Most businesses treat social media as a chore — something to be done to stay visible. We treat it as the long conversation you’re having with your audience, where every post either strengthens or weakens the relationship.
Social media is not a megaphone. It is an editorial publication run by your business, with readers who chose to subscribe, editors who decide what goes out, and a voice that tells people what kind of business yours really is.
Advertising is how you buy attention when earned attention isn’t yet enough — and how you amplify the work that’s already landing organically. Done together, they compound. Done separately, they compete for the same budget and confuse the same audience.
The issue is almost never “post more”. It’s what you’re saying, to whom, and whether it connects to anything else the business is doing.
Not every business needs to be on every platform. A neighbourhood café rarely needs LinkedIn. A B2B consultancy rarely needs TikTok. We identify the two or three platforms that actually reach your customers and ignore the rest.
Three or four content pillars, each tied to something your business genuinely wants to be known for. A posting cadence your team can sustain. Templates that make each post a variation on something proven, not a blank page every morning.
We can deliver the full service ourselves, or set up the system and hand it over. The choice depends on your team, your budget, and how much social media actually moves the needle in your business.
Monthly reports in plain English. Not vanity metrics — the metrics that actually predict business outcomes. We stop what isn’t working, double down on what is, and keep the system honest.
Platforms, audience, pillars, tone, cadence — written down.
Post templates, caption formats, photography direction.
Pre-planned posts, ready to edit and publish.
Plain-English analysis. What worked, what didn’t, what’s next.
Available as a done-for-you monthly service or as a one-time system build for your team to run.
Before we started, Sichuan House had a social presence in name only — the occasional post, no consistency, no strategy. We launched the rebrand simultaneously across Instagram, Facebook, and TikTok with a content system built around four pillars: the craft of authentic Sichuan cooking, the menu, the people behind the pass, and the restaurant’s place in the neighbourhood.
TikTok rewards craft — a well-lit, well-cut dish video outperforms paid ads for a neighbourhood restaurant.
Instagram is where the brand lives — a considered feed is the digital shopfront, not a filler channel.
Engagement from the established local audience. Still the dominant platform for a specific demographic Scottish SMEs can’t afford to ignore.
Illustrative. Exact figures available in the Sichuan House case study.
Close-up reel — chef preparing mapo tofu from scratch, set to ambient Mandarin pop.
TikTok · IGWeekly carousel — five new dishes this week, written with provenance and heat level.
IG · FBStory takeover — a different staff member introduces themselves each Friday.
IG StoriesGlasgow moments, local partnerships, seasonal occasions rooted in place.
FB · IGA strategy made Sichuan House’s first month outperform a year of sporadic posting. That’s the difference between a chore and an asset.
Nanakusa’s social strategy was built around two audiences from the start: local regulars who’d drifted away, and international students searching for authentic Japanese dining in Glasgow. Both audiences grew. Daily covers grew from 35 to 75. The content told the story; the numbers followed.
Read the full Nanakusa story →The first conversation is free, fifteen minutes, and has no prep. We’ll look at what you’re posting now and tell you honestly whether the problem is strategy, execution, or platform choice.
Book a free 15-minute chatNo pitch. No prep. Just a conversation about what you’re building.