How to create a social media strategy

I. What is a social media strategy

Posting on Instagram five times a week with no plan is not a strategy!!

If you’ve ever found yourself saying, “We just need to post more,” or “Let’s try a Reel and see what happens,” you’re not alone. A lot of brands and creators fall into the trap of just showing up, without any clear reason for being there. And in 2025? That’s a fast track to burnout and low engagement.

So… what is a social media strategy?

At its core, a social media strategy is a plan, a real, intentional one for what you post, who you’re posting it for, and why you’re doing it in the first place.

It answers questions like:

• What’s the goal of your content? (More traffic, more trust, more sales?)
• Who’s your audience and what do they actually care about?
• What platforms make the most sense for your brand?
• What kind of posts perform best for your niche?
• How will you measure success?

And most importantly: How does this all connect to your business goals, not just your follower count?

A good strategy isn’t about chasing trends or going viral every Tuesday. It’s about building a consistent presence that supports your brand long-term. Whether you’re a solo creator or a full-blown e-commerce brand, your strategy is what keeps you focused, creative, and growing on purpose, not by accident.

Besides, brands with a documented social media strategy are 538% more likely to report success than those without one.

(Source: CoSchedule)

So if you’ve been winging it, don’t worry. You’re not behind. You’re just ready to level up.

II. Why you actually need a social media strategy

You might think, “We’re not big enough to need a strategy” or “Let’s just post and figure it out later.”

But! If you’re online, you’re already building a brand, whether you’re intentional about it or not.

And that’s exactly why you need a strategy. Here are 5 reasons why you need a strategy:

1. Because people are watching

Your Instagram grid, your TikTok feed, your LinkedIn posts, they’re not just content. They’re your digital storefront.

When someone stumbles on your profile, they’re asking:

• “Does this brand get me?”
• “Do I trust them?”
• “Would I buy from them or work with them?”

And without a clear strategy, it’s easy to send mixed signals, or worse, no signal at all.

2. Because strategy = clarity (and less stress)

Posting without a plan is exhausting. You’re always scrambling for ideas, second-guessing what to post, or feeling like you’re talking into the void.

But when you have a strategy?

• You know your audience.
• You know what to post (and why).
• You stop chasing trends that don’t matter to your brand.

You get to create with purpose, and that saves time, energy, and brain space.

3. Because strategy drives results

A good strategy isn’t just about looking pretty on Instagram. It’s about turning followers into fans, and fans into paying customers.

A solid social media strategy helps you:

• Build brand trust through consistent messaging
• Drive traffic to your website, products, or offers
• Generate leads or sales through smart calls to action
• Create content that supports your actual business goals

And yes, it works even if you have 500 followers. Sometimes, a smaller, more engaged audience is exactly what you want.

So whether you’re a handmade candle brand, a local gym, a solo freelancer, or just someone trying to grow something meaningful, strategy isn’t a luxury. It’s a foundation.

You don’t need to be perfect. You just need a plan.

III. Benefits of having a real social media strategy

If “strategy” still sounds like a corporate buzzword to you, let’s break it down.

Having a social media strategy isn’t about overcomplicating things, it’s about getting clear, staying consistent, and actually making progress. Without one, you’re just throwing content into the void and hoping something sticks. With one? You’re building something that lasts.

Benefits of having a strategy:

1. You stop guessing and start creating with purpose

No more staring at a blank screen wondering, “What should I post today?”

When you’ve got a strategy, you already know:

• What themes to post about (your content pillars)
• Who you’re talking to
• What outcome you’re aiming for (engagement, clicks, conversions)

You go from random to intentional, and it shows.

2. Consistency

Inconsistent posting confuses your audience and the algorithm.

A strategy gives you a rhythm, whether that’s three times a week or once a day—and helps you batch, schedule, and prep ahead without losing your mind.

Because let’s be real: creativity hits different when you’re not under pressure.

3. Attracting the right audience

Your strategy helps you speak directly to the people who get it, who want what you’re offering.

Whether that’s clean skincare fans, new moms, or startup founders, your content becomes a magnet for your ideal follower (not just random traffic).

And that means more genuine comments, more shares, and more conversions.

4. Hitting your business goals

Here’s the big one. Your strategy should support your actual goals:

• Want more sales? Use social proof and product demos.
• Want more leads? Focus on value-first content and link clicks.
• Want to build trust? Share behind-the-scenes and customer stories.

When your content is aligned with your goals, it becomes more than just noise, it starts moving the needle.

5. Track what’s working

Without a strategy, you’re just guessing at what works. With one, you’re tracking posts, testing formats, watching metrics, and getting smarter over time.

It’s how you stop wasting time on content that doesn’t convert.

In short? A real strategy gives you clarity, control, and confidence. And let’s be honest, who doesn’t need more of that?

https://www.youtube.com/watch?v=cHeDVKzJBNE

Regardless knowing the benefits, more and more people won't understand the clasic steps for a social media strategy. For example Awakenyourmind23: I've googled it and honestly, I'm confused. It seems like it is a plan of action for social media for your brand/product. And it also seems like there are steps (define goals, define target audience, competitive analysis, audit, etc). But if those are the steps, why does everyone ask "what is YOUR social media strategy?"

And that’s a fair question.

Here’s the truth: a strategy is only valuable if it leads to results. And results look different depending on your goals. So let’s get into real actionable steps

V. Step by step strategy for total beginners

1. If you’re a business, followers alone mean nothing

Would you rather have 1 million followers who never buy from you… or 1,000 true fans who buy everything you release?

You might want to read Kevin Kelly’s “1000 True Fans” — the idea is simple: you don’t need a massive audience. You need a relevant one. People who trust you, need what you offer, and are ready to support your work.

