Achieving the perfect mix of authentic storytelling and marketing when creating a content calendar is crucial, ensuring your content is engaging while also satisfying the demands of ever-changing algorithms so your content gets in front your target audience. The best way to do this is short-form video, such as Reels or TikToks. They become short ads for your business as ways to connect and edutain (educate + entertain) your audience.

One advantage of short-form video content is the availability of templates, allowing you to adopt a Reel or TikTok template you like and simply integrate your own imagery or footage. Alternatively, tools like CapCut or other video editing applications can automatically generate a Reel or TikTok using your existing photos or videos. These tools provide various options for the final version, enabling you to select your preferred edits, audio, and additional video effects.

There are two main parts to a successful social media account: the strategy and the content calendar. Many people think these are the same thing but they are not. Think of it like your favorite tv series. The strategy is like the storyline. There are characters and each has a part to play in the storyline. The strategy says this is what is going to happen because our audience likes these things, this genre, this way of filming, etc. The content calendar is like what happens in each episode. It is the script, the set, etc. for each specific episode and every episode (content) leads you down a path that has been pre-determined (strategy) to get you to feel, like, hate, laugh or do something because you saw it.

Establishing a content calendar and consistently posting is essential for maintaining a steady and influential online presence. This consistency is vital not only for presenting fresh content that resonates with couples but also for ensuring the algorithms recognize and reward your commitment to publishing quality content regularly. Merely posting average content consistently will degrade your "algorithm score," resulting in a decline in visibility among your followers. If you’re uncertain about your content’s performance, email me for a social media audit to identify the strengths and weaknesses of your current strategy: hello@thebridalmasterclass.com. Sometimes it takes someone outside of your world to see things you can’t see.

If you aren’t sure where to start when creating a content calendar, here are 5 tips to resonate with a diverse audience, capitalize on peak seasons, and leverage the unique features of platforms like Instagram and TikTok.

1. Diverse Audience Engagement

A mixed target audience requires a nuanced approach. According to Sprout Social, posts that resonate with an individual’s specific needs and lifestyle see a 72% higher engagement rate. By addressing various preferences, daily life pain points and interests, you can increase your appeal and customer base. This is why knowing who your ideal client is becomes one of the most crucial parts to succeeding in business. If you are unsure of who you are targeting, email me for a free PDF workbook to help identify your ideal client avatars. 

How to Implement:

Segmented Posting: Create content themes for different audience segments, such as luxury bridal wear on Mondays and budget-friendly options on Wednesdays.

Interactive Content: Use polls and questions in Instagram Stories or TikTok to gather insights and preferences, tailoring future content to audience responses.

Success Stories: Feature real brides from different demographics to showcase versatility and inclusivity.

2. Platform-Specific Content Strategy

Each social media platform has its own culture and content preferences. For instance, Instagram users engage 58% more on beautifully curated image posts than other post types, while TikTok’s algorithm favours creative and spontaneous content, with users spending an average of 52 minutes per day on the app.

How to Implement:

Instagram: Focus on high-resolution images of new arrivals, styled shoots, and customer testimonials. Utilize Instagram Stories for daily updates and behind-the-scenes content.

TikTok: Create engaging, short-form videos showcasing dress fittings, fashion challenges, or humorous takes on wedding planning. Jump on trending sounds and challenges to increase visibility.