FEED
Organic feed content
Static and carousel posts that build the baseline of a profile — the content people see when they check if a brand is active before following or buying.
Most social media problems I run into aren't a creativity issue — they're a consistency and targeting issue. Great content posted on no schedule, or good ads running to a cold audience with no retargeting set up, rarely turns into anything measurable.
Working with retail and e-commerce brands in Dubai, I run social as a mix of organic content and paid amplification — not one or the other. Organic builds the audience and proves out what resonates; paid takes the content that's already working and puts a budget behind reaching more of the right people with it.
Day to day that means a real content calendar, platform-native formats — Reels look different from Stories, which look different from a static feed post — and Meta Ads campaigns structured around actual funnel stages, not one campaign trying to do everything at once.
Engagement and follower counts are easy to report and easy to feel good about. I check what's actually converting — traffic, leads, or sales — before calling anything a win.
Building a content pillar structure and posting calendar so output stays consistent instead of reactive week to week.
Producing feed posts, Reels, and Stories in formats native to each platform, not one asset resized and reused everywhere.
Structuring campaigns around actual funnel stages — awareness, retargeting, conversion — rather than one campaign trying to do everything.
Responding to comments and DMs on a real schedule, not letting engagement sit unanswered for days at a time.
Sourcing and briefing creators or customers for content that reads as authentic rather than obviously scripted.
Reporting against traffic, leads, or sales — not just reach and follower growth — so results tie back to the business.
Most accounts run a mix of these — the work is deciding which combination fits the brand and the budget, not defaulting to everything at once.
Static and carousel posts that build the baseline of a profile — the content people see when they check if a brand is active before following or buying.
Usually the highest-reach format available organically right now — built for discovery, not just an existing audience.
Lower-effort, higher-frequency content for day-to-day presence, polls, and behind-the-scenes — keeps a profile feeling active between bigger posts.
Top-of-funnel campaigns aimed at reach and video views, feeding a retargeting audience for later — not expected to convert directly.
Bottom-of-funnel campaigns to people who've already engaged — website visitors, engagers, past customers — where most of the actual revenue comes from.
Working with creators whose audience actually overlaps with the brand's, briefed clearly enough to stay on-message without sounding scripted.
Real customer content, sourced and repurposed as ad creative — usually outperforms polished brand content in cold-audience ads.
Posting inconsistently, then blaming the algorithm when reach drops.
Build a real content calendar and hold to a consistent cadence — the algorithm rewards accounts it can predict, not just good individual posts.
Running ads to a cold audience with no retargeting set up.
Install the Meta Pixel and build retargeting audiences before spending on cold traffic — most conversions come from people who've already seen the brand once.
Reporting likes and follower growth as the main success metric.
Track traffic, leads, or sales tied back to social — engagement is a leading indicator, not the goal itself.
Posting the same asset across every platform unchanged.
Adapt format per platform — a Reel, a Story, and a LinkedIn post shouldn't be the same crop of the same file.
Only broadcasting content, never managing the community.
Reply to comments and DMs on a real schedule — unanswered engagement quietly signals a brand isn't actually present.
The exact mix shifts depending on the brand and the platform, but this is the rough shape every project follows.
Review existing content, posting history, ad accounts, and pixel setup before planning anything new.
Define the 3–4 themes every post should fall under, so content stays recognizable instead of scattered.
Plan and produce content on a real schedule — batched in advance, not decided the morning of.
Post consistently while running Meta Ads behind whatever organic content is already proving out.
Review what's actually converting weekly, and adjust the content mix and ad spend accordingly.
Platforms limit unpaid reach on purpose — some paid amplification is usually part of a realistic plan, not a failure of the organic strategy.
Posting three times a week reliably outperforms posting daily for two weeks and then going quiet.
Formats that performed well six months ago can quietly stop working — the content mix gets revisited regularly, not set once.
A new account needs a few months of consistent presence before the algorithm and the audience both start responding predictably.
Being active everywhere often means being mediocre everywhere — the first conversation is which one or two platforms actually matter.
Comments and DMs left unanswered undo a lot of the trust good content builds — it's treated as a daily task, not an afterthought.
Both, depending on the project — I can plan the calendar and brief a designer, or handle content creation directly for smaller accounts.
Yes — community management is part of the work, not a separate add-on. Consistent replies matter as much as the posts themselves.
Mainly Instagram and Facebook, since that's where most retail and e-commerce audiences in this market actually are — but TikTok, LinkedIn, Pinterest and X come into play depending on the brand and the goal.
Yes — sourcing creators, briefing them, and coordinating the collaboration, though the creator's own fee is separate from the work itself.
Tell me what's posted today and where it's stuck — I'll tell you what an audit would actually look at.
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