This Kapil Rathod case study covers fourteen months on a Canadian immigration lawyer's account: 119 reels and 22.9 million organic views on Instagram. He had no profile at all when we started, so there is no before-and-after here. Six reels passed a million views, and two of the three biggest are not immigration at all. No boosted posts and no bought reach behind any of it.
The number that matters to him is not the view count. It is who sits down at his table already knowing who he is.
I got the reference to XMedia from a realtor friend. At first I thought these people only make realtors go viral, but after working with them I found out they can make anyone go viral.
A Canadian lawyer practising immigration, criminal and personal injury law, and by his own profile the author of more than 500 Federal Court appeals. He came to us in May 2025 on a referral from Robin Patel, a realtor we already worked with, and started publishing in June. He had no Instagram presence to speak of. He is now at 63,397 followers on a verified profile.
Before us he was boosting posts and running ads and getting very little back for it. The account we built is the whole of his organic presence, which is why this page has no before period to compare against: the oldest post on the profile is dated the month the work began.
The exact figures, counted from a full scrape of the profile on 17 August 2026: 119 reels, 22,854,164 plays, 445,107 likes and comments. 6 reels passed a million and 47 passed a hundred thousand. The mean reel did 192,052 and the median did 61,228, and the gap between those two is most of what this page is about.
The four biggest of the 119 reels we wrote and produced. Tap any tile to open it on Instagram.
To be the lawyer people already trusted before they needed one. He was not short of expertise and he was not short of effort. What he had was boosted posts, paid ads and a practice that grew by referral rather than by anyone finding him.
Legal services are chosen under stress, usually late, usually by somebody who has never hired a lawyer before. They are not comparing credentials, because they cannot read them. They are deciding whether this person seems to understand the situation they are in.
That reframed the job. The winning format on this account is a situation told as a narrative: a couple without status for twenty-two years, a rear-end collision that cost somebody a promotion, a dog bite in a park. A viewer recognises the situation before they know anything about the law, and recognition is what makes them stay. The explainers still matter, and the data says more about them than we expected, but the reach came from the recognisable rather than the technical.
Our process starts in ideation, not in a script document. We sit with Kapil and listen for the matters that come up again and again in his own practice, then find the version a stranger will recognise before they understand the law. Five reels, chosen to make five different points rather than to show the five biggest numbers. Play any of them beside the reasoning.
Published a week after the account's first ever reel. Twenty-two years without status, failed refugee claims, and the question of what is actually left to try. It ran to 2,935,962 views.
A week in. There was no audience to carry it and no back catalogue to lean on, which is the clearest evidence we have that the subject did the work rather than the following.
Rear-ended, two months unable to work, a promotion lost and the bills arriving anyway. 1,911,618 views on a personal injury matter, not an immigration one.
Two of his three biggest reels are personal injury. His bio carries immigration, criminal and personal injury, and the audience clearly did not arrive only for the first one. Worth knowing before you assume a practice should only publish its headline service.
No client, no narrative, no jeopardy. A straight explanation of how owning a business may create an immigration option for people who qualify. 1,146,086 views.
This is the reel that complicates the easy story. Explainers are supposed to be the boring half, and on the mean they are: 220,865 against 251,459 for the narratives. On the median they win outright, 111,950 against 55,878. The typical explainer beats the typical story by two to one, and this one beat almost everything.
A mother visiting Canada, a walk in the park, a dog, and a question about who is responsible under Ontario law. 1,574,802 views in October 2025.
Nobody plans this reel. It came out of asking what people actually ring a lawyer about, rather than what a lawyer wants to be known for. The gap between those two questions is where most of the reach on this account came from.
Because the question a person types at midnight is never "explain the immigration system," it is "has anyone been in my situation." A case narrative answers that in the first three seconds. The reels on this account are the kinds of matter he handles rather than identified clients, which is how a lawyer can publish this material at all.
The reels describe the kinds of situation he is instructed on. They are not presented as identified clients, because a lawyer owes confidentiality to the people who hire him and that obligation does not bend for content.
Both, in different ways, and the difference matters for planning. The stories produced every outlier: five of the six reels over a million views are narratives. The explainers produced the better typical reel, a median of 111,950 against 55,878. Stories are the ceiling, explainers are the floor.
Two of the three biggest reels are personal injury: a rear-end collision and a dog bite. His practice covers immigration, criminal and personal injury, and the reach followed the situations people find most recognisable rather than the specialism on the letterhead.
None. The account's oldest post is dated 24 June 2025, the month the engagement began. There is no before-and-after on this page because there was no before: the profile was built from empty to 63,397 followers, and it now carries a verified badge.
119 reels across roughly fourteen months, which is between eight and nine a month. That is the same cadence range as every other account on this site that has compounded.
No. Every figure on this page is organic, with no boosting behind it. We do run Meta lead ads as a separate paid service for other clients, and we report the two separately so an organic number is always an organic number.
No. This page counts Instagram only, from a full scrape of the profile on 17 August 2026. His Facebook audience is real and is simply not in these numbers.
An immigration lawyer with no profile at all reached 22.9 million organic views in fourteen months, and the two biggest reels after the first are not about immigration. The lesson we would carry to any regulated practice is that people search for their situation, not for your specialism, and that the narratives set the ceiling while the explainers hold the floor. The same method runs on our other legal accounts, and on the realtor side where Robin Patel went from 200 to 20,666 followers, and in auto, where Legend Auto stopped posting cars.
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