An executive advisor’s Instagram, turned toward the clients she actually sells to

A solo advisor who helps leaders through the human side of change: AI adoption, restructuring and global expansion. Her clients are executives and heads of transformation at mid-sized and large companies.

Instagram was her biggest channel, with 13.4K followers and almost 800 posts. But that audience had been built on general psychology and parenting content, far from the problems her corporate clients pay to solve.

• The wrong audienceFollowers came for parenting and self-help, and a corporate buyer would never see themselves in the feed
• No clear expertiseTopics changed every post, so nothing said “this is the person to call about change management”
• Template graphicsQuote cards with watermarks, while a solo expert sells on how she thinks and speaks
• LinkedIn out of stepThe profile where corporate buyers look did not match the new positioning

• One clear positioningProblemThe account talked about everything, so it sold nothing.What we didChange management for companies rolling out new systems and AI and meeting resistance from their teams.
• Talking-head ReelsProblemQuote cards could not show her expertise.What we didShort videos of her explaining one idea at a time, 24 to 98 seconds each, on the single subject.
• Titles that name the problemProblemViewers could not tell in a second who the post was for.What we didEvery title names the sector and the problem, such as AI adoption, resistance or leadership in change.
• LinkedIn rebuiltProblemBuyers checking LinkedIn saw a profile that told a different story.What we didHeadline, About section and seven positions rewritten around change and transformation advisory.

Instagram feed, before and after

New Reels

Insights, 90 days

Profiles after the repositioning

• The right people watching70% of interactions now come from people who do not follow her, on topics a corporate buyer recognises
• Clear expertiseInstagram and LinkedIn tell the same story: the advisor to call about change and transformation
• Reach without ad spendEleven times more accounts reached in 90 days, entirely organic