Where they were
Símil was publishing eight times a week across two platforms and had been for two years. Nobody in the team could say who any of it was for. The brief, when we found it, was a spreadsheet of posting slots.
Output had replaced strategy. The account was busy and going nowhere.
What we did
We audited every post from the previous eighteen months and sorted it by what the platform actually rewards for a considered purchase: saves and shares, not likes.
Four content types out of the eleven they were producing accounted for almost all of the saves. The other seven were costing roughly sixty per cent of the production hours and returning noise.
Where it landed
Three posts a week instead of eight, built around the four formats that worked. Saved posts tripled inside a quarter and the team got two days a week back.
The hardest part of this project was convincing everyone that publishing less was not the same as doing less.
