I would start by defining the brand’s goals, target audience, and key platforms to ensure the content supports overall objectives. I would then identify core pillars (trending posts, promotional, educational, etc.) and begin to map across the calendar, balancing the pillars and formats (videos, graphics, stories). I would then move on to planning specific content as it aligns with pillars, objectives, and any events or campaigns. I’d monitor performance analytics and adjust future calendar plans based on what content resonates most with the audience.

I have been loving Chipotle's social marketing recently, on Instagram and TikTok. They have a good mix of trends, UGC, typical food, and hilarious, unhinged content. I feel like they found a great balance of funny and informative while maintaining their brand image.

I would incorporate both my positive thoughts on the mascara, including wear and buildability, while also highlighting the fact that it is made with clean ingredients, vegan, and cruelty-free, smoothly, while talking to the camera or during a voiceover.