From Paid Ads Dependency to 10M+ Monthly Impressions — Organically
about SKYE
Astroclub had momentum. A real product, a growing community, and an audience that was already there.
Yet, when their social media stepped away from the company, I was called in to take over. By then, the brand’s social media growth had stalled.
Their solution was to up their ad spend. The problem, though, is that once you turn that hose off, the water stops pouring. They knew this wasn’t sustainable, so they gave me freedom to revamp the strategy.
They were posting twice a day and still watching engagement fall. Organic app downloads had practically dried up. Fewer than 10 new premium subscribers were coming in each month without paid support.
A great start had hit a very generic wall.
“Sarah did excellent work managing our Instagram account…”
How we collaborated:
When I came on board, the brief was clear: ads were being scaled back.
That meant organic had to carry the weight. The pressure landed squarely on me — and I had just 7 posts a week to make it count.
Running the numbers
The first three months were pure experimentation.
I went deep into the analytics — not just what was performing, but why. I tracked astrological cycles. I stayed across cultural moments and social media trends in real time. I tested new formats relentlessly and killed anything that wasn’t earning its place.
The astrology content space is crowded with the same tired formats recycled endlessly. Sun sign roundups. Vague Mercury retrograde warnings. It made astrology look gimmicky or a fun trend —team astrology or not, this isn’t ideal when you’re selling self-growth via astrology! Things had to change.
So we ditched the playbook and wrote our own.
content implementation
I handled the full operation. Graphic design, captions, content strategy, creator partnerships, briefs for collaborators. Every piece, every week.
Luni didn’t have to think about Instagram.
.When a founder doesn’t have to context-switch into content mode, they can stay in the work that actually moves the business. My job was to make Instagram invisible to them while making it impossible for their audience to ignore.
She consistently met all deadlines, was highly organised, and always brought fresh, trend-savvy ideas to the table. Her understanding of astrology and community engagement made her a real asset. She was proactive, creative, and reliable — exactly what we needed.”
the results:
Here’s what organic-first actually looks like when the strategy is built around long-term growth and brand rapport — not held on by ad-spend!
No longer buying their growth
Before, every new subscriber came with a cost attached. The moment the ad spend paused, the pipeline slowed. Aka. a fragile way to run a business…
We completely restructured their content, without ever losing the original brand voice their audience knew and loved. I worked with the platform, listened to what their audience were asking for, and ditched the short-life trend posts in favour of tapping into the larger cultural conversation.
For Astroclub, this shift meant premium subscribers started arriving without a cost per acquisition attached. 70+ a month, growing. An audience of 58K.
The ceiling on what’s possible looks completely different now.
Industry LEaders
Before I came in, content was playing catch-up with what the larger, more established brands were posting.
In order to truly stand out, I started drawing inspiration from outside the industry — outside the internet, even. This resulted in new, creative concepts that the aforementioned leaders started mimicking and resharing their own content.
We had created our own lane, and it grew like wildfire.
If Your socials are that person in the group project who does zilch, and lets the entire team down…
You need a partner who will drive tangible results for your business through original content, proven strategy and endless character.