This is a sample document. Your version is built during Week 1 onboarding — customised to your brand, audience, competitors, and goals.
01
Day 1 — Onboarding
Morning
Brand intake form
15 minutes on your end — brand voice, audience, competitors, what's worked before. Shared async, no call needed.
Midday
Access setup + platform audit
Meta Business Suite access, analytics connection, scheduling tool. Existing account review and competitor sweep run in parallel.
End of Day
Strategy doc + first brief delivered
This document customised for your brand. First content brief sent same day. Production starts Day 2.
02
Content Pillars
Product Stories
Showcase products in context — how they're made, how they fit, why they exist.
Reels
Carousel
Static
Lifestyle & Culture
The world around the product — places, people, moments it belongs to.
Reels
Story
Behind the Brand
Process, people, decisions. Authenticity that builds long-term trust.
Reels
Carousel
Social Proof
Customer photos, reviews, UGC. Real people, real results.
Static
Story
Carousel
03
Platform & Posting Frequency
Instagram
Feed posts3–4 / week
Reels2 / week
Stories3× / day
Stories align withFeed posts
Community mgmtDaily
TikTok
Short-form video2–3 / week
Duets / stitchesAs relevant
CommentsDaily
Trend monitoringWeekly
04
Voice & Tone Guidelines
We sound like
Confident without being loud
Specific, not vague
Direct — no filler phrases
Warm, not corporate
Story-first, product-second
We never say
"High quality" without proof
"Shop now!" as an opener
Generic hashtag stacks
Emoji every other sentence
Caption longer than 150 words
05
Sample 2-Week Content Calendar
Week 1
Mon
Product launch — hero shot + 3 detail angles
"Six months to get this right. Here's why." → product story
Wed
Behind the process — factory/workshop footage
No voiceover. Music + text overlays. 15–30s.
Fri
Customer photo + review quote
UGC framed as editorial, not testimonial
Sat
Lifestyle — product in environment
No product close-up. Scene first.
Week 2
Tue
Educational — how to style / use / care for product
5-slide carousel. Slide 1 is the hook.
Thu
Culture moment — relevant event or trend tie-in
Only if authentic. Never force the trend.
Fri
Week recap story sequence
5 frames: top post + metric + sneak peek next week
Sun
Social proof — before/after or comparison post
Real customer, real result. No stock.
06
Approval Workflow
Day −5
Content brief submitted
Post concept, copy draft, visual direction, and format — shared via Google Doc or WhatsApp.
Day −3
Draft ready for review
Final copy + creative assets delivered. One round of revisions included.
Day −1
Final approval
Client signs off. Post scheduled in Meta Business Suite or queued in TikTok.
Day 0
Published
Goes live at optimal posting time for your audience. Community management begins immediately.
07
Month 1 Metrics — What We Track
Reach
Weekly
Engagement Rate
Per post
Link Clicks
Weekly
Follower Growth
Weekly
Top Posts
Monthly
Revenue Attributed
Monthly
Data pulled automatically via Instagram Graph API and GA4. Weekly performance snapshot delivered every Monday via WhatsApp or email — no manual exports.