Our client is a family-owned outdoor living contractor in the North Dallas suburbs that builds custom outdoor kitchens, patio covers and full backyard transformations. Kelly ran their social media for a year, then came back when the company restructured and relaunched. She inherited an Instagram account inflated by thousands of purchased likes, cleaned it up and launched TikTok and YouTube. In the last 12 months the brand earned 661K views across four platforms, including 362K on a brand-new TikTok, and Instagram engagement grew 56% even as fake followers were cleared out.
The Instagram account looked big on paper: about 21,000 followers. But someone had bought thousands of likes before Kelly arrived, and the account was full of fake and inactive followers. The numbers looked good, but they weren't reaching real homeowners, and the algorithm knew it.
The business had also changed. After a restructuring, the company relaunched with new services and a new target customer. The old accounts stayed, but the audience on them no longer matched who the company wanted to reach.
The goal: stop chasing vanity numbers and build an audience of real North Texas homeowners who are planning a backyard project.
Kelly cleaned up first, then built a content system around the company's real work and real owners.
Fewer fake followers, more real attention. In the last 12 months (October 2025 to September 2026), the brand earned 661K views across Facebook, Instagram, TikTok and YouTube.
Instagram ended the year with about 1,000 fewer followers than it started. That was the plan: the followers who left were fake or no longer the right audience, and engagement went up 56% without them.
A note on the numbers: during this period the company restructured, social media paused for several months, and the brand relaunched with new services and a new target customer. Some followers left naturally as the content changed, and Facebook and Instagram views dipped below their 2025 peak while the new audience was built. Engagement rate is the better measure here, and it went up on both Facebook and Instagram.
It can be fixed. Fake engagement drags down reach because real people never see the posts. This client cleared out the fake followers, lost about 1,000 net, and grew real engagement 56% in the next 12 months.
For this client, yes. A brand-new TikTok account earned 362K views and more than 1,400 followers in its first year, more views than Facebook and Instagram combined.
Short video of finished projects, named project series and the owners talking on camera. Reels and TikToks drove most of this client's growth.
Yes. This client kept its existing accounts, shifted the content to its new services and customers, and accepted a short-term follower drop in exchange for the right audience.
