Lesson 1 of 7
One network done well
Pick one network and learn what it rewards
The idea
A wedding photographer and an accountant shouldn't post in the same place. Couples plan weddings on Instagram and Pinterest. Business owners read LinkedIn. Start where your customers already are.
Instagram
Work you can see: studios, shops, creators
LinkedIn
Business customers: services and software for companies
TikTok
Short videos, found by strangers
Reddit
Questions and honest opinions, with strict rules
Pinterest
Planning and ideas: weddings, homes, products
X and Threads
Conversation, and sharing what you build
What feeds show more of
Every app wants people to stay longer. So it shows more of the posts people stay with, keep, pass on and answer. A good post can reach strangers, even from a small account.
Watching
Do people stay to the end?
Saving
Is it worth coming back to?
Sharing
Would they send it to a friend?
Replying
Does it start a conversation?
Give before you sell
Step 1
Warming
Only useful posts, no selling, the link in the bio
Step 2
Growing
Your product in about one post in three
Step 3
Established
Your normal mix
A new account that sells from day one looks like spam, to people and to the app. The studio moves each account through these stages by itself.
Choose one
Your one network
The one where your customers already are. The others wait until this one runs every week.
Today, with AI
Feeds now show posts to strangers, not just to followers. A new account can reach people with its first good post, and be ignored after a hundred weak ones.
AI made posting cheap, so feeds are packed. What people stop for is specific, useful or human.
What AI does well
Drafting posts in each network's format, keeping the pace, and turning a finished job into a post the same week.
Where it goes wrong
It writes posts that sound like every other account. It doesn't know a network's unwritten rules until it's told.
What stays yours
Which network, your face and your work in the posts, and the replies to people who comment.
Check yourself
Do it in the studio
- 01
Open Create → Social media. On Networks, keep only your one network's manager, and Let go the others: their posts and settings stay.
free - 02
On your network's page, open Set up your account: the profile and the first posts that make it ready.
free - 03
Press Write 2 posts now to see what the manager drafts for you.
5–35 credits, by network - 04
The account's stage, Warming, Growing or Established, sets how much the manager sells. Let it warm up.
free
Done when One network has a ready profile and a week of posts that give before they sell.
Go deeper
University courses on the same topic, if you want to go further.
King's College London
Social Media Marketing and Influencer Strategy (MSc Digital Marketing)Social networks and working with influencers
Kellogg
Critical Thinking in Digital and Social Media Marketing (MKTG-479-0)Judging social media plans and how to measure them