Instagram Account Management for a Portfolio of Jordanian Brands: 3.64% Engagement in 90 Days

A fourth challenge ran through all of them: localisation. Global Instagram playbooks do not transfer directly to Jordan. What gets attention here depends on local values, humour, trends and cultural moments, and the timing of a post matters as much as the post itself.

The first change was not creative at all. We changed what the accounts were measured on. Followers stopped being the headline number; engagement rate and conversion actions such as profile visits, website clicks and direct messages took its place. Once that was clear, every content decision could be judged against it.

Next came structure. Each brand got its own content matrix that balanced educational, promotional and community-building posts, plus visual guidelines and a tone-of-voice document so that every post looked and sounded like the same brand, whoever produced it.

Then the data took over. We analysed each account’s audience to find when its followers in Jordan were most active and which content they preferred, and ran structured A/B tests on headlines, calls to action and creative formats. Reels, Stories and Guides were used because the numbers said they worked for that account, not because they were trending.

Finally, we built the path from attention to action. Interactive Story campaigns invited followers to take the next step, a DM response protocol made sure inquiries became leads instead of unread messages, and partnerships with micro-influencers in Jordan added authentic, local credibility.

The views gave the brands massive top-of-funnel awareness across Jordan, and more than three million unique accounts reached means the content travelled well beyond existing followers. But the number that tells the story is the engagement rate: content that people chose to interact with, at a rate well above the Jordan average.