"I was working with a small business on social media strategy, and I decided to do a deep dive into how Instagram was working to convert the business's audience into followers and ultimately, paying customers. The brand was convinced content like reels and longer videos were helping the most to convert followers to customers. While views on the videos were high, I ultimately discovered that many of the accounts viewing the reels and videos were not even followers of the brand. That kind of content has a tendency to become more widespread. I ultimately discovered that paying customers were coming from the brand's story posts, so we decided to expel more energy towards that area of content."