A social-content programme for a retail brand

The brand posted when someone remembered to. Product shots went out on launch days, the rest of the month was quiet, and the account had settled at around five thousand followers with the engagement you would expect from that pattern, a handful of likes from people who already bought.

There was no shortage of raw material. Stock photography of the products existed, the team had opinions worth hearing, and customers were already posting about what they had bought. None of it was being used, because nobody owned the calendar.

We built a content system before we built any content. Four recurring formats, each with a clear job: product in use, the story behind a range, a customer's own photo, and a short piece of practical advice that has nothing to sell. A fixed weekly rhythm meant the brand always knew what was going out and when, and the team knew what they were being asked to supply.

Production ran in monthly batches so shooting, editing and captioning happened once rather than daily. Captions were written to be read, not to be optimised, a question at the end of a post that people can answer without buying anything does more for reach than a hashtag block does.

Paid support was deliberately narrow. Rather than boosting everything, we put budget behind the organic posts that were already outperforming, and behind retargeting people who had engaged but not bought. Instagram carried the discovery work; Facebook carried the community and the retargeting.