Brick versus stone — a Reel built to start an argument

The target audience for facade bricks — architects, builders and designers — is small, specialist and hard to impress, and industrial content rarely gives them a reason to comment or share. The aim was a video that would earn its reach through engagement: something the audience would save for the information, argue about in the comments and send to colleagues.

A Reel of about a minute and a half, published in May 2025, built on four principles.

1. The Expert Hook. The video opens with the host putting a question to the brand's technical lead about the variety, uses and strength of Royal bricks. A respectful, specialist opening draws in the target audience and gives them something to learn — which is where much of the 4.5K saves came from.

2. The Controversy Trigger. The boldest part of the scenario compares brick directly with its traditional rival, stone, and declares brick the winner. The claim cuts against what much of the construction market believes, and that polarity was the catalyst for 602 comments, with stone workers and brick advocates debating each other under the video.

3. Authority and trust. The answers come from Namachin's technical lead, not from an ordinary blogger, which gives the controversial claim real weight. Viewers sent the video to colleagues and employers to have it confirmed or refuted: 6.6K shares.

4. The Algorithm Hack. Heavy activity in the comments and a high share rate are the strongest signals Instagram reads. The Reel moved into Explore quickly — 97.7% of its views came from people who did not follow the page — and in the end brought more than 6,000 people to follow it.

By the numbers: 193,744 views and 146,094 accounts reached; 8.2K likes, 602 comments, 6.6K shares and 4.5K saves; an average watch time of 21 seconds; views from the feed (45.5%), the Reels tab (32.4%) and Explore (16.6%); and 6,057 follows.