How do you plan social media content for a brand?

What the interviewer wants to hear

• Start from goals and audience
• Choose platforms where the audience is
• Define content pillars and formats
• Create a content calendar
• Engage with the community, not just post
• Review performance and adjust

Model answer

I start with the goal, such as awareness, community or leads, and the audience we want to reach. Then I choose the platforms where that audience actually spends time, for example Instagram and TikTok for young consumers or LinkedIn for B2B. I define three to five content pillars, like education, behind the scenes, customer stories and product, so the content has variety but stays on brand. I choose formats that each platform rewards, such as short vertical video, carousels or posts with strong first lines. I put everything into a content calendar, leaving space for trends and timely posts. Posting is only half the job, so I plan time to reply to comments and messages. Each month I review reach, engagement, saves and shares and clicks, and I do more of what works.

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