Tactics, frameworks and case studies for independents and small businesses growing on social media.
Restaurant Instagram marketing is three playbooks: plate, room and offer. Each converts a different diner and costs different hours. Four criteria, then the ratio that fits how people book you.
Instagram has no caption font. Captions show in the reader's phone font, and the fancy letters from font generators are different characters. We tested what they break, and where a typeface belongs.
Every social media marketing package is a three-column grid graded by post count. Six patterns in how the grid is built, what each costs a small business, and the question that corrects it.
Guides to social media ads for small business start with the budget. The budget rarely fails. One boosted post shown to the same people all week does. Why ads run in sets, and where they come from.
Every social media marketing guide uses the same twelve terms, written for brands with a team and thousands of followers. What each one means at one to five people, and which to drop.
Scheduling an Instagram post takes two minutes. Keeping the queue running for six weeks is the real job. Five steps, from where the post lives to when you refill.
Instagram does not run one algorithm. It ranks your post separately for the feed, Explore, search and your profile. That is why the tips contradict each other, and how to tell which apply to you.
Every Instagram strategy sets a content mix and stops there. A mix decides which posts exist, not which two land side by side on your grid. And the grid is what a stranger reads.
Every list of Instagram post ideas mixes two species: ideas whose material the work produces on its own, and ideas that need an event staged first. Only one survives past week three.
Free local promotion is two lists, not one. One is a weekend of setup that never repeats. The other costs you every week. Here is the order, and why we only automated the second.
Every list of Instagram post ideas hides the same thing: what each one costs to execute. We timed 22 of them, and the most attractive ideas turned out to be the most expensive.
An Instagram bio holds about 24 words. That is room for two ideas, not five. How to choose which two, and what the rest of your profile should carry instead.
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