Key Results at a Glance 

• Facebook reach grew to approximately 8.9 million people in 2025, up from about 3.5 million in 2024, driven by a strategic focus on video and Reels. 
• Facebook content generated 15.5 million total views in 2025, led by high-performing Reels and multi-photo posts.  
• A single organic Reel about leaf collection earned 9.4 million+ views and tens of thousands of engagements, proving the viral potential of relatable municipal content.  
• Instagram reach and views doubled year over year, growing from roughly 2.9 million accounts reached in 2024 to 6.1+ million accounts reached and 7.7 million views in 2025. 
• Instagram video content delivered 7.7 million views and more than 111,000 interactions in 2025, fueled by visual, community-centered storytelling.  
• LinkedIn content produced 163,662 impressions and 19,085 clicks in 2024, with the strongest performance from council updates, staff highlights, and leadership announcements.  
• Targeted boosted campaigns in 2025 delivered over 138,000 impressions and 1,100+ clicks, efficiently supporting surveys, webinars, and event awareness among key audiences.  

Overview 

The City of Worthington partnered with MJ2 Marketing to strengthen its social media presence, with a goal to improve communication, transparency, and community engagement among residents, local businesses, and visitors. 

Through a structured content strategy and collaborative workflow, MJ2 ensures Worthington’s social media channels stay consistent, timely, and vibrant, highlighting the people and services that make the city thrive. 

The Challenge: Managing Municipal Messaging 

Municipal social media requires more than content scheduling. It requires coordination across departments, accuracy under pressure, and authentic storytelling that resonates with real people. 

Worthington needed a centralized social strategy that could maintain consistent messaging, deliver timely updates, and turn city channels into true community hubs rather than one-way news feeds. 

The MJ2 Approach 

Cross-Department Collaboration 

MJ2 leads monthly content meetings with representatives from each City department to ensure content is balanced, accurate, and reflective of what’s happening across Worthington year-round. 

This process keeps the content calendar full of public safety updates, service changes, event promotion, human-interest stories, and business highlights. 

Streamlined Workflow with Trello 

To organize content and approvals, MJ2 implemented Trello as a shared hub for updates, creative assets, and status tracking. 

This workflow allows City staff to submit information easily, while MJ2 manages scheduling, reviews, and rapid publishing for time-sensitive posts. 

Strategic, Human-Centered Storytelling 

MJ2’s content strategy focuses on a unified voice, strong visuals, and authentic community stories tailored to each platform. 

Content lanes include educational tips, alerts, events, “did you know” posts, historical tidbits, hiring announcements, behind-the-scenes features, and resident or business spotlights. 

Multi-Year Growth: 2024–2025 

Facebook: Scaling Reach and Video Performance 

In 2024, Worthington’s Facebook reached approximately 3.5 million, with video views up more than 2,000% year over year and 1.4 million video views recorded. 

By 2025, Facebook performance surged, with an estimated 8.9 million people reached and 15.5 million total views, driven largely by high-performing Reels and multi-photo content. 

• Top content formats in 2025 were Reels and multi-photo posts, both leading in views and interactions. 
• The highest-performing Facebook Reel — featuring weekly curbside leaf collection — generated over 9.4 million views and more than 47,000 reactions, 1,200 comments, and 2,000 follows on a single post. 

Instagram: Doubling Results Year Over Year 

In 2024, Worthington’s Instagram content reached about 2.9 million accounts, with 2.9 million video views and saves increasing by 110% (953 saves). 

 In 2025, Instagram performance doubled across core metrics, with 7.7 million views, 6.1 million accounts reached, and over 111,000 content interactions, confirming strong growth in organic visibility and engagement. 

• A 2025 Reel featuring leaf collection reached 6.9 million views and a reach of 5.6 million accounts, with the majority of watch time coming from followers, demonstrating deep engagement from the existing community. 

LinkedIn: Insights for Municipal Thought Leadership 

Throughout the campaign, LinkedIn impressions reached 163,662 with 19,085 clicks, as content spotlighted Worthington’s leadership, staff achievements, and local business partnerships, establishing the City as a forward-thinking municipal organization.  

Posts emphasizing the “humans behind the City” — including council updates, team member features, and business spotlights — consistently drove the strongest performance, with standout examples generating significant impressions and engagement. 

These insights position LinkedIn as a key channel for professional storytelling in 2026, with planned enhancements around leadership visibility and council engagement to amplify Worthington’s thought leadership among peers and stakeholders. 

Paid Social: Strategic Amplification 

Targeted boosted campaigns in 2025 were used to support key initiatives such as Worthington Together surveys, webinars, and the Holiday Craft Vendor Fair. 

 These campaigns delivered over 138,000 impressions and more than 1,100 clicks on a relatively modest ad spend, particularly among younger audiences and priority ZIP codes. 

Why It Matters for Municipalities 

For municipalities, social media has become a critical public service. Social platforms are a place where residents look for real-time updates, service information, and a sense of connection. 

By combining strong organic content with a clear workflow and selective paid support, MJ2 helped the City of Worthington significantly expand its digital footprint, increase reach across platforms, and maintain high engagement on essential civic topics. 

What’s Next 

In 2026, MJ2 and the City of Worthington will refine platform-specific strategies, particularly on LinkedIn, focusing on best practices for public-sector thought leadership, council-related content, and deeper involvement from City leadership. 

Ongoing cross-department collaboration and human-centered storytelling will continue to position Worthington’s channels as a model for organic municipal social media. 

Partner With MJ2 Marketing 

MJ2 Marketing helps cities and public-sector organizations use organic and paid social media to build trust, boost engagement, and communicate clearly with their communities. 

If your municipality is ready to turn social media into a true community asset, contact MJ2 Marketing to explore a strategic partnership.