How This Food Blogging Duo Got 7X More Instagram Story Views Using Existing Recipes
Louise and Nico from hilltoprecipes and theplantbasedschool had been building their food blog with consistent content and a growing Instagram following.
But like most creators, they were looking for better ways to grow their traffic and email list from social.
Then everything changed.
By combining smart data analysis with Grocer’s List, Louise and Nico discovered how to turn their existing content into explosive email growth.
Their breakthrough campaign generated 760 new email subscribers in just four days, and it all started with content they'd already created.
Here's their complete playbook, including the data-driven strategy and automated system that made it possible.
The Data-Driven Discovery That Changed Everything
While many food bloggers create content based on trends or inspiration, Louise and Nico discovered something powerful hiding in their Google Analytics: seasonal patterns that revealed exactly what their audience was searching for.
“We saw that our cold dinners from last summer were getting traction in Google Analytics, so we decided to act fast and turn it into an ebook.”
This wasn't random content creation. It was strategic packaging based on real data about what people actually wanted.
They took recipes that were already proven winners and transformed them into a comprehensive resource.
The result?
“Since we launched our ebook freebie (Cold Dinner Ideas) with a dedicated Reel this Sunday, we got 760 emails just from that in 4 days. I’ve never seen anything like it!!”
Their Content Strategy:
Analyzed Google Analytics to identify high-performing seasonal content
Packaged existing recipes into a valuable lead magnet (Cold Dinner Ideas ebook)
Timed the launch to match seasonal search behavior
Created a dedicated Reel to showcase the resource
Automated the delivery of the ebook via DM using Grocer’s List
The genius is in recognizing that your best lead magnets might already exist in your content library. They just need to be repackaged and strategically introduced to your Instagram audience.
Another Win: The Instagram Story That Generated 7X Normal Reach
In another campaign, Louise and Nico tested Grocer’s List's story DM feature with remarkable results.
“I used your story DM feature, and got an incredible response rate and new email addresses, I can almost not believe the results!! 35,000 views so far, stories usually get 4,000-5,000 views. Got 220 email addresses just yesterday!”
The Numbers 📈
Normal Instagram Story Performance: 4,000-5,000 views
This Story Campaign: 35,000 views (7X improvement)
Email Signups: 220 in a single day
The automation from Grocer’s List made it effortless for followers to either get immediate recipe access or save recipes directly to their email.
The 7X reach improvement happened because Instagram rewarded the engagement from people commenting, while the real win was 220 new email subscribers from one story.
How to Steal This Playbook ✏️
Ready to replicate Louise and Nico's success?
Here's their exact process:
Step 1: Mine Your Google Analytics - Look for content that's already working. Louise and Nico spotted their cold dinner recipes getting consistent traffic and seasonal spikes. What recipes or themes in your analytics show similar patterns?
Step 2: Package Your Winners - Take those proven recipes and turn them into a comprehensive lead magnet. Louise and Nico created their "Cold Dinner Ideas ebook" by organizing existing recipes into one valuable resource. Think meal plans, seasonal collections, or themed recipe guides.
Step 3: Create Dedicated Content - Launch your lead magnet with focused promotion. Louise and Nico used a dedicated Reel plus Instagram stories. Showcase the value and make it clear what people will get.
Step 4: Automate the Process - Use Grocer’s List to automate your DMs. Offer two options: immediate recipe access via the link or the option to “save to email”. Let Grocer’s List do the heavy lifting while you focus on creating.
Bottom line: Your content library isn't just a collection of blog posts. When packaged strategically and promoted through this exact playbook, it becomes an email list building machine.
