עברית
The challenge:
The project focuses on cultural and religious content, encouraging people to join a daily Bible-study programme. The challenge was to generate interest in content that could feel demanding or distant, and reach varied audiences, including younger people, in a style suited to social media.
The activity ran throughout the year with several goals: strengthen the project's social presence, generate content engagement and encourage continued participation, using Facebook and Instagram only.
The approach:
The work followed an ongoing test-and-learn process during 2025, with four campaign types:
Campaigns for younger audiences
Campaigns for older, more engaged audiences
A dedicated Instagram follower campaign
Ongoing promotion of organically published posts and content
Audiences, messaging and creative were adjusted throughout the year, gradually moving from broad targeting towards warm audiences, existing lists and lookalike audiences.
The creative used direct, everyday language intended to prompt recognition and an emotional response rather than lecture. Videos, content promotion and influencer collaborations supported the engagement strategy.
The results:
During 2025, the Facebook and Instagram activity recorded 4,725,897 impressions and reached 2,060,985 unique users.
The younger-audience campaign recorded 3,458,957 impressions, reached 1,270,144 users and generated 24,424 results.
The older-audience campaign recorded 698,554 impressions, reached 386,621 users and generated 17,829 results. List-based and lookalike audiences accounted for most of its performance.
Engagement-focused content promotions recorded 501,403 impressions and 161,953 interactions, with a substantially higher result rate than click-focused campaigns.
The Instagram follower campaign recorded 66,983 impressions, reached 49,738 users and generated 1,989 page engagements.
Most content interactions came from a small share of ads, particularly videos and collaborations.
A closer look at the leading ads
Influencer collaboration ad
The ad ran on Facebook and Instagram, recording 177,273 impressions and reaching 128,128 users.
It generated 88,651 post engagements, with a 50% result rate as recorded in the spreadsheet and an average cost of approximately ILS 0.015 per engagement.
The ad's unusually high engagement illustrated the response to authentic content delivered by a familiar creator rather than a conventional branded ad.
A second influencer collaboration ad
The collaboration was published on Instagram on 28 October, recording 163,089 impressions and reaching 111,897 users.
It generated 59,008 post engagements, a 36.18% result rate and an average cost of approximately ILS 0.0338 per engagement.
This collaboration also recorded particularly high engagement relative to the other content and stood out as one of the activity's strongest performers.
The results
For an ongoing content project, engagement helps assess the connection with the audience, alongside reach.
The data shows that a small number of creative assets generated most engagement, particularly video and authentic collaborations.
The two influencer collaboration ads highlighted the engagement potential of content that feels natural to the platform rather than overtly branded.
Gradual adjustments and a focus on what performed supported activity involving tens of thousands of shekels, with less scattered spend and stronger engagement quality.
