Social & content
Social media and content for business
An account that posts every day and says nothing costs more than one that posts twice a week and is worth following.
Built and running at Lawang Estate, a property developer selling villas and land. The figures below are theirs.
01 · What it is
We start from the account, not from the calendar. A group with several brands does not need the same feed three times: each account gets a job — trust, proof or desire — and pieces are assigned to the account whose job they do.
More detail
Then we look at what already works in the sector before writing anything. In one plan the best-performing references all had the same pattern: the person on camera was the one with their hands on the work — the builder, the notary — not the founder, and the topics that won were about risk, not beauty. That changed who films and what they film.
Organic content is also what makes paid media cheaper, which is why this sheet sits next to G01. The same creative discipline applies: most of it is watched at thumbnail size on a phone, and it is made for that.
02 · Seen working
Lawang Estate — three accounts and a creative system
Sample data in the shape of the real tool. No names, no amounts.
Their creative library: each piece, the account it goes to, and whether it passed Legal’s check.
| Id | Format | Account | Status | Legal |
|---|---|---|---|---|
| CRV-061 | Vertical video 9:16 | Parent brand | Approved | Passed |
| CRV-058 | Carousel 4:5 | Project A | In review | Passed |
| CRV-055 | Story 9:16 | Project B | Draft | Vetoed phrase |
| CRV-049 | Feed 1:1 | Parent brand | Published | Passed |
IN PRODUCTION
A parent brand and two projects, each with its own account and its own job: trust, proof, desire. Behind them sits a creative library in the intranet — a generator that builds pieces from the real project photos, a list of phrases Legal has vetoed that the generator will not print, approval by role, and a dossier assembled from the database instead of copied into a slide.
MODULES · 7
- One job per account
- Reference research
- Creative library
- Generator from real project photos
- Legal’s vetoed phrases
- Approval by role
- Dossier from the database
03 · How it flows
- 01PlanWhat each account needs this month.
- 02GenerateFrom the real project photos.
- 03LegalVetoed phrases never print.
- 04ApproveBy whoever holds the role.
- 05PublishOn the account whose job it does.
04 · What’s included
| # | Component | What it means |
|---|---|---|
| 01 | Strategy | One job per account, and a rule for which piece goes where. |
| 02 | References | What already works in your sector, measured before we copy anything. |
| 03 | Plan | A content calendar tied to what the business is selling that month. |
| 04 | Production | Vertical video, carousels and captions made for the phone. |
| 05 | Voice | Written in the brand’s words, in each language it speaks. |
| 06 | Community | Replies and messages routed to the person who can answer them. |
| 07 | Review | What each piece did, read separately from what the ads did. |
05 · Questions
Do you post for us?
Do you film?
Can you guarantee followers?
How is this different from the ads?
What does it cost?
Start a project
Have something worth building well?
Tell us what you are working on. We reply in English or Spanish, usually within a day.