Platform guide

Every platform has a different job.

Posting the same thing everywhere wastes your audience’s attention. Here is what each platform does for a brand, and where it fits.

Instagram

Brand image and discovery

Formats:: Reels, carousels, stories, highlights, collabs
Strongest for:: Almost every business; younger and urban audiences
Every month:: Reels, carousels and stories as per calendar, Highlight updates, Hashtag and keyword sets, Comment and DM replies

Community and the older local audience

Formats:: Posts, videos, events, groups, reels
Strongest for:: Parents, families, Tier-2 city audiences, local events
Every month:: Native posts adapted from Instagram, Facebook events for key dates, Reels shared natively, Community replies

Direct conversion and retention

Formats:: Catalogue, quick replies, broadcasts, status, Channel
Strongest for:: Every business — where leads become customers
Every month:: Weekly broadcast or Channel update, Status posts, Lead follow-up scripts, Catalogue updates

Trust, depth and search

Formats:: Long videos, Shorts, playlists, community posts
Strongest for:: Schools, hospitals, real estate, coaching, leaders, creators
Every month:: Shorts reused from reels, Long videos, Titles, thumbnails, descriptions, chapters

Showing up in Google Search and Maps

Formats:: Photos, posts, offers, Q&A, review replies
Strongest for:: Any business with a physical location
Every month:: Weekly posts and offers, New photos, Reply to every review, Q&A updates

Being found when someone searches

Formats:: Service pages, blogs, FAQ, schema, Search Console
Strongest for:: Every business that wants search leads
Every month:: One blog or service page, Indexing checks and fixes, Monthly keyword report

Professional credibility and B2B

Public voice and news

Formats:: Short posts, threads, live updates
Strongest for:: Political leaders, public figures, media
Every month:: Daily posts, Threads on key issues, Live updates during events

Visual inspiration and search

Platform fit by industry

13 industries × 9 platforms. Each business needs only some of them — this is where we start every plan.

Platform fit by industry: Core, Add or Not needed
Industry	Instagram	Facebook	WhatsApp	YouTube	Google	Website	LinkedIn	X	Pinterest
Schools	Core	Core	Core	Add	Core	Core	Add	Not needed	Not needed
Hospitals & clinics	Core	Core	Core	Core	Core	Core	Add	Not needed	Not needed
Doctors (personal brand)	Core	Add	Core	Core	Core	Add	Core	Not needed	Not needed
Real estate	Core	Core	Core	Core	Core	Core	Add	Not needed	Add
Political leaders	Core	Core	Core	Core	Not needed	Add	Add	Core	Not needed
Restaurants & cafés	Core	Add	Core	Add	Core	Add	Not needed	Not needed	Add
Coaching institutes	Core	Core	Core	Core	Core	Core	Not needed	Not needed	Not needed
Retail & showrooms	Core	Core	Core	Add	Core	Add	Not needed	Not needed	Add
Gyms, salons & spas	Core	Add	Core	Add	Core	Add	Not needed	Not needed	Add
B2B & manufacturers	Add	Add	Core	Add	Core	Core	Core	Not needed	Not needed
Professionals (CA, lawyer, consultant)	Core	Add	Core	Add	Core	Add	Core	Add	Not needed
Creators & personal brands	Core	Add	Add	Core	Not needed	Not needed	Add	Add	Add
Interiors, fashion & jewellery	Core	Core	Core	Add	Core	Add	Not needed	Not needed	Core

Core always in the planAdd when the goal or budget allowsNot needed