In 2023, Max’s LGBTQ+ social media and community platform Human By Orientation set out to supercharge our audience growth and engagement and reach more of Max’s queer fans than ever before. We hoped for major increases in followers, engagement, and social media value year-over-year, but we didn’t anticipate what happened next: we added almost 60K new Instagram followers — a 208% growth year-over-year — completely organically, thanks to a steady stream of mega-viral Reels that sold the Human By Orientation value proposition. We doubled both total engagements and more than doubled our total impressions from 2022, and with fewer total posts and partnerships.

Crucially, we did this by slow and steady investment in a diverse range of content types and fan demographics, which supports sustainable community growth and allows us to continue to attract new fans and introduce our community to new titles and campaigns at the same time.