@crisis_uk Instagram analysis · Engagement, top posts & strategy · Postana
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Strategy report · Updated Aug 18, 2026

What's working for @crisis_uk on Instagram.

Crisis avatar

Crisis

58.3K followers · 2.3K posts

“Crisis is the national charity for people experiencing homelessness. Discover Crisis retail at @shopfromcrisis”

Engagement rate

0.40%

Per post, last 90 days

Posts per week

2.3

Niche avg 4.0

Average likes

229

7 avg comments

Post mix

Last 90 days · 2,316 posts indexed

Reels 28%
Carousels 48%
Static 19%
UGC reposts 5%

01

Top-performing posts

The three posts pulling the most engagement in the last 90 days.

Post 1 reel 4.38% engaged

For six years, the Wimbledon Foundation and Crisis have been working together to help people experiencing homelessness into safe and secure homes. #Wimbledon I #WimbledonFdn

2.5K 9 41.9K
Post 2 image 1.62% engaged

We're hoping that by the time there's another solar eclipse over the UK, everyone has a safe and stable home.

922 24
Post 3 reel 1.22% engaged

Just minutes into his new job as Prime Minister, Andy Burnham is prioritising tackling homelessness by pledging to end rough sleeping in his first speech. Rough sleeping is a moral stain on our country. This pledge is hugely positive for our prospects of ending homelessness! We stand ready to support every step of the way.

644 65 83

02

Content pillars

AI-clustered themes the account posts about, with example posts pulled live from Instagram.

  1. 01

    Policy Advocacy

    40.00%

    Policy advocacy posts highlight government pledges, stats on rough sleeping, and calls for housing first. Carousels and reels explain solutions and celebrate progress. They drive shares through timely news hooks.

    326
    644
    116
  2. 02

    Survivor Stories

    15.00%

    Personal stories share real experiences of homelessness survivors. Carousels detail journeys with trigger warnings. They build empathy and high comment engagement.

    58
    90
    77
  3. 03

    Fundraising Events

    25.00%

    Fundraising spotlights events, volunteers, and partners like marathons or peaks challenges. Reels and carousels promote sign-ups and thank donors. They convert views to action.

    83
    120
    2.5K
  4. 04

    Public Awareness

    15.00%

    Awareness raises heat dangers, kindness calls, and visual metaphors. Images and carousels offer tips or stats. Short captions spark quick emotional reactions.

    228
    922
    87
  5. 05

    System Fixes

    5.00%

    Practical calls urge policy fixes like unfreezing benefits or activating SWEP. Carousels list actionable steps. They position Crisis as expert voice.

    82
    24
    82

03

Posting rhythm

Cadence and timing patterns over the last 12 weeks.

2.3 posts/week

Niche benchmark · 4.0/week

-44% above benchmark
2026-W23 2026-W34

Best days

Tuesday · Sunday · Thursday

Best hours

9-11am · 6-8pm

04

Signature hooks

Caption patterns the account reuses across high-performing posts.

This is [name]’s story.

Used 3×

  • This is Mechelle’s story. Mechelle and her three young children spent three nights sleeping in their car after fleeing an unsafe home

  • This is Joan’s story. --- Joan is part of our Housing in the UK series.

  • This is Ray’s story. Ray woke up on his 49th birthday, knowing something was wrong with his eyesight.

🚨 [policy/news update]

Used 4×

  • 🚨 Today, Andy Burnham is appointed as Prime Minister.

  • 🚨The number of people sleeping rough in London has fallen.

[Partner/event] supports Crisis

Used 5×

  • Over 40 Irwin Mitchell colleagues. 24 miles. Three peaks.

  • Hey, @postcodelotteryuk players! Crisis Ambassador @ayoakinwolere

  • For six years, the Wimbledon Foundation and Crisis

Andy Burnham [pledge/action] on homelessness

Used 4×

  • How could Andy Burnham end rough sleeping

  • Just minutes into his new job as Prime Minister, Andy Burnham

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05

Strategy summary

What's working, what to fix, and what to ship next.

TL;DR

@crisis_uk thrives on timely policy wins, like Andy Burnham's pledges in posts [6] and [9] that hit 644 likes, but low cadence at 2.3 posts/week starves growth. Reels partnering brands crushed it, with Wimbledon [19] at 2546 likes, proving collaborations amplify reach in this advocacy niche. Visual metaphors like the eclipse home [7] with 922 likes cut through noise better than stats alone. Shift to more reels (double current) blending stories and calls-to-action to lift comments from single digits. Biggest leak is inconsistent posting, missing peak windows that could double engagement. Pillar mix strong at 55% policy/fundraising, but underuse survivor tales limits emotional pull.

Working

5
  • Policy timely hooks drive comments, e.g. [9] 65.
  • Partner reels explode, [19] 2546 likes.
  • Stories build deep engagement, [22] strong comments.
  • Visual images pop, [7] 922 likes.
  • Event recaps convert, [4] solid likes.

Risks

5
  • Cadence too low at 2.3 posts per week.
  • Few reels despite high performers like [19].
  • Limited variety in hooks beyond policy alerts.
  • Overreliance on carousels for stories.
  • No clear CTA in 30% of awareness posts.

Ship next

5
  • Increase posts to 4 per week focusing on reels.
  • Test hooks from high eng posts like survivor stories in new reels.
  • Partner more with influencers for event cross-posts.
  • Run A/B on best days with policy vs stories.
  • Track engagement on new pillar mixes.

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