The Missing PieceFrom No Content Engine to 309 New Followers in 24 Days
In the first 24 days of a 12-week content plan, Solara AI took The Missing Piece from a standing start to 309 new Instagram followers, and launched a TikTok account from zero where 86.6% of its reach came from the For You page — people who had never heard of him.
Where it started
The Challenge
Alistair already had what most coaches spend years trying to earn: real experience, a strong personal story, and 32 five-star Google reviews. But none of that was showing up on social. There was no consistent posting rhythm, no video content built around how he actually talks, and no presence on TikTok at all.
That mattered because the people who could benefit most from his coaching, people dealing with sobriety, relationships, or personal growth, were not seeing him in their feed. The problem was not the quality of the work. The problem was that nobody was turning it into content.
Before
No consistent social posting. No TikTok presence. Real expertise and a strong personal story with no content engine turning it into reach.
After 24 days
309 people following him on Instagram who weren't before, and a TikTok account built from zero where 86.6% of reach came from the For You page.
What we built
The Strategy
We built a content plan and a production system, not a one-off batch of posts. At the center of it was a voice-based production system built around Alistair's own speaking style, so the videos sounded like him rather than a generic script read by someone else.
- Built a 12-week content plan and delivered the first 4 weeks of platform-ready content.
- Set up a voice-based production system around Alistair's own speaking style for short-form video.
- Produced short-form videos, quote-led posts, and carousels, adapted for each platform instead of posted identically everywhere.
- Launched a brand-new TikTok account from scratch.
- Repurposed content across Instagram, Facebook, and LinkedIn, including a regular Sunday post.
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What changed in audience
Social Results
We turned Alistair's lived experience into short-form videos, quote-led posts, and carousels that felt personal instead of generic, then adapted them for each platform rather than dumping the same post everywhere.
309 new followers
671 likes & interactions · 16,081 views
TikTok (new account)
1,899 people reached
86.6% from the For You page · 2,353 views · 78 likes
Facebook + LinkedIn
95+ reactions
70 reactions on the top post · cross-platform reach
The voice-based production system built around Alistair's own speaking style made it possible to create more video content without losing the tone that made the content feel real in the first place.
What it means for your business
Why This Works
This worked because the business already had substance. Alistair had real experience, real reviews, and a real point of view. The problem was that none of it was reaching people on social. Once there was a plan, a voice-based production system, and a publishing rhythm across platforms, the audience started to show up.
That same principle applies well beyond life coaching. If you run a service business and you know you're better than what your social presence shows, the opportunity is usually not more hustle, it's a system that turns what you already say and do into content, consistently.
Could this work for your business?
If you have real expertise but no content engine behind it, this is what we build.
“The biggest shift was finally feeling like my online presence matched the work I was doing.”
Alistair Johnstone
Founder, The Missing Piece · Glasgow
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