Implementing a monthly campaign strategy ensures content remains cohesive, engaging, and purposeful. By creating a central theme each month, brands can:

- Build anticipation and keep audiences engaged.

- Align posts with seasonal trends, customer needs, or industry shifts.

- Maintain a consistent brand voice while diversifying content types (e.g., educational, promotional, interactive).

- Strengthen storytelling, leading to better audience connection and retention.

This approach enhances brand awareness and improves organic engagement by providing structured yet flexible content that followers look forward to each month.

Engagement is a two-way street. By following relevant accounts, you increase the likelihood of receiving follows back, and the algorithm will favour and promote your account. Similarly, liking and commenting on posts from relevant accounts boosts engagement on your own content. Commenting back on your own posts and continuing the conversation is also important, as it further boosts engagement. Social media platforms reward interaction, making this strategy essential for organic growth.

The balance between followers and following impacts brand perception. Following too few accounts can make an account seem unnaproachable or unfriendly, while following too many can make it seem less credible. Maintaining a strategic ratio can help reinforce social proof and authority.

A good guidelone is to keep your following count at 10-20% of your total followers. For example, if you have 5,000 followers, following 500-1,000 accounts keeps the profile balanced – engaged without appearing excessive. This approach helps maintain a polished yet approachable brand presence.

Running paid ads through Meta Ads Manager on Facebook instead of boosting posts gives you greater control, precision, and results. It offers advanced targeting, lookalike and custom audiences, A/B testing, and in-depth performance tracking.

Even if the goal is to advertise on Instagram, building the campaign in Meta Ads Manager leads to better delivery and stronger outcomes. While the mobile app can work for quick tasks, the desktop version offers the full range of tools and a more efficient workflow.

For professional campaigns and real growth, the desktop version of Ads Manager is the most effective choice.

Using UTM parameters in social links allows marketers to accurately track how users arrive at a website via Google Analytics. Without them, social traffic often gets miscategorized as "direct", making performance attribution difficult. While many platforms allow for only one bio link, tools like Linktree or Becons can host multiple UTM-tagged URLs to different landing pages, preserving data clarity.

Even if a brand only includes a single link in the instagram bio (or other social bios), that link should still have UTM tags applied – especially when used in campaigns or rotating offers. I recommend this implementation to my employer to improve clarity in our acquisition reporting.

Consistent posting builds momentum, but occasional breaks can actually boost reach. Instagram's algorithm appears to use intermittent reinforcement to keep users engaged, which means it favours users who post consistently and frequently, and then follow by taking a break.

My theory is that Instagram doesn't want users to stop posting, as less activity means lower platform engagement. To prevent users from leaving, the algorithm promotes accounts on the Explore page when it detects an absence. This strategic boost encourages creators to stay active, ultimately benefiting both the user and the platform.

Message repetition is one of the most important, popular, and historically effective marketing strategies. It involves repeating the same message again and again, and using techniques that connect new information to subjects already stored in memory. Repetition is important because in order to move something from the short-term into long-term memory, it has to be repeatedly exposed to the mind. This method is even more useful if messaging is related to known topics which people already have in their memories, which is proven to positively impact memory effectiveness.

Sensory marketing focuses on activating the audience's senses, through sight, sound, or even smell in order to encode into the memory. Companies have even started implementing imagery of visually appealing candy and food, in products completely unrelated to food in order to activate this part of the brain. By activating the audiences sensory system, messaging is more likely to successfully move through the memory cycle – from sensory, to short-term, and ultimately into long-term memory.

Psychological studies have shown that implementing strategic and subtle messaging through content visuals and copy, can strongly influence the audience's mindset, particularly if done repeatedly. This works by implanting messaging cues into the subconscious mind through soft suggestion, which eventually surface into conscious awareness and shape perception and behaviour. Thus, this method enhances brand recognition and can increase purchase intent.