CASE STUDY · SOCIAL MEDIA MANAGEMENT · 60 DAYS
It happened twice: 60 days of Little Chicken Teriyaki on Facebook
Two separate reels, posted forty days apart, each seen by more than a million people. Here are all sixty days, including the parts that still aren't working.
4.65M
Facebook views
+30,900% vs prior 60 days
2.3M
Viewers
+27,100%
94,107
Content interactions
+60,600%
2,153
New Page follows
+37,400%
16,019
Facebook Page visits
+2,500%
$0
Ad spend
Fully Organic
Why a third case study
Our first two case studies on this account were about one reel. The fair objection to both was the obvious one: you got lucky once. That objection deserved an answer in the data rather than in a pitch. So we kept posting, kept watching, and waited. On September 23 a second reel — different video, different week, same approach — went past a million viewers on its own. This page covers the full sixty days, both breakouts, and the quiet stretch between them.
Sixty days, day by day
The page averaged 43 views a day in its first week, before our posting had a chance to land. Then two things happened a month apart. The August reel built slowly and peaked ten days after it went up. The September reel went the other way: it took off overnight and produced the biggest single day in this window — 765,313 views on September 25. For the 24 days between the two breakouts, with nothing going viral, the page averaged 16,045 views a day — roughly 375 times where it started.
01
43 views/day
(first week, Jul 31 - Aug 6)
02
16,045 views/day
(Aug 31 - Sep 23, no viral post)
03
2,344,809 views
(five days, Sep 24 - 28)
The two reels, side by side
Same page, same kind of short, funny behind-the-counter video, forty days apart. The second one did better on nearly every measure. Nothing was boosted — no ads ran on the account during the window.
The August 14 reel
1,978,719 views · 1,037,732 viewers · 18,174 reactions · 500 shares · 1,708 saves · 179 comments · about 85 days of total watch time.
The September 23 reel
2,282,649 views · 1,188,322 viewers · 46,223 reactions · 1,384 shares · 1,544 saves · 272 comments · about 131 days of total watch time. Posted to Instagram as well, where it drew 21,710 views.
What these numbers show
Two separate reels past a million viewers, forty days apart — a repeat, not a one-off. An ordinary-day level of about 16,045 views, roughly 375 times the first week, holding for 24 days with no viral post. 2,153 new Page follows and 16,019 Page visits over sixty days. All of it with $0 in ad spend.
What they don't
Revenue: zero link clicks were recorded, so nothing here is a sales claim. Where viewers are: we couldn't pull the audience location breakdown, so we can't say how many are in Seattle. Net follower growth: 2,153 is new follows; unfollows aren't subtracted. That it will happen a third time: twice in sixty days is a pattern worth building on, not a promise. No agency can guarantee reach, rankings or lead volume — platforms control distribution, not us.
What we'd do differently
What travels isn't what sells — yet. Both breakouts were comedy. The posts that describe the business did not travel: the in-house teriyaki sauce reel drew 862 views, the catering reel 420, the Kalua Pork return 738, and the hockey-night drink specials 187.
No one was handed a next step. Across 4.65 million views, Meta recorded zero link clicks on Facebook and zero on Instagram. 16,019 people visited the Page, but nothing on it can be traced to an order, a catering inquiry or a walk-in.
Posting had lapsed after August 28. It came back — eight posts between September 4 and 19, and the next one, on September 23, was the breakout. We can't prove the cadence caused it; a reel's reach is the platform's call, not ours. But you don't get a second breakout on a page that has stopped posting.
Source: Meta Business Suite Insights, Little Chicken Teriyaki, July 31 – September 28, 2026, compared with the prior 60-day period; read September 29, 2026. Per-reel figures are lifetime totals as of September 29. Instagram's own views figure is omitted because it double-counts reels crossposted from Facebook. No ads ran on the account during the window. This case study describes one client over one period and is not a projection of results for any other business.
Once is luck. Twice is a system.
Getting seen is a solvable problem. Keeping the audience and turning it into customers is the part most businesses lose. Watt Consulting connects social, search, your website and your Google Business Profile into one strategy, with one person accountable for the whole thing.
What's next
Make the funny reels do a job
Keep the format that travels, and put the Armory location, the menu and catering inside it rather than in separate posts nobody sees.
Give every viewer somewhere to go
A menu and catering link on the Page and in the bio, tied to Google Business Profile, so the next case study can report clicks and inquiries instead of views.
Put Instagram on the same system
Instagram reach grew 74% over the same sixty days, but it is still a fraction of Facebook. It should get the same attention.