To reach these KPIs, I try to do a short-term and long-term combined approach. I find educational or "save-for-later" content is great for building a long-term audience that engages with your brand. However, I like to add a mix of those with content that hops onto trends like memes or cultural events to increase reach. Each brand is different in what their audience appreciates, so I do a lot of A/B testing to see what works: that may mean more short-form video or carousel-style posts; it may mean posting on IG Stories or strictly posting to the feed. Even different posting schedules and consistency vary, so being aware and analyzing what works is critical.

I often change up language or humor to most easily adapt strategy for various demographics. If I am working with an audience I don't feel familiar with, I do extra research on trends, culture, experiences, and so on that are specific to that audience. I build out a "persona" for that audience and draft new content accordingly.

For most of my previous clients, it first involves a social media audit and creating a well-documented strategy unique to each brand. Then, I use that strategy as a tether to make sure all content is aligned with brand goals. I deep dive into what is trending, and then brainstorm unique content ideas that fall within trending keywords, sounds, videos, etc. I also gauge previous performance to see when the brand's audience is online - then when I have my ideas, I put them on the calendar accordingly. Depending on the brand/client, I either do this process on a weekly, biweekly, or monthly basis.