Case Study: Mercy For Animals achieves millions of weekly organic social impressions with Buffer

How Mercy For Animals Gets Millions of Social Media Impressions Every Week

Mercy For Animals is an international nonprofit that campaigns to end cruelty to farmed animals and relies heavily on social media to drive awareness. After Facebook’s algorithm changes reduced organic reach, the organization — a lean global team managing 19 accounts across multiple regions — faced the challenge of maintaining engagement and impressions without using donor money to boost posts or adding significant staff time.

They standardized a data-driven content strategy and adopted Buffer to schedule, store and analyze posts, recycle high-performing content, and better coordinate regional teams. The result: a sustained lift in organic reach — including a 300% increase in Twitter impressions, more than 70,000 new followers on their main Instagram account in 2018, millions of weekly impressions and a 19% impressions increase over a prior 90-day period — all achieved without extra ad spend or major staffing increases.

Mercy For Animals

Joe Loria

Content Manager