved entirely organic growth across all metrics: likes increased 241%, comments rose 93%, shares grew 258%, saves jumped 1,054%, reach expanded 251%, impressions climbed 254%, interactions surged 320%, and follower growth reached 2,200%. Are you posting content your members and whole community would engage with? Why not?