Let’s Kick Off Your Research!
Before we dive into choosing platforms or defining your brand voice, let’s start with the thing that everyone loves to hate…
The Algorithm (cue dramatic dum dum dummm 🎶)
I promise—it’s not as scary as it sounds. The algorithm is actually pretty predictable and relies on just three core things:
1. Consistency
Are you posting in a way that’s regular and reliable—for both your audience and the algorithm? Think rhythm, not randomness.
2. The Right Audience
Are you creating content specifically for the people you want to attract? Niche is not a bad word—it’s a superpower.
3. Content Quality
No, you don’t need a full production team. Quality means your content is relevant, engaging, and resonates with the people you want to reach.
Here’s the deal:
The algorithm's goal is to keep users on the platform as long as possible. The better it can predict who will enjoy your content, the more people it will show it to. So if your content is consistent, targeted, and valuable, the algorithm becomes your new bestie.
Real Talk Example:
Let’s say someone goes viral by jumping on a trend that has nothing to do with their biz. Great for views—terrible for conversions. They now have thousands of followers who couldn’t care less about their product or service. Engagement tanks. The algorithm gets confused. Their actual business content? Crickets. 🦗
So remember: we post with purpose. We’re here to build an audience that actually cares about you, your offer, and your brand bruises. (Yes, bruises—your bumps and realness are part of your story.)
Defining You and Your Brand
This is your space to brain-dump all the adjectives, aesthetics, and accounts that reflect the vibe you want for your social media presence.
✨ For me and my brand I think:
Light, bright, happy, fun, knowledgeable, expert—but also sparkly boots and power suit energy when needed.
Don’t forget to also note how you don’t want to come across.
(This isn’t shade! Just because an account is successful doesn’t mean their approach is the right one for you.)
To keep track visually, I highlight examples based on platform:
- 🔴 YouTube
- 💚 TikTok
Let’s Talk About Your Audience and Your Voice When Communicating
This is major. Audience clarity is one of the biggest factors in algorithmic success, so get as specific as humanly possible. *you will have a chance in the branding section of the workbook after you have done all of your research to revisit your audience and voice.
The more detailed you are—age, interests, values, dreams, problems—the better your content will land and the more accurately the algorithm can serve it up to the right people.
Social media today is all about authenticity and relatability, so ask yourself:
- How do I want to speak to my audience?
- How do I want them to feel after they interact with my content?
Aspirational Accounts
This section is another brain-dump space.
As you scroll and explore, drop in any accounts that inspire you. These can help shape your visual style, tone, and overall channel strategy.
Choosing Your Platforms
If you’re new to using social media for business:
Start small. Pick one platform, get comfortable, build confidence, and then expand.
Trying to master all the platforms at once = instant overwhelm (trust me).
I’ve included a cheat sheet with a quick breakdown of:
- Who’s hanging out on each platform
- What kind of content performs best there
But don’t stop there—take time to do your own research too. That’s where the next few pages of this guide come in.
Pro Tip:
I use ChatGPT (hi 👋) to help fill out these forms and prompts. Don’t be afraid to get help—it’s like having a social media strategist in your back pocket.
