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Metal products manufacturing and sales · Marketing strategy, SMM (Instagram, Telegram, YouTube), paid ads, video production · January 2026 to date

Fair Metal: content that sells, not content that just gets views

A metal manufacturer’s content, ads and sales team joined into one system across Instagram, Telegram and YouTube. The result: requests that turn into sales, and content that became the benchmark in the niche.

  • 1,714leads in 11 months
  • 20%+of leads became clients
  • 2.95Mreach (accounts)
  • 1.2Mviews on the top Reel

01 · Instagram, YouTube and the quiz landing

Fair Metal’s Instagram profile, feed and Reels, Instagram Insights, YouTube Analytics and the quiz landing for ads (3 steps, uz/ru).

02 · Ad and Reels videos

  • Fair MetalVideo for paid ads
  • Fair MetalVideo for paid ads
  • Fair MetalVideo for paid ads
  • Fair MetalVideo for paid ads
  • Fair MetalVideo for paid ads
  • Fair MetalVideo for paid ads
  • Fair MetalVideo for paid ads
  • Fair MetalVideo for paid ads
  • Fair MetalVideo for paid ads
  • Fair MetalVideo for paid ads

Videos we shot and edited for paid ads and Reels. Muted — tap to unmute.

03 · The task

When we arrived, Fair Metal was shooting videos with no offer in them: viewers could not even tell what the company did. There was a page and there were ads, but neither worked for sales.

04 · What we did

  1. 01

    Built the strategy

    We started with the audience, competitors and the offer. Who to reach, on which channel and with which offer was fixed in one marketing strategy.

  2. 02

    Rebuilt the offers

    Every video and ad now carries a concrete offer: factory price, delivery, quality control. The goal became a request ready to buy, not just a lead.

  3. 03

    Landing page + ERP and CRM

    Since June the ads lead to a website instead of a lead form. Every request lands in the CRM, the sales team sees it and the outcome is tracked.

  4. 04

    Professional video and drone

    The plant, warehouse and loading were filmed professionally and from a drone, so buyers see the scale with their own eyes.

  5. 05

    Bloggers as ad creatives

    Blogger videos were tested in paid ads: their CTR (1.05–1.50%) was well above regular creatives (0.55% on average).

  6. 06

    Work with the sales team

    Master classes for the call centre and sales team: how to answer a request and how to present the offer.

  7. 07

    Launched YouTube

    50 thousand reach in the first month; more than 72 thousand views to date.

05 · Results

Impact on sales
1,714 leads in 11 months, more than 20% of them became real clients. After the landing page and CRM lead quality rose: requests now come from people ready to buy.
Ad reach
5.55M impressions, 2.95M accounts reached (Meta Ads, January–November 2026).
Benchmark content
Fair Metal’s Instagram became the content benchmark for competitors in the niche: the top Reel has 1.2M views, the next ones 288K and 160K.
Instagram and YouTube
Instagram: 4,975 followers, +20.6% in the last 90 days; 2.04M views and 5.3K profile visits in 90 days. YouTube: 50K reach in the first month, more than 72K views to date.
Audience
64% of viewers are 25–44, mostly men — exactly the people who buy metal.

06 · Leads by month

Meta Ads report, 2026. Each bar is the number of leads that month.

07 · Most viewed content

  • 1.2MviewsBozorda metallni arzon t…
  • 288KviewsYetakchi metall yetkazuv…
  • 160KviewsKerakli metallni qidirib d…
  • 105KviewsEng ishonchlisi — baribir…

Sources: Meta Ads report (Fairmetal ADS, 03.11.2026), Instagram Insights and YouTube Analytics (03.11.2026). Client name and figures shown with the client’s consent.

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