Example playbooks

What we'd do for an account like yours.

Every account is different, but the thinking follows a pattern. Here's how a first 90 days could look for four common types of business, from the problem we'd usually find to the formats we'd test and the numbers we'd watch.

These are example plans, not case studies. They show how we approach different accounts. They don't describe real clients or promise specific results. Your free audit gets you a plan built for your actual account.

Customer buying coffee at a café counter

InstagramLocal business

The neighbourhood café

Lovely space, loyal regulars, and an Instagram full of latte art that nobody new ever sees.

The usual problem

Posts are product shots that look like every other café, followers are mostly friends and staff, and almost none of them live within walking distance.

First 90 days

Month 1Profile rebuilt for locals: location in the name field, opening hours and menu in highlights. Test three formats: brew guides, behind-the-counter, regulars' orders.

Month 2The winning format becomes a weekly series. Two collab posts with local food creators. First small boost on a proven Reel, targeted within a few miles.

Month 3Monthly local collaboration rhythm. A simple offer code to track visits from Instagram. Double down on whatever brought people through the door.

Numbers we'd watch

Local follower shareNon-follower reachProfile visitsOffer-code redemptions

Stylist drying a client's hair in a salon

InstagramTikTokBookings

The salon or beauty studio

Brilliant work, a portfolio of before-and-afters, and an empty diary on Tuesdays.

The usual problem

The content is all finished results, so it looks like a portfolio rather than a reason to follow. The booking link is buried and enquiries arrive as scattered DMs.

First 90 days

Month 1Turn results into stories: the transformation Reel, "what I'd do for your hair type" carousels, myth-busting. Booking link and FAQs pinned and in highlights.

Month 2Repurpose the best Reels to TikTok with native hooks. Collab posts with complementary local businesses such as photographers or bridal shops.

Month 3Quiet-day offers promoted to locals. A repeatable weekly series. Track which posts lead to booking enquiries and do more of those.

Numbers we'd watch

Booking-link clicksDM enquiriesSaves on educational postsLocal reach

Inside an independent plant and flower shop

TikTokInstagramE-commerce

The independent shop

Great products, a small online store, and ads that cost more than they make.

The usual problem

Content is a catalogue. People scroll past products, but they stop for people, process and problems solved, and there's almost none of that.

First 90 days

Month 1High-volume TikTok testing: packing orders, "which one should you buy" comparisons, care tips. Three hook options per video to find what holds attention.

Month 2The best format becomes a named series. Spark Ads on organic winners only. Instagram gets the strongest videos plus save-worthy guide carousels.

Month 3Creator partnerships with people your customers already watch. A link-in-bio built around your best sellers. Measure store visits from social.

Numbers we'd watch

3-second hold rateAverage watch timeStore visits from socialCost per result on boosts

YouTubeExpert / educator

The expert channel

Genuinely useful videos, years of knowledge, and a click-through rate that doesn't do them justice.

The usual problem

Titles describe the topic rather than the outcome, thumbnails are hard to read on a phone, and the useful part of each video arrives too late.

First 90 days

Month 1Repackage the back catalogue: outcome-led titles and new thumbnails on videos with strong watch time but weak clicks, tested with Test & Compare.

Month 2New uploads planned around search demand. Scripts restructured to deliver the key insight early, with retention notes on every upload.

Month 3A Shorts series that sends viewers to your best long-form videos. Playlists and end screens built to start a binge.

Numbers we'd watch

Click-through rateAverage view durationReturning viewersSubscribers per 1,000 views

Your playbook

Don't see your type of account?

These four are just examples. On your free audit we look at your actual account and sketch out what your first 90 days would look like, whether or not you decide to work with us.

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Monthly growth reportSample layout · example data, not a real client

Sample

Reach48.2k+18% vs last month

Non-follower reach61%of total reach

Profile visits2,140+22%

Sends & saves1,380+31%

Followers · weeklyExample

What worked

Behind-the-scenes Reels reached 3× more non-followers than product shots. The Thursday collab post drove the biggest spike in profile visits.

What we're changing

Two more process Reels a week, carousel hooks rewritten around questions, and one new collaboration pitched for next month.

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