How do you tell our work apart from the operator's ad budget?
Instagram reports which of an account's results came from advertising and which did not, so every figure on this page is the part that did not.
Ciao Naples runs ads, and ran them before Leanboat Studio arrived. Across the eleven weeks since we started, 11,025 of the 11,653 people the account reached came from paid advertising the operator bought themselves. Any page that put 11,653 in its headline would be selling you their media buy.
So this page throws that number away and uses the split Instagram publishes underneath it. What is left is small, and it is ours: the posts we built, the comments they drew, and the reach they earned without a budget behind them.
What did Leanboat Studio do?
Leanboat Studio built 30 Instagram posts from Ciao Naples’s own tours and photographs and published them on Ciao Naples’s own account, across 77 days.
- Read the catalogue. 34 tours from the operator's booking platform, 31 bookable, photographs included. We asked the operator for nothing new.
- Composed one post per tour. 19 single images, 7 carousels and 4 stories. No video, no reels.
- Sent every post for approval. Approval was the operator's only job, and nothing went out without it.
- Published on the operator's own account, each post carrying one keyword.
- Answered the keyword by direct message. A follower who comments the keyword gets the booking link back, so a comment on this account is a request for the link rather than applause.
Where the look came from
Leanboat Studio read Ciao Naples’s own website and their own recent posts and built a brand file from that, so the posts below carry the operator’s colours, type and way of speaking rather than a house template.
Four of the 30 posts. These are the four the operator cleared for publication here.
How was this measured?
Leanboat Studio compares two equal windows, the days before an operator's first post and the same number after it, and for this operator it uses only the part of each figure that Instagram attributes to organic content rather than to ads.
77 days rather than 90, because that is the whole time this operator has been live. Stretching the before window without stretching the after would flatter the result. Both move together.
Instagram breaks every account figure down by where it came from: posts, reels, stories and ads. That breakdown is what makes this page possible. Interactions split cleanly, because an interaction happens once and belongs to one piece of content, so the engagement figures here are exact rather than estimated.
What were the results?
Account comments rose 3400 percent, from 1 to 35, while interactions from our content rose 187 percent across the same window.
Comments. Bars share one scale.
| What we measured | Before | After | Change |
|---|---|---|---|
| Comments | 1 | 35 | +3400% |
| Interactions from our content | 46 | 132 | +187% |
| Interactions from posts alone | 26 | 113 | +335% |
| Likes on our content | 32 | 90 | +181% |
| Reach that was not advertising | 167 | 628 | +276% |
Every figure above comes from Instagram account insights for the two windows named. Post counts and formats come from Leanboat Studio’s publishing record.
What this does not show
- This operator advertises, and did so in both windows. 1,882 of the 2,049 people reached before we started came from ads, and 11,025 of the 11,653 afterwards. Neither is the claim on this page, because neither of them is our work.
- The numbers that are ours are small. 35 comments over eleven weeks is 35, not a flood, and the honest reading is that a quiet account started getting replies rather than that it became busy.
- Of those 35 comments, 6 carried the keyword and got the booking link back by direct message, and 1 of those clicked through. We can see that far and no further: Instagram does not tell us about bookings.
- Reach that was not advertising is the account total minus its ad reach. A person reached by both a post and an ad counts on the ad side, so that figure understates rather than flatters.
- This is a comparison around a start date, not a controlled trial. Read it as what happened around the start.
Is this typical, or is it the best case?
Leanboat Studio does not publish a cohort comparison yet, so this page cannot tell you where Ciao Naples sits against every other operator.
There was one here, and it came down. It was assembled from a sweep across every partner at once, and a sweep is exactly the thing that hides a bad figure inside an average. Every partner is now being read end to end on its own page, and a median goes back up only once that is true of all of them.
Until then, read this as one operator’s result. It is not an average and it is not a promise about your account.
Your tours are already photographed.
The posts are the missing hour. Connect one account and approve what goes out.