Case study
A Facebook page that stands for a business
Nobody expects a freight company's Facebook page to look like a creator's. They do expect it not to be empty. Sixty-one likes on a page going into a pitch deck and a job ad raised a question the business did not want asked. The order brought the page into the range of a company its size and left it there.
Published
61 to 2,480
page likes in three weeks
Rania Haddad
Northline Freight · Co-founder, B2B logistics startup · Dubai
The situation
A company page is opened by people checking whether the business is real: an investor doing diligence, a candidate before an interview, a customer before a first order. The header number does more work here than on a personal profile, and sixty-one is the number that makes people look for a second source.
The wrong move is a creator-sized number. A logistics startup with forty thousand page likes and no comments looks stranger than one with sixty. The target was the range of comparable companies, which for a forty-person firm sits in the low thousands.
The goal
Bring the page into the band a business this size occupies, and put a plausible count under the handful of posts a visitor reads.
What was ordered
| Service | Quantity | When | Why |
|---|---|---|---|
| Facebook Page Likes | 2,000 | Week 1 to 3 | Paced over three weeks. A jump from 61 to 2,000 in a day is visible to anyone who checked twice; over three weeks it reads as a company that started posting. |
| Facebook Followers | 1,500 | Week 1 to 3 | Followers sit beside likes in the header. Slightly fewer than likes, which is the ratio most business pages show. |
| Facebook Post Likes | 40 to 90 per post, 6 posts | Week 2 | The six most recent posts: a hire announcement, two route updates, a photo of the new warehouse. Enough to look read by the company's own network, not more. |
Page likes over three weeks
How it went
- 1
Week 1
Page likes and followers begin
Roughly a hundred a day of each, which on a page that had been static is a believable response to the company starting to post again.
- 2
Week 2
Post likes on recent posts
The six posts a visitor scrolls, weighted towards the warehouse photo and the hiring post, which are the two a person would actually react to.
- 3
Week 3
Pitch deck and job ad go out
The page linked from both showed 2,400 likes, 1,800 followers and recent posts in the dozens.
- 4
After
Candidates and inbound
The job ad drew 3x the applications of the previous one. Two applicants mentioned checking the page. One inbound customer enquiry came through the page's message button, the first ever.
Before and after
| Metric | Before | After | Change |
|---|---|---|---|
| Page likes | 61 | 2,480 | +2,419 |
| Page followers | 58 | 1,870 | +1,812 |
| Likes on recent posts | 0 to 3 | 40 to 110 | in range for the page size |
| Applications on the next job ad | 9 | 27 | 3x |
What to take from it
- 1A business page has a size band. Aim for the band, not for a creator number.
- 2Pace a page that has been static. Three weeks reads as a company waking up; one day reads as a purchase.
- 3Put small counts under the posts a visitor scrolls. An empty comment row under a 2,000-like header is the next question.
“It is not that the page got us the round. It is that nobody asked about it, which is what a page is for.”
More case studies
Start the same order0 to 1,240
followers in 14 days
A new TikTok account and its first two weeks
Dana Reyes · Home cook, short recipe videos
38 hours
to reach 10,000 views, against a channel average of nine days
A YouTube video with a date on it
Tom Hale · Woodworking tutorials, 11k subscribers
0.4% to 2.3%
engagement on the nine most recent posts, in six days
An Instagram profile a brand was about to open
Priya Nair · Travel creator, 22k followers