One platform, one goal
Choose one social platform and one business goal for the month. Every post should help that goal or build a useful connection with customers.
Need a word explained? Open the glossary →
Full lesson & technical details
Why a pack for one platform beats “all socials,” and the two-line brief that keeps the month focused.
“All socials” is how packs fail
A client asks for Instagram, Facebook, TikTok and LinkedIn. You say yes, split 20 captions four ways, and every platform looks half-dead. Pick one. The one where their customers already are.
| Business | Usually the platform |
|---|---|
| Bakery, café, salon, boutique | Instagram (Facebook for the over-45 crowd) |
| Realtor, home services, local events | |
| Coach, consultant, B2B | |
| Fitness, beauty, food with video budget | TikTok or Instagram Reels |
A second platform is a second pack at a lower price (same content, reformatted), sold after the first one works.
The two-line brief
Before anything else, write two lines with the client:
Platform: Instagram. Goal for the month: more weekday morning customers and more office pastry box orders.
Every post in the pack must serve that goal or earn its place as “connect” content. If a post idea does not, it is out.
What a pack is
- A calendar: 30 days, posts on about 20 of them (5 a week on a strong account, 3 on a small one).
- Captions for every post, with the first line written to stop the scroll.
- Graphics: 12 from one template set so the grid looks like one brand. The other posts use the client’s own photos (you tell them which).
- A hand-off: the sheet, the Canva link, and a 5-step note on how to schedule.
What a pack is not
Posting for them (that is the retainer), replying to comments, ads, Reels filming. Say so in the FAQ before anyone asks.
Worked example
Platform: Instagram. Goal for the month: more weekday morning customers and more office pastry box orders.
Why Instagram: her customers are parents and remote workers under 45 who already follow local food accounts; Facebook is where the over-45 crowd is and can be a reformatted add-on next month. Every post in the pack either serves mornings or office boxes, or earns its place as connect content.
Instructions you can copy (prompts)
Copy the instructions, replace the words inside {braces} with your details, and paste them into your AI tool. Check and edit the answer.
I am helping {business}, a {type} in {city}, choose one social platform for a 30-day content pack. Their customers are: {audience}. Their goal this month: {goal}. Recommend one platform in two sentences and give me three questions to confirm it with the owner.
Write the two-line brief for Juniper & Gold (handmade jewelry; Shopify and Etsy; goal: grow Shopify sales and bridesmaid sets). Paste the two lines below and one sentence on why that platform.
Done when: A two-line brief with one platform and one measurable goal for the month.. Sign up to save your work to your account.
Quick knowledge check
3 questions, 60% passes. Checkpoints, the certification exam (three versions) and the reviewed final project are unlocked with a free account.
- A café owner wants Instagram, Facebook, TikTok and LinkedIn in one $150 pack. You:
- Which is NOT in a content pack?
- What does every post in the pack have to do?