A creator with 1.4M+ followers across three platforms came to us asking for someone to look at his data scientifically. We pulled six years of data across TikTok, Instagram, and YouTube, and what we found offered him a new lens on his content. After the audit, he added over 328,000 new followers on Instagram at a 6.7% engagement rate, more than double the platform benchmark.
Year:
2025
Channels:
TikTok, Instagram, YouTube
Audience:
1.4M+ Followers
The Problem
Timm came to us via a public Instagram Story: "I despise looking at my own metrics, but I'm very coachable… I'd do this myself but I need someone to help me look at things scientifically." He had 1.4M+ followers across three platforms and felt his TikTok performance slipping. What he needed was someone to read the data without the emotional weight of being the creator behind it.
The Insight
When we pulled six years of data across TikTok, Instagram, and YouTube, the slowdown Timm was feeling on TikTok had a clear explanation. The platform grew +35.8% in 2021, +22.2% in 2022, then dropped to +4% by 2024. His peak ran exactly with the platform's peak. He wasn't doing anything wrong. Understanding that changed every strategic conversation that followed.
-- Context before tactics: we read the platform trends before the creator trends -- Signal over vanity: we focused on share and save rates, the metrics Instagram's Adam Mosseri has publicly said the algorithm weights most heavily -- Custom built: reporting that gave him what he needed without overwhelming him
The Solution
We pulled six years of monthly data across TikTok, Instagram, and YouTube: like rate, share rate, comment rate, publishing volume, and follower growth. The deeper read on TikTok turned up a second finding: like rates had softened, but share rates had increased across every video duration in 2025. Users were engaging more. The platform was just reaching fewer of them. The third discovery was audience: the same creator had three meaningfully different audiences. TikTok skews younger, with 30% ages 18-24 and leans entertainment-driven. YouTube is primarily men 25-44, focused on career and personal growth. Instagram sits between the two, slightly older than TikTok and invested in Timm's full story. Each needed a different approach. That's now built into how we plan his content across channels.
Testimonial
Timm Chiusano
Content Creator, Complex Business Problem Solver
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