Choosing the Right Platforms
Not every platform suits every brand. Focus where your customers are:
- Visual-first platform
- Reels for discovery and reach
- Stories for engagement and behind-the-scenes
- Shopping features for direct sales
- Groups for community engagement
- Marketplace for local sales
- Robust ad targeting options
- Event promotion
- High purchase intent traffic
- Long content lifespan (pins last months)
- Visual search drives discovery
- Great for driving website traffic
Content Strategy
The 80/20 Rule
- 80% value-driven content (education, entertainment, inspiration)
- 20% promotional content (products, offers, launches)
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 momentsContent 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
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
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)
