Instagram Growth & Engagement for 3 Locks Brewing Co.
Consistent Reels + storytelling increased organic reach and interactions.
Overview
Over three months, 3 Locks Brewing Co.’s Instagram saw a major lift in organic reach and interactions. By combining short, authentic Reels and human-centred posts, the brewery grew its audience without paid ads.
Strategy & Approach
Focused on authentic, short Reels (5–7 seconds) and team-led storytelling.
Posted 3 x per week, balancing product, people, and place.
Monitored insights weekly to identify top-performing formats.
Re-used visuals and captions to create a repeatable workflow for future releases.
Content
Slushy Season Reel
This summer-themed Reel captured attention with vibrant colours and upbeat pacing. It highlighted the taproom experience and introduced a new seasonal product in an authentic, lifestyle-driven way.
Sales Guy Reel
A spontaneous, humorous clip featuring the sales team, which proved that playful, unpolished moments drive discovery. This Reel achieved the highest reach, attracting 67% non-followers organically.
Performance
Across all content, views increased 158% and interactions rose 123% over three months. Every improvement came purely from organic posting.
Results
70.6K total views (+158%) and 1.7K interactions (+123%) in three months.
Established a consistent Reels + carousel workflow now used for all releases.
Discovered that authentic moments outperform polished product shots.
Created a reusable content kit (shot list, caption formats, thumbnail template).
What Changed
This project set the benchmark for how 3 Locks approaches Instagram to increase reach and engagement with creative, community-focused, and 100% organic content.
Team Carousel
A farewell post celebrating a key team member generated the highest comments and saves, showing the value of community-centric storytelling.
