I wrote 10 social media strategies in 2024, and here's what I learned
The brands we all use as best-in-class examples aren't entirely sure their strategy is working.
I know this because I've spent the past year crafting social media strategies for businesses of all sizes - from scrappy startups with barely 3,000 followers to established brands commanding audiences of over a million.
Each new strategy added another piece to the puzzle - less a roadmap of what works, more an meeting of creativity, logistics, and that often-overlooked necessity: commercial reality.
The resulting picture looked different for every brand, but the pieces were fundamentally the same.
Let's breakdown those pieces:
The creative element:
A note: I don't need to tell you how to be creative because if you're reading this article you're likely already a creative. When writing a strategy, get the boring elements right first, then you'll find you have the space to find your existing creativity.
Social media is about personality, and you know what's true about the 'coolest people'? They're different. And they sit proudly in their difference. Combine this with the fact that the brands that truly flourish aren't necessarily the ones with the biggest budgets,and you'll understand that the ones who win are those who understand that the simplest ideas often land the hardest.
Next, your creative direction has to land with your actual audience, not just delight your internal team. If you're pursuing content because your 40-year-old male founder finds it hilarious, while your gut tells you it'll fall flat with your core audience of 25-year-old women, your strategy won't just miss the mark - it will waste precious time and resource.
For a best-in-class, look to Perfect Ted. Romy's genuine obsession with Making Green Seen is the beating heart of their strategy, and it works because 1. It's simple, 2. It's doable, so they're consistent, 3. The content resonates with their audience.
The logistics reality:
Let's talk about the nuts and bolts that make or break a social strategy. Because the most beautifully creative strategy in the world won't work if you can't actually deliver it.
Plan for the resource you have, not the resource you want
I've seen SO many teams fall in love with viral brands who might have double the headcount, triple the budget or simply a different setup. Try replicating SheerLuxe's team-led content with a team who'd sooner quit than be in front of the camera - it's going to make everyone's life hard. Real-world constraints are just that.. real!Choose your platforms based on resource, not FOMO
Running one platform well is where momentum builds. When writing strategies, I often found myself advising brands to do less, and do it properly. It's truly better to nail Instagram and have a holding page on TikTok than to half-heartedly show up everywhere.Build in realistic time for community management (it's probably more than you think)
Community management is the first to be relegated to 'if we have time' status but it's where the magic happens. Engaging with your community isn't a nice-to-have, it's essential to success. The brands seeing real traction are the ones treating comments like conversations, so. weave this into your strategy and be prepared to fight community management's corner!
When it comes to logistics, part of writing a successful strategy is in gently realigning expectations, showing why certain approaches might work brilliantly for one brand but be completely wrong for another. It's not about dampening ambition, but about finding the right creative direction for your specific reality.
The commercial necessity:
The most successful strategies I wrote last year were the ones that understood social media's place in the wider marketing funnel.
To understand this, start with one simple question: what's the actual point of social media for this business?
For some brands, it's landing a crucial retail listing. For others, it's nurturing an existing community. Two completely different goals requiring two completely different approaches.
Once you know what the wider goal is, measure what matters. Yes, track the number of Accounts Reached - but understand why you're tracking it. I've seen marketing teams fixate on follower growth, while their existing community sits, unengaged and uninspired. It's like throwing a party and caring more about how many people showed up than whether anyone's having a good time..
Really dig deep: Are you looking for people to find your content so valuable that they save it for later? Do you want them sharing with their friends? Having meaningful conversations in the comments? These nuances matter more than any follower count.
The magic formula to successful Social Strategy, if there is one, lies in the intersection of three elements:
Understanding what's achievable with your resources
Knowing what your audience genuinely wants to see (not what you think they should see) AND understanding social's commercial role in the business
Having the confidence to commit to your chosen direction
And that’s it!
Writing a social media strategy isn't about following someone else's blueprint it's about arranging your unique puzzle pieces in a way that works for your business. The pieces themselves are universal: creativity that reflects your reality, logistics that work with (not against) your resources, and commercial goals that actually matter to your business.
What makes the puzzle particularly interesting: every brand has access to the same pieces, it's how they fit together which creates a completely different picture each time. What works for Perfect Ted won't work for SheerLuxe, and what works for you won't work for your competitors. That's not just okay - it's exactly how it should be.
The true art of strategy writing isn't in coming up with the most creative ideas or chasing the latest trends. It's in having the confidence to work with what you have, the wisdom to listen to what your audience wants, and the courage to commit to a direction that serves your actual business goals.
Looking for something practical to do after all that reading?
Before you write a social strategy, do these three things:
Map how your target customer discovers, considers and buys your product - position social media's role in that journey and sense check it with your leadership team.
List your available resources (time, budget, skills) - it's easier to build up than scale back.
Invest time in understanding your existing audience - they're likely already telling you what works.
Further reading/watching:
📈 For data to guide your strategic decisions: Metricool 2025 Social Media Study
👀 For learning from others: Virtual events by Up Club, IRL events from PLM
Senior Social Executive at Brand Hackers
