[JUDGING] spunout
Section: Instagram NGO
Organisation Name: spunout
Instagram Questions
Name Of Brandclient
spunout
Personpeople Who Leads This Account
Molly Roberts, Social Media Manager, leads the day-to-day management of the spunout Instagram account, including scheduling, publishing, community engagement and moderation. She works as part of spunout’s in-house Digital Marketing team alongside Gráinne Harte, Head of Digital Marketing; Caoimhe McEneaney, Art & Creative Design Manager; and Fintan Brennan, Digital Content and Paid Media Executive. Content is developed collaboratively with spunout’s Content, Services and Youth Participation teams. Captions, messaging and information are reviewed through our Notion content calendar, with final editorial oversight from the Head of Content. Young volunteers also play a central role by identifying topics through consultations, youth-proofing information, creating user-generated content and appearing in videos. This ensures the account remains genuinely by young people, for young people.
Link To The Web Version Of Your Instagram Account
https://www.instagram.com/spunout.ie/?hl=en
Do You Use Alt Text In Your Images And Caption Your Videos
Captions are standard across our Instagram video content, making information accessible to people who are Deaf or hard of hearing and to those watching without sound. We use clear, high-contrast caption colours informed by WCAG guidance and follow plain-English principles so complex information remains understandable. Accessibility is also considered through mobile-first formats, clear design, content warnings and relevant support signposting. We recognise that alt text has not been added consistently to every Instagram image. We identified this as an area for improvement and introduced training to strengthen our use of effective alt text across social content. We continue to review our accessibility processes as platform tools and guidance develop.
Outline Your Instastrategy - Why Is Instagram For You
Instagram allows spunout to meet young people in a space where they already seek information, share experiences & connect with others. Reels, carousels & Stories help us make evidence-based information feel useful, visual and human. We understand that platforms increasingly encourage people to remain within their apps, making it harder to move audiences to a website. We therefore create complete, useful Instagram content that provides value without requiring a click, while maintaining clear pathways to Text About It, spunout academy, navigator and Youth Information Chat. For us, Instagram is not always about creating something new. spunout.ie already has a large library of expert-validated, youth-proofed information. We repurpose this into timely Reels, carousels and Stories when it will be most useful. We map key moments in our Notion calendar, including CAO offers and Leaving Certificate results, so trusted advice reaches young people when they are actively looking for it. Our content is by young people, for young people. Volunteers influence topics through consultations, youth-proof information, create UGC & appear in videos. The team reviews the content calendar weekly and meets fortnightly to discuss trends and news affecting young people. Captions and content receive final editorial oversight from the Head of Content, while Instagram insights and GA4 guide optimisation.
How Can You Measure Impact To The Bizorg
content achieved a total reach of 1,029,193.
We assess performance through both scale and meaningful engagement. Reach and views show how widely information is distributed, while Reel retention helps us understand whether content genuinely holds attention.
We place particular value on shares and saves. A save suggests that someone found the information useful enough to revisit, while a share indicates that they believed it could help or interest a friend. Comments, replies, and direct messages provide further insight into the issues that resonate with young people.
Instagram is also important for building relationships with other organisations, services and creators. Collaborative posts, reshares, and active engagement help extend trusted information into new communities, strengthen partnerships and connect young people with a wider support network. We track follower growth, engaged accounts, watch time, profile activity, link clicks and landing-page behaviour. UTM links and GA4 help us follow journeys to spunout.ie, academy courses and service information. For service and fundraising campaigns, we also measure actions such as course enrolments, support referrals, fundraising participation and donations. Regular reporting informs our content, formats and paid investment rather than relying on impressions alone.
Link To An Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
Link: https://www.instagram.com/p/DIj10_Isu7b/?hl=en&img_index=1
On 16 April 2025, the UK Supreme Court issued a ruling concerning the legal definition of “woman” under the UK Equality Act. The decision generated significant online discussion and concern within the trans community. Although the ruling related to UK law, we recognised that trans young people in Ireland could still be affected by the wider conversation and misinformation surrounding it.
Within 24 hours, on 17 April, spunout published a clear and supportive Instagram carousel that directs trans young people in Ireland to trusted information, services, and sources of support.
The post demonstrated the importance of being reactive while maintaining accuracy, safeguarding and relevance. Our team monitored the evolving conversation, identified what young people might need, and quickly provided practical information in Irish rather than simply commenting on the news.
Hozier organically reshared the post, significantly extending its visibility beyond spunout’s existing audience. This demonstrated that timely, useful content can travel through trusted voices and communities without relying solely on paid promotion.
Instagram Insights:
Reach: 481,159
Views/impressions: 544,917 Views
Shares: 561
Saves: 488
So, I guess you could say we’re Hozier-approved.
Link To A 2nd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://www.instagram.com/spunout.ie/p/DK_xU2bsHPr/
Ahead of Charli XCX’s concert at Malahide Castle, we repurposed an existing spunout factsheet about poppers for an audience likely to find the information relevant. As the factsheet had already been validated and fact-checked, we could focus on transforming the trusted harm-reduction information into an engaging, Instagram-native carousel.
Charli has a significant following among young women and LGBTQ+ communities, and poppers may be used by some people within these audiences. To connect the information with this cultural moment, we used the distinctive Brat green throughout the carousel, while the opening slide referenced the artwork and title treatment of the deluxe edition, Brat and It’s the Same but There’s Three More Songs So It’s Not.
This demonstrates that our Instagram strategy is not always about creating information from scratch. spunout already has a large bank of trusted, evidence-based content. By identifying the right moment and creatively reformatting existing resources, we can deliver accurate and relevant information to young people quickly, without compromising our fact-checking or harm-reduction approach.
Post results: 20,486 views, 341 likes and 69 saves and shares.
Link To A 3rd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://www.instagram.com/p/DMLF4zYMLuS/?hl=en
This Reel used an open conversation with Irish creator James Doyle to address eating disorders, body dysmorphia and the fear of becoming a burden when opening up about mental health. Its purpose was to help young men feel less alone, normalise seeking support and increase awareness of Text About It as a free, anonymous service available by text and WhatsApp.
The video combined a trusted creator, lived experience and a clear pathway to support. The Instagram activity delivered 95,659 views, 141 saves, and 51 shares. We also garnered 2,627 likes. James was a collaborator on the post, which boosted our reach tenfold; he also engaged in the comments. Collaborating with James allowed us to reach a lot of non-followers' feeds; 85.9% of views came from non-followers.
