Fishkeeping brand communication that builds expert authority and an engaged community
Running Aquael's social media with expert content series and live broadcasts — an average of 388,717 views and 184,799 reach per month on Facebook.
Our client
Aquael makes everything you need to set up and care for a freshwater aquarium or a garden pond. Its key product lines include aquarium filters, heaters, lighting hoods, complete aquarium kits, and air pumps.
The brand puts particular weight on innovation and on technology the market hasn't seen before, so its communication runs on knowledge, market education, and building authority in the fishkeeping category.
The challenge
Social Lama's brief was to run Aquael's social media so that it combined the sales-driven nature of the products with real educational value and built the brand's position as an expert in the fishkeeping category.
- Strengthening the brand's expert positioning — credibility, authority, and market education.
- Building an engaged community that isn't afraid to talk to the brand and happily tags it in photos of their own setups.
- Creating varied content that ties back to the products, marks key occasions, and gets audiences involved.
- Using video formats and live broadcasts to grow viewership and engagement.
Results
Our approach
An original expert content series
We introduced #BecomeAnAquaelExpert, an original series of longer posts written by the experts who work with the brand. The format reinforces Aquael's expert standing, supports SEO and organic traffic through how-to topics, and keeps audiences with the content longer — they save and share it more readily.
Long-form pieces are easy to repurpose — one post turns into a series of posts, shorts, a newsletter, or customer-service materials. The result is a consistent, recurring format that educates, supports purchase decisions, and steadily builds Aquael's image as the "first choice" brand in its category.
Live broadcasts with Michał Adamek
We added another series — the AQUA LIVE SHOW broadcasts with Michał Adamek on aquascaping. Video drives engagement: the series proved hugely popular, and the streams drew plenty of live comments.
The videos featured people with real knowledge and authority in the field, and the production itself was top-tier — the quality of both the substance and the visuals clearly drove the viewership. Breaking post performance down by content type confirmed it: video generated the highest reach and engagement.
Varied product content
We created posts on a wide range of topics that tied back to the products, marked key occasions, and got audiences involved — from how-tos presenting an aquarium as a natural air humidifier to complete starter kits for beginner fishkeepers, like the AQUAEL LEDDY SEED.
Every post paired an educational angle with a product one, showing that well-chosen, precision Aquael equipment is the foundation of a thriving tank. That let the content support purchase decisions without losing its useful, how-to character.
An engaged community around the brand
We built an active community around Aquael — one that isn't afraid to talk to the brand and tags it regularly on Instagram, in photos of their own setups and gear. The brand also gained ambassadors who write about using Aquael equipment entirely on their own initiative.
Running the profile consistently showed up in the numbers: across October 2023 – October 2024, the Facebook profile averaged 388,717 views and 184,799 reach per month, 9,033 engagements, and +660 new fans.
