A CREATIVE STUDIO
FROM BERLIN
© 2026
Social media without strategy is noise. Posts without a plan, content without purpose, channels without direction. The result: a lot of effort, little impact. As a social media agency in Berlin, we develop social media strategies that set your brand apart from the competition and deliver measurable results.
A social media strategy is a living roadmap that defines why you are on social media, who you want to reach, what you communicate and how you measure success.
What Does a Social Media Strategy Include?
Audience Analysis: Who are your people? Where are they online? What drives them? We go beyond demographics and identify psychographic profiles, media consumption behavior and content preferences.
Platform Strategy: Not every platform is relevant for every brand. We define where your brand should be present and why. Instagram for visual storytelling, TikTok for Gen Z reach, LinkedIn for B2B touchpoints.
Content Pillars & Format Mix: Thematic pillars that structure all your content. Plus the right mix of formats: Reels, Stories, Carousels, long-form, each adapted to platform and audience.
Posting Strategy: Frequency, timing, cadence. When do you post what and how often? Data-driven, not gut feeling.
KPI Framework: What does success mean for you? We define measurable goals: from awareness KPIs (reach, impressions) to engagement (likes, comments, shares) through to conversion metrics (website clicks, leads, sales).
SOCIAL MEDIA AUDIT
Comprehensive analysis of your current social media presence. What works, what does not, and where the biggest opportunities lie, including competitive analysis and benchmark comparison.
CHANNEL STRATEGY
Not every platform is relevant for every brand. We define where your brand should be present and why, with clear priorities and resource planning.
CONTENT STRATEGY
Thematic pillars, format mix and posting cadence. The content framework that structures and maintains consistency across your entire social media presence.
KPI FRAMEWORK
Measurable goals aligned with your business objectives. From awareness KPIs to engagement through to conversion metrics, clearly defined and trackable.
COMPETITOR ANALYSIS
Data-driven competitive analysis. What are your competitors doing on social media? Where are their strengths, where are your opportunities?
TREND MONITORING
Platform trends, format trends, content trends. We track 500+ cultural signal sources across fashion, design, food, tech, and youth culture, blending AI-powered analysis with sharp editorial judgment to surface the trends that matter before they hit the mainstream.
Social Media Consulting & Workshops
Not every brand needs full-service management. Sometimes what is missing is a clear direction and the right knowledge within the team. For that, we offer:
Social Media Audit: A comprehensive analysis of your current social media presence: what works, what does not, and where the biggest opportunities lie. Including competitive analysis and benchmark comparison.
Social Media Workshops: Hands-on workshops for your team. Topics include platform best practices, content creation, community management, paid social, analytics and reporting. We train you so you can operate independently in the long term.
Strategy Consulting: Eye-level sparring for marketing leads and CMOs. We bring external perspective, industry insights and best practices. You bring the brand knowledge.
Strategy for Fashion, Beauty & Lifestyle Brands
Social media strategy is not generic. It must be industry-specific. Fashion, beauty and lifestyle follow their own rules:
Seasonality: Fashion Weeks, collection launches, beauty launches, seasonal campaigns. The content calendar must align with the rhythm of the industry.
Visual-First: In these industries, aesthetics matter. The social media strategy must reflect the visual standards of the brand: feed aesthetics, Reels style, Story design. Brands without a strong visual foundation often work with us on branding first.
Community & Culture: Fashion and beauty are community-driven. The strategy must integrate community building, influencer partnerships and cultural moments.
Commerce: Social commerce is becoming increasingly important. The strategy must consider the path from inspiration to conversion: Instagram Shopping, TikTok Shop, shoppable content.
For Hugo Boss, we developed a strategy that consistently implemented the brand refresh across all social media channels, with results that anchored the brand in a new target audience.
From Strategy to Content Plan
Strategy sets the direction. The monthly content plan translates it into formats. Each plan is built on the results of the previous month: what grew, what stagnated, what gets stopped. The format mix follows a clear principle: 60-70% Scale Formats that have proven to work, and 20-30% Test Formats for new approaches. The deciding metric is followers gained per post, not view count alone. That is editorial thinking, not agency bureaucracy.
From Strategy to Execution
A strategy is only as good as its execution. That is why we offer both:
Strategy Development: For brands that need a clear direction but handle execution internally.
Strategy + Execution: Full-service management, from strategy development through content creation, community management and paid social to monthly reporting.
Strategy + Enablement: We develop the strategy and enable your team to execute it through workshops, templates and ongoing coaching.
Social Media Strategy Across Platforms
Not every platform demands the same strategy. Brands that sound the same everywhere stand out nowhere. Instagram is built on visual storytelling: Reels, Shopping, and a feed that carries the brand's aesthetic. TikTok works differently. It is culture-led, lo-fi, trend-responsive, with its own language you have to understand, not imitate. LinkedIn demands perspective: thought leadership over content output. Platform strategy defines where you invest your energy and why. No resources wasted on presence for presence's sake.
