Social content strategy turns “post somehow” into a repeatable system tied to goals.
Build the plan
- Goals — awareness, footfall, DMs, hiring
- Audience — when they scroll; what they distrust
- Pillars — e.g. product, people, proof, promo, education
- Formats — Reels, carousels, Stories, Lives
- Cadence — sustainable > heroic then silent
- Promotion — organic + boost winners + creators
Mix tip
Roughly: value/entertainment heavy; hard sell light; always a path to WhatsApp or visit.
Case study: Weekly machine for a Thamel restaurant
| Day | Pillar | Format |
|---|---|---|
| Mon | People | Story: chef prep |
| Wed | Product | Reel: signature dish hook |
| Fri | Promo | Carousel: weekend set menu NPR |
| Sun | Proof | Repost guest UGC |
Festival overlay: Dashain creative prepared two weeks early; boosted only top organic Reel; reply SLA for table booking DMs under 15 minutes evenings.
Lesson: Consistency + reply speed beat sporadic “cinematic” shoots with no CTA.
