D2C · Home textiles · Instagram
From craft brand to search-native storefront.
Rebuilt the Instagram grid around search intent — cover text, keyword captions, saveable carousels — and rerouted paid budget behind the top-ranking posts.
loombloom From craft brand to search-native storefront.
The problem
Beautiful product, invisible feed. Loom & Bloom was posting three times a week and averaging 400 likes on posts that looked like magazine spreads. Nothing was ranking inside Instagram search. Paid was carrying every rupee of revenue.
The approach
- 1
Rebuilt the grid around 12 seed queries pulled from Instagram search — 'cotton bed sheets', 'sustainable home decor', 'craft cushion covers' and nine more.
- 2
Rewrote every cover: keyword-front on-screen text, product visible in first frame, thumb-stop hook inside 1.5 seconds.
- 3
Shipped a weekly Reels system — 2 hero + 3 utility + 1 remix — with saveable carousels running in parallel.
- 4
Piped the top three ranking posts into paid, capped budget at 20% of organic reach.
What changed
- 18 non-brand queries now rank Loom & Bloom in Instagram search's top 5.
- Save rate 3.4× the category median; the strongest 'useful to me' signal on the platform.
- Paid CAC down 41% because top-ranking organic posts were the ads.
- Community team is now the second-biggest source of qualified DMs after Meta ads.
"The team stopped treating Instagram like a magazine and started treating it like a storefront with a search bar. Everything changed in the second quarter."
Names abbreviated per client consent · Metrics as reported at engagement close
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