Every business owner has seen a competitor’s post explode and wondered how to do the same. The honest answer: you usually cannot plan a viral moment. You can, however, plan to be the brand people remember when they finally need you.

The 3–2–1 week

For most small teams we recommend a rhythm that fits into a single planning session per month:

• 3 useful posts: tips, answers to customer questions, behind the scenes
• 2 proof posts: a finished project, a review, a before-and-after
• 1 offer: a clear reason to message you this week

Design once, reuse forever

Build templates for each of the three post types. When the layout is already decided, creating a post takes minutes, and your feed starts to look like one brand instead of six different moods.

“When the layout is already decided, creating a post takes minutes.”

Measure the right thing

Likes feel good but rarely pay rent. Track the messages, calls and walk-ins that come from social. Ask new customers where they heard about you. After three months, you will know exactly which posts to make more of.

Bugufi Studio

Notes from our strategists, designers and developers in Kigali. We write about what we learn on real client projects.

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