But, there’s a catch. If you’re an athlete, creator, or public-facing brand looking for contracts or brand deals, you do need those big numbers. Followers = social proof. Less qualified people get roles or jobs because their follower count looks impressive.

So before you worry about content formats or hashtags, ask yourself:

Am I here for revenue or recognition?

Both are valid. But your strategy depends on that answer.

2.Don’t just plan. Start!

Your first 10 followers? Just ask.

• Message your friends and family. “Hey, I’m starting something new, I’d love for you to follow.”
• Then message your past coworkers, classmates, and people you’ve met.
• Then ask them: “Who else do you know that might need this?”

These are warm contacts. Don’t treat them like a cold audience. And if you are doing cold outreach? Keep it human.

• Be personal: “I saw your recent post about X,it really resonated.”
• Identify a real problem they have and offer help.
• Include your offer or link in your signature.
• Wish them a great day and move on.

This is how real relationships start, and lead to real growth.

3. Optimize your profile and own your audience

Your bio should:

• Say what you do
• Who you do it for
• Include a link to your offer

But don’t stop there. Social media is rented land. Algorithms change. Platforms fade. Followers come and go. What you need to build is your email list, because that’s the only audience you truly own.

Use storytelling. Share value. Invite people to sign up for something useful, a free guide, a discount, a community. Russell Brunson’s advice on building email funnels is gold for this.

4. Follow what’s working. But make it yours

Reverse-engineer what the big players do. What are they posting? How often? What’s their tone, their color palette, their hook? People like MrBeast, Diary of a CEO, Gary Vee, they’ve spent millions testing what works. Watch and learn.

Then take those ideas and add your own spin. You can even ask AI to help:

• “What kind of Instagram content works for a coffee subscription brand?”
• “Write 5 content hooks for TikTok if I’m a fitness coach.”

You’re not starting from scratch anymore.

5. Make content that actually adds value

Don’t just post pretty pictures. Create something that does one or more of the following:

• Educates
• Entertains
• Inspires
• Helps solve a problem

You have three seconds to catch someone’s attention. That’s it.

Want easy content ideas?

• Film your process (not just the polished result)
• Share customer questions in stories
• Turn pop culture moments into content (is your product related to a new movie or trend?)

Don’t overthink. Document instead of creating.

6. Share your wins, and your audience’s

Social proof matters. Share testimonials, reviews, video shoutouts. Tag the people involved. Make it easy for others to share your posts.

Every 5th post or so, include a Call to action:

• “Check the link in bio”
• “Message me if you’re interested”
• “Tag someone who needs this”

Always be inviting people into your world, whether it’s a product, giveaway, live event, or newsletter.

7. Learn, adjust, repeat (The Rule of 100)

You won’t get it perfect the first time. And that’s fine.

The Rule of 100: do something 100 times before judging if you’re “good” at it.

Post 100 times. Review what worked. What didn’t. What got people excited? What flopped? Then make your next 100 even better.

8. Don’t be afraid to invest

If you want to grow, don’t rely on organic only.

• Spend $10 a day to boost great content to your target audience
• Follow Brendan Kane’s advice: test 50–100 variations of an ad
• Follow Gary Vee’s advice: post 30–50 pieces of content per day (reusing, reformatting, remixing content for each platform)

It’s not about shouting louder, it’s about targeting smarter.

VI. How to keep your strategy working long-term

Building a strategy is the easy part. Sticking to it? That’s where most people fall off.

Here’s how to keep things working when the algorithm shifts (because it will), your audience changes (they do), or your motivation dips (it happens).

1. Check in with your goals monthly

Your goals aren’t set in stone.

Set a reminder to review them every month:

• Are you getting closer?
• Has your focus shifted?
• Are your posts still aligned with what you want?

This helps you stay on track, and catch early if you’re drifting into “posting just to post” territory again.

2. Review what’s working

Look at your top-performing posts:

• What topics were they about?
• What format were they in? (Reel, carousel, Story, etc.)
• What did people engage with the most, comments, saves, clicks?

That’s your gold. Double down on it.

Equally important? Spot what’s not working, and don’t be afraid to change direction.

3. Stay inspired with trends (but don’t chase them all)

Yes, trends can boost reach, but don’t let them hijack your strategy.

Instead:

• Pick trends that align with your voice and message
• Use them to complement your content pillars, not replace them
• Stay consistent with your brand tone, even when hopping on trends

4. Collaborate and refresh your content style

Don’t go for it alone. Partner with influencers, creators, or even other brands in your niche.

It keeps your content fresh, introduces you to new audiences, and builds credibility.

Also, try new formats! If you’ve been doing just images, throw in a Reel. If you’ve been all video, maybe experiment with a carousel.

Small shifts = big energy boost.

5. Give yourself a break

If you miss a post? It’s not the end of the world. If your content feels off? Pause and recalibrate.

Long-term success on social media comes from consistency and sustainability. Burnout is the enemy of creativity, so build systems that give you space to rest and reset.

A long-term strategy isn’t about sticking to the same thing forever.

It’s about building something solid and adaptable, so you can grow without burning out.

Conclusion: You don’t need to be everywhere. You just need a plan.

New features, new platforms, new trends… it’s easy to feel like you’re always playing catch-up.

But here’s the truth: you don’t need to be on every app or post 24/7 to win at social media. You just need a strategy that makes sense for you. One that’s clear, flexible, and actually connected to your goals.

Because at the end of the day, showing up with intention beats showing up randomly, every single time.

So whether you’re a solo creator, a growing brand, or just getting started, take this as your sign to stop winging it and start building something that works long-term.

Start small. Stay consistent. Keep evolving.

And remember, your strategy doesn’t need to be perfect. It just needs to be yours.

Want some help turning your strategy into real content and results?

👉 Check out Social Cat, we help you connect with influencers who actually care about your brand.