Social media and content

Regular content that leads to inquiries, not just collects likes. With plan, calendar, and video.

• 6 hours – 2 daysStrategy
• individuallyScope
• MarketingArea

Problem

Profile is run by someone who should do it "on the side". Result: three posts in January, silence until May, then a wedding photo and info about changed hours. No idea what to talk about at all, so every post starts from zero, and the decision to publish is made when someone has a moment. For the algorithm and for the customer it looks the same: a company that doesn't work.

What we do

We turn publishing from a "when there's time" task into a repeatable process with a calendar.

• We define content pillars: what you talk about, in what formats and how often
• Every month you get a ready plan with topics, opening hooks and call to action
• We can also take over everything: texts, graphic designs, publication and basic comment handling

What's included

You can start with the strategy alone, with the content plan, or straight with the running of the channels — depending on how much of it you already have. Video and motion are added on top of what exists.

• Strategy: positioning, content pillars, formats, publication rhythm, competitor research, metrics
• Content plan: ideas, headlines, topics, calendar, calls to action, adaptation for platforms
• Management: planning, texts, design, publication, basic community handling, reporting
• AI video: scripts, generation, editing, subtitles, hooks, format adaptation
• Motion graphics: animated graphics, transitions, frames, product or service animation

Timeline

Strategy, first content plan and single AI video — each is ready in 6 hours – 2 days. Management starts from the next calendar month so we don't start in the middle; video package for the entire month is planned a week in advance.

Cost

A strategy is written once, but content has to keep being made — so the cost is decided above all by rhythm: how many channels to run and how often to publish. Two posts a week on one profile is different work from a daily presence on four.

Video and motion are counted separately from the running of the channels, because that is production work rather than editorial — its volume is agreed a month ahead. The budget for boosting posts, if you use it, you pay to the platform directly.

What you get

A profile that looks like it's run by an active company — you can show it to clients as proof. Stock of material that advertising also uses: the same videos then work in campaigns. And the team's decision 'what to post today' is removed, because there's a calendar.

How we calculate whether social media pays off

Likes don't pay bills, so measuring the return on running a profile means looking at inquiries, not reach. Step one: cost per inquiry = monthly management cost (plus post-boosting budget, if you use it) divided by the number of inquiries traced to social media — through the bio link, a UTM tag, or someone simply saying "I saw it on Instagram" during the call. Step two: cost per order = cost per inquiry divided by the share of inquiries that turn into an order, calculated from your CRM.

• Cost per inquiry: management cost divided by the number of inquiries traced to social media
• Share of orders: how many of those inquiries turn into a sale — that's your number, not ours
• Cost per order: cost per inquiry divided by the share of orders — compare it against the margin on one order

Without a way to tag the source of an inquiry, this whole calculation is impossible — which is why we set up the bio link and UTM tags from day one, before the first post goes out.

Three ways to run a profile — and how much of your time each takes

Running social media isn't one service, it's three different levels of your own involvement.

• Strategy only: you get a plan of content themes and posting rhythm, you write, design, and publish yourself — cheapest, but takes your time every week
• Content plan: you get ready-made topics, headlines, and a calendar, you publish yourself — less of your time on ideas, the same amount on execution
• Full management: we handle copy, design, and publishing, you provide photos of current work and approve content before it goes live — least of your time, but needs material from real, ongoing activity

None of the three models works without photos and information from your side — even with full management, someone still needs to send what's happening once a week.

When running social media doesn't make sense

Four situations where it's more honest to say "not yet" than to sign a contract.

• B2B sales with a long decision cycle and a narrow circle of decision-makers — a different channel works there than Instagram or Facebook, usually LinkedIn or direct contact
• No material from real work — stock photos don't build local trust, and this service depends on exactly that
• Nobody on your side answers messages and comments within a reasonable time — an active profile with no replies looks worse than an inactive one
• Seasonal business, two months a year, with no budget to keep posting outside the season — a broken history loses what it had built

What we need from you to get started

Running a profile relies on material we don't have and can't invent on your behalf.

• Admin access to accounts in Meta Business Suite — Facebook and Instagram together, since publishing runs through one tool
• Photos and short videos of current work, not just one shoot from a year ago — ideally from a phone, on an ongoing basis
• A list of promotions, events, and offer changes in advance, so they go into the calendar before they start, not after
• Someone who approves content before publishing within an agreed time — without that, the posting calendar turns into a waiting calendar

How to check after a month that it's working

You check the numbers below yourself, in Meta Business Suite, without logging into anything of ours.

• Reach and engagement compared to the previous month — not in isolation, as a trend
• Number of clicks on the contact link or phone number in the bio
• Number of message conversations started — that's a real inquiry, not just a like
• Inquiries tagged in your CRM or form as coming from "social media" — if the link and UTM are set up, this number exists from day one

The first month usually goes into building a rhythm, not a result — the algorithm favors profiles with a history of regular posting, and that history can't be sped up.

What social media doesn't do

Four boundaries of this service worth knowing before you start.

• It doesn't meet a right-now need the way ads or SEO do — it builds awareness someone acts on later, not always immediately
• It doesn't fix a bad reputation or a run of negative reviews — that takes review management, not a posting calendar
• It doesn't generate sales without an offer worth showing — good product photos with no clear price or availability won't sell anything by themselves
• It doesn't guarantee reach — the platform's algorithm decides who sees a post, and that changes without warning regardless of content quality

The most common mistake in running a profile

The most common mistake looks harmless: a post with no call to action and no way to get in touch. A nice photo, good copy, zero information on what to do next — call, message, or visit.

The cost of this mistake is quiet: budget and time go every month into content that builds goodwill without turning it into an inquiry. A few months in, someone asks why the profile has likes while the phone stays silent — and then you have to go back to the posting template itself, not just one post.

Why a like count isn't in the contract

Reach and likes depend on the platform's algorithm, posting time, how much attention is competing for the same day, and dozens of factors no agency controls — including ours. Anyone promising a specific number of likes or "viral" reach is promising something that can't be ordered to spec.

So what's in the contract is the process: posting rhythm, material quality, brand consistency, and measurable clicks through to contact. That can be done and verified. Popularity is a side effect of good work, not a product you buy separately.

When the problem lies elsewhere

If your problem sounds different, neighbouring areas of the same system stand right next to it — AURA connects them to each other rather than selling them separately:

• Reviews and reputation — Review request built into service, responses to comments and handling negativity — before it has a chance to grow.
• Google Ads — Campaigns billed by leads and orders, not clicks. With full measurement from day one.
• Meta Ads — Facebook and Instagram as a lead channel, not a bulletin board with a promoted post once a quarter.
• TikTok Ads — Short video as an acquisition channel, not a trend: native creatives, hook tests and acquisition cost calculated the same as in any other advertising.