Portfolio Case Study · Marpu Foundation
Social Media Marketing & Audience Intelligence
Analyzing platform performance, content engagement, and audience behavior across Instagram, LinkedIn, Facebook and YouTube using Python.
Portfolio note: this dataset is synthetic, built to demonstrate the analytical workflow. It is not presented as Marpu Foundation's actual confidential performance data.
Project Overview
This case study analyzes social media marketing activity across four platforms to answer six core business questions: which platform drives the strongest engagement, which content formats and themes perform best, which posts generate the most reach, what posting patterns correlate with stronger engagement, and where content focus should shift.
Key Metrics (across 1,200 posts)
Total Reach
15.5M
Total Impressions
21.9M
Total Engagements
1.09M
New Followers
107K
Top Platform
Instagram
Top Format
Reel
Platform Performance
Average engagement rate by platform
Insight: Instagram leads with a 7.06% average engagement rate, well ahead of YouTube (6.01%), LinkedIn (4.76%) and Facebook (3.74%).
Total reach by platform
Insight: Instagram also generates the highest total reach (5.9M) despite not having the most posts, confirming it as the priority channel for content investment.
Content Format & Theme
Engagement rate by content format
Insight: Reels outperform every other format (6.57% engagement), followed by Video (5.88%) and Carousel (5.64%). Text posts trail at 3.58%.
Engagement by content theme
Insight: "Volunteer Story" content performs best (5.68% avg engagement), narrowly ahead of "Impact Story" and "Education" themes — human-centered storytelling resonates most.
Posting-Time Analysis
Average engagement by posting hour
Insight: Engagement peaks around 15:00 (5.98% avg), with a secondary peak near 22:00 — suggesting an afternoon and late-evening posting window works best.
Top Performing Content
| Platform | Format | Theme | Hour | Reach | Engagement Rate |
|---|---|---|---|---|---|
| Reel | Campaign | 13:00 | 13,259 | 11.32% | |
| Reel | Impact Story | 21:00 | 28,552 | 11.29% | |
| Reel | Education | 18:00 | 32,394 | 11.27% | |
| Reel | Volunteer Story | 09:00 | 28,402 | 11.27% | |
| Reel | Community | 10:00 | 32,621 | 11.11% |
Pattern: Every one of the top 15 posts is an Instagram Reel — reinforcing that format + platform combination as the strongest lever for reach and engagement together.
Business Recommendations
- Platform priority — Instagram shows the strongest average engagement in this case study. Prioritize high-performing formats on this platform.
- Content strategy — Reel is the strongest content format by average engagement. Increase testing of this format while maintaining a balanced content mix.
- Content themes — Volunteer Story is the strongest-performing theme in the dataset. Develop additional variations around this theme.
- Posting timing — The strongest average engagement occurs around 15:00. Test publishing windows around this period rather than relying on a single fixed time.
- Measurement — Track reach, engagement rate, shares, saves, clicks and follower growth together. Avoid optimizing only for likes.
- Test-and-learn — Run controlled tests of content format, hook, posting time and platform to validate whether observed patterns continue over time.