LBank — a month of Facebook and Instagram for a crypto exchange

A crypto exchange is a hard thing to be likeable about. The product is order books, trading pairs and futures, the audience is wary of scams, and most of what an exchange could post is either a price chart or a promotion. Pages in this category tend to become a feed of announcements that only existing traders read.

LBank wanted the opposite: a page that new people would follow and come back to, on the two platforms where that audience actually spends time. That meant building an audience on Facebook, where people like and comment, and getting seen on Instagram, where Reels travel far beyond a page's followers. It also meant doing it on a modest budget, so the organic content had to carry most of the weight and the paid campaigns had to be pointed at one clear outcome each.

We ran both accounts for the month: 27 pieces of content published across Facebook and Instagram, 15 Reels and 12 image posts, planned so that something new went out almost every day. Alongside the content, two paid campaigns ran with one job each. On Facebook, a page-likes campaign built the audience. On Instagram, a profile-visit campaign sent people from the feed to the account itself.

Facebook did what it was pointed at. The page gained more than 1,700 likes in the month, and content there drew 90,400 views, reached 11,600 people and earned 1,800 interactions. For a crypto page, that interaction count is the number that matters most: it is people commenting, reacting and sharing rather than scrolling past.

Instagram was the reach engine. Content there drew 71,700 views and reached 43,300 accounts, nearly four times Facebook's reach, carried mostly by Reels. It converted far less of that attention into followers, though: the account gained 63, and interactions were 242. We are putting that next to the reach figure rather than leaving it out. Instagram put LBank in front of a large new audience, and most of it watched and moved on.

So the plan for the next month followed the numbers. Keep funding the Facebook likes campaign that is building an engaged audience. Put more behind the Reels that are already travelling on Instagram. And add stories, polls and other interactive formats so that some of Instagram's reach turns into followers and conversations, checking engagement weekly to move budget toward whichever platform is earning it.