over 71 months, May 2020 to March 2026
Case study. Content and social media management.
Five Reels in six years. Fifty in seven months.
J&J Excavating & Trucking in Corvallis, Montana had the reputation, the equipment, and the crew. What it did not have was a feed that showed any of it. On April 13, 2026, Kiln published its first post.
Before Kiln, 5 Reels71 months
With Kiln, 50 Reels7 months
29 weeks
94,778Reel views in seven months
+385%More views per Reel, on average
6.9×How often the account posts
50Reels, up from five in six years
The challenge
A strong reputation nobody was seeing.
J&J had already done the hard part: an established company, an experienced crew, serious equipment, and years of real work. Its Instagram worked like a photo album. Equipment shots, materials, company notices, and holiday graphics, posted about twice a month. The people were never introduced, and the scale of the jobs never made it onto video.
Before Kiln129 posts
Video5 Reels
4 percent of everything posted
Views1,954 views
across every Reel the account had ever posted
The change
From 22 posts a year to a pace of 151.
Kiln built a calendar around the jobs already happening, shot them, and published on a steady rhythm. More than half of what goes out now is video. Each chart compares the same measure across both periods, so the difference in length does not tilt it.
Posts per month
6.9× as oftenBefore Kiln
1.82
With Kiln
12.57
Average posts published each month
Posts per year
AnnualizedBefore Kiln
22
With Kiln
151
The Kiln figure is annualized from seven months
Reels per month
50 Reels in seven monthsBefore Kiln
0.07
With Kiln
7.14
Average Reels published each month
Views per Reel
+385%Before Kiln
391
With Kiln
1,896
Average views, counted November 1, 2026
See the full numbers
| Measure | Before Kiln | With Kiln |
|---|---|---|
| Period | May 2020 to March 2026 | April 13 to November 1, 2026 |
| Months measured | 71 | 7 |
| Posts | 129 | 88 |
| Posts per month | 1.82 | 12.57 |
| Posts per year | 22 | 151 (annualized) |
| Reels | 5 | 50 |
| Reels per month | 0.07 | 7.14 |
| Reel share of posts | 3.9% | 56.8% |
| Total Reel views | 1,954 | 94,778 |
| Average views per Reel | 391 | 1,896 |
| Median views per Reel | 289 | 1,371 |
The work
Three Reels, three reasons to remember J&J.
Different stories reach different people. Together these three passed 25,006 views, and each one carries a piece of the strategy.
Community9,894views
J&J and Granite Concrete
Two local companies on the same job. Showing who you build with tells a client who they are hiring.
Watch on Instagram Projects9,247viewsAerial project overview
Scale that ground level photos cannot carry. The whole site, the cut, and the finish in one frame.
Watch on Instagram People5,865viewsMeet Sam, lead mechanic
The person who keeps the fleet running. People remember people long after they forget equipment.
Watch on InstagramOn site
Shot on J&J's job sites.
Their operators, their machines, and their projects, captured by the Kiln crew.
The strategy
Make the work visible. Make the people memorable.
Every post had a job. Five content pillars kept the calendar balanced, so the feed shows a whole company and more than a fleet.
People
Introduce the crew and the people clients will meet. Meet Sam, meet Krista, the people of J&J.
Projects
Show the size and progress of real jobs, with aerial views that carry the scale.
Education
Explain the materials, equipment, and site work most people never see.
Community
Feature the partners and local companies J&J builds alongside.
Consistency
A planned calendar and one look, so the feed is recognizable at a glance.
Why it matters
Most of the people watching do not need an excavator today.
That is the point. Consistent content keeps J&J familiar to the people who will need it later, so when the job comes up, the name already means something. They see the crew, the equipment, and the standard of work long before they ever call.
- A homeownerplanning a major project
- A general contractorlooking for a reliable excavation partner
- A developergetting ready to break ground
- A local businessthat needs an operator it can trust
What Kiln delivered
One crew, the whole system.
The same crew planned, shot, edited, wrote, and published every piece.
- Content strategy
- Video production
- Jobsite photography
- Aerial video
- Crew features
- Educational content
- Partner stories
- Planning and publishing
How we counted. The Kiln period runs about 29 weeks, from April 13, 2026 to November 1, 2026. We round that up to seven months for every monthly average, which slightly understates Kiln's pace. Reel views are cumulative, as displayed on Instagram on November 1, 2026. Older Reels have had longer to collect views, which favors the before period. The two periods differ in length, so the charts compare monthly averages, and the Kiln yearly figure is annualized from seven months. Post counts come from the account grid and exclude third party collaborations. These figures cover Instagram publishing and views only. They do not measure follower growth, reach, or leads.
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