In a feed, a post has half a second. What saves it is not its text, it is that the same hand has already been seen twelve times.
Most company accounts fail for a reason that has nothing to do with content: every post has its own layout. Six different visuals in a feed read as six advertisers, and the accumulation effect, the only mechanism that genuinely works on these platforms, never happens. So we fix a template and stick to it: same over-title height, same position for the mark, same colour family.
The second trap is treating the platforms as one channel. The same message does not take the same form on LinkedIn, where people read, and on Instagram, where they look. Crop zones differ too: the page logo covers four hundred and sixty pixels on the left on LinkedIn, the avatar eats the bottom-left corner on X, mobile shows only the central band on Facebook. Composing without knowing that means publishing amputated visuals.
Finally, a community is not an audience. An audience watches, a community replies, and the difference plays out in comments and private messages, not in follower counts. We answer everything, including criticism, and above all the fair kind. An account with three thousand followers that converses beats one with thirty thousand that broadcasts, and it costs less to hold.
The frame drawn before the first post, so a series reads as a series.
Before any post, we draw the frame: the grid, the title heights, the position of the mark, the colour family, the two typefaces. That document fits on one page and is worth more than thirty visuals. It is what makes a series read as a series, and it lets someone other than us produce a coherent post the day you bring this in house.
Three to five sections that last, and the calendar follows from them.
Three to five recurring strands, no more, each with a reason to exist: what you make, what you know, what happens in your house, what your clients obtain. A strand that does not survive three months is dropped rather than dragged along. The calendar follows from the strands, never the reverse.
Visuals, carousels and videos produced in batches, checked in the cropped zones.
Visuals, carousels, vertical formats, short video, copy. We produce in monthly batches to hold coherence, and keep a reserve for what comes up. Every visual is checked against its platform's crop zones before delivery: a title cut by an avatar is wasted work.
Replies within twenty-four working hours, in your voice and not ours.
Replies to comments and messages within twenty-four working hours, in your voice and not ours. We set out with you a grid of answers for the frequent cases, and a line to hold for the difficult ones, decided calmly rather than improvised on a Friday evening.
Ten held relationships rather than a hundred product mailings.
We prefer ten held relationships to a hundred product mailings. The criterion is not audience but genuine proximity to your customers: an account with eight thousand followers in your town beats a national one with two hundred thousand. Each partnership is framed in writing, with what is expected and what is paid.
Reach, engagement, saves and shares: follower count comes last.
We track reach, engagement relative to reach, saves and shares, which are the only signals the algorithms reward over time. Follower count comes last, because it can be manipulated and says nothing about what you sell.
Social media looks improvised. It never is when it works. Here is the real cycle, the one that repeats every month.
An hour with you, no more. What is happening in the house next month, what worked last month, what should stop. We leave with the calendar and the subjects, approved before any production.
All the month's visuals and copy, produced in one block. That is what guarantees series coherence: produced one by one over the days, they drift. You receive the set at once and correct it at once.
Posts scheduled at the hours your audience is genuinely present, measured rather than assumed. We keep two free slots a week for what comes up: a news item, a reaction, an opportunity.
Comments and messages handled every working day. It is the invisible part and the one that brings people back: an account that answers gets more reach than an account that posts better, because the platforms measure conversation.
One page: what carried, what did not, what changes. We also show the posts that failed, because they teach more than the others and a report that shows only successes is not a report.
Grid, heights, mark position, colours, typefaces, crop zones per platform. One page that lets anyone produce a coherent post, including someone other than us.
Delivered as open, editable files, not only as flat images. You can take them up, extend them and evolve them without coming back to us, which is the condition for them serving you over time.
Three rolling months, with strands, dates and owners. It also shows what is not yet decided, rather than pretending everything is settled until December.
What is answered to frequent questions, what is answered to fair criticism, and what is not answered at all. Written calmly, it prevents the improvised replies that cost far more than the original comment.
No, and that is the most common mistake. Two accounts properly held beat five neglected ones, because an abandoned account gives a worse impression than no account at all. We choose with you the two or three where your customers genuinely are, and close the others cleanly.
We do not sell followers and promise no number, because that figure can be bought and says nothing. What we track is reach among people who might buy, engagement relative to that reach, and enquiries received. An account can triple its followers and lose business.
Yes, and it is even preferable when they show the real work. An imperfect workshop photograph beats a perfect stock image, because it is yours and it shows. We tell you how to take them so they fit the template, which comes down to three rules of framing and light.
Only genuine ones, with the written agreement of their author. Publishing an invented testimonial is a misleading commercial practice under French law, and the risk is not theoretical. If you have no reviews to show yet, we first build the way to collect them.
Leave us your website and a word about your project. A director studies it and replies to you personally within twenty-four hours: what holds your visitors back, what we would do, and whether your house can join us. It is the first door of admission, and it commits you to nothing.