Reporting & Growth Governance
Reporting is where strategy meets reality. Every month we deliver a consolidated growth report: organic, creator-driven and paid, all in one view, always measured against agreed targets. Each report ends with concrete Stop/Start/Scale decisions. No data dumps. Clear recommendations for what happens next.
Social Media Strategy and Paid Social
Organic strategy and paid social should inform each other. What works organically tells you what is worth amplifying. The paid budget splits across three areas: growth campaigns, amplification of top-performing content, and format testing. Running paid without an organic foundation means paying for attention without substance.
Social Media Insights 2026 — Five Shifts Every Strategy Must Know
Social media does not change linearly. It shifts in waves. These five developments are shaping the platform landscape in 2026 and defining how brands must think about strategy today.
1. Intentional Consumption Replaces Passive Scrolling
Feeds are saturated, time feels scarce. Users increasingly choose how they spend their attention, filtering harder, following clearer interests, disengaging from content that does not feel relevant. Instagram now lets users tune their algorithm by selecting interests and removing topics ( The Verge). TikTok Search and Pinterest already operate on explicit intent signals. Feeds reward retention over exposure.
What this means for brands: content must align with chosen interests and be platform-first. Relevance is fragile. If content does not match intent, it disappears. Every post needs a clear role: why does it exist, and who is it for?
2. Authenticity Moves from Aesthetics to Provenance
Authenticity is no longer judged by aesthetics or speed, but by who is telling the story, why they are telling it, and whether it feels human over time. AI makes realism cheap. Audiences default to skepticism and look for credibility signals. 46% of users feel uncomfortable with AI-generated influencers ( Sprout Social, Q3 2026). Platforms increasingly prioritize originality and creator-led content.
What this means for brands: polish loses trust value. Consistency and human-led storytelling gain it. Process becomes proof of craft and origin. Trend participation can be a tool, but not the strategy.
3. Social Becomes Decision and Planning Infrastructure
Social platforms are no longer just for exposure. They support planning, comparison, and decision-making at different stages of the same journey. Pinterest captures seasonal and cultural moments months in advance through search and saving. TikTok Search helps people explore options, opinions, and cultural context. Instagram formats like polls, quizzes, and interactive stickers turn inspiration into action.
What this means for brands: moments do not start on the date. They start when planning begins. Content must be designed for where people are in the journey, not reused everywhere. Interactive and actionable elements should be built into creative from the start.
4. Authority Shifts from Brands to People and Communities
Trust and cultural relevance are increasingly shaped by collective participation. Creators are cultural translators. Authority is earned through relevance, not fame or follower count ( TikTok What's Next 2026). Community surfaces (comments, DMs, broadcasts) act as influence layers. Platforms reward comment activity, saves, and shares over likes.
What this means for brands: one-off influencer posts underperform. Long-term creator ecosystems build trust over time. Creator selection should prioritize topical alignment over reach. Brands must participate in conversations, not broadcast at them. Visibility is increasingly shaped by Reddit, Substack, DMs, and podcasts.
5. Commerce Is Justified Emotionally, Not Impulsively
Purchasing decisions are more intentional. Audiences weigh emotional ROI (identity, belonging, meaning) alongside price and function ( The Drum / TikTok). TikTok Shop expands shoppable formats, Pinterest captures high-intent moments. Validation happens via creators and comments. Creator-led recommendations act as trust accelerators.
What this means for brands: social commerce must explain why to buy, not just how. Products need context within rituals, moments, and identity. Emotional framing drives conversion more reliably than urgency.
*Sources: TikTok What's Next 2026 · Mosseri / Instagram · The Verge · Sprout Social Trends 2026 · Hootsuite Trends · Pinterest Brand Moments Guide 2026 · The Drum · Vogue Business*
Our Process
1. Discovery: Kick-off, briefing, audience research, competitive analysis, social media audit.
2. Strategy Development: Platform strategy, content pillars, format mix, KPI framework, posting calendar template.
3. Presentation & Alignment: Strategy presentation, feedback, refinement, sign-off.
4. Execution Support (optional): Support during implementation, initial content production, team enablement.
Case Studies
- GIZEH — Social Media: Long-term social media strategy for a heritage brand. Social refresh with a new content approach. Instagram following grew by more than 50% in one year.
- adidas — Paris Olympics Brand Campaign: Strategic campaign planning for the biggest global sporting moment — social media as the central channel for athlete stories and cultural moments.
- Bumble — Making the First Move: Go-to-market strategy for a dating app's German market entry, connecting online and offline.
- Hugo Boss — Brand Refresh: 360° strategy across all social media platforms at global scale — from audience definition through content pillars to platform strategy.
- Hinge — In the Right Hands: Strategy and activation for a pop-up event in Berlin — online campaign meets physical brand experience.
- Allies of Skin — THE ONE SPF 50 Campaign: Strategic beauty product launch campaign focused on radical transparency and social-first distribution.
A good social media strategy gives you clarity. Clarity about why you post, for whom and with what goal.
FAQ
