Choosing the Right Platforms

Not every platform suits every brand. Focus where your customers are:

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Instagram

Best for: Fashion, beauty, food, lifestyle, jewelry

• Visual-first platform
• Reels for discovery and reach
• Stories for engagement and behind-the-scenes
• Shopping features for direct sales

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Facebook

Best for: Local businesses, older demographics, community building

• Groups for community engagement
• Marketplace for local sales
• Robust ad targeting options
• Event promotion

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Pinterest

Best for: Home decor, fashion, food, DIY, wedding

• High purchase intent traffic
• Long content lifespan (pins last months)
• Visual search drives discovery
• Great for driving website traffic

Content Strategy

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The 80/20 Rule

• 80% value-driven content (education, entertainment, inspiration)
• 20% promotional content (products, offers, launches)

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Content Pillars

Define 4-5 themes your brand consistently posts about: 1. Product showcases and launches 2. Behind-the-scenes and brand story 3. Customer testimonials and UGC 4. Educational content and tips 5. Trending topics and cultural moments

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Content Calendar

Plan content 2-4 weeks ahead:

• Post consistently (quality over quantity)
• Align with product launches and seasons
• Leave room for spontaneous, trending content
• Batch-create content for efficiency

Paid Advertising

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Facebook/Instagram Ads

• Awareness campaigns: Reach new audiences with video content
• Consideration campaigns: Retarget website visitors
• Conversion campaigns: Drive sales from warm audiences
• Dynamic product ads: Show products people already viewed

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Budget Allocation

Start with ₹500-1000/day and scale what works:

• 60% on conversion campaigns
• 25% on retargeting
• 15% on awareness/reach

Measuring Results

Track these KPIs monthly:

• Follower growth rate
• Engagement rate (likes, comments, shares, saves)
• Website traffic from social
• Conversion rate from social traffic
• Return on ad spend (ROAS)

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