A content plan is a simple table of what you will post, where and when, for the next weeks. To make a content plan for one month, choose one goal, pick three or four content pillars, decide the format for each platform, fill in a sheet with dates, and look at your numbers once a week. One afternoon is enough to start.
This guide is for artists, creators and small brands in Thailand who post when there is time, and then nothing for two weeks. If you do not have time to plan, that is completely normal. You already make the music, the photos or the products. A content plan only helps you decide in advance what to post, so you spend less time thinking each day.
Why a content plan helps on TikTok and Instagram
TikTok says that it recommends videos based on what users interact with, such as likes, shares, follows and comments, on information in the video such as captions, sounds and hashtags, and on device and account settings. TikTok also says that follower count is not a direct factor. We read this as: each new video can reach new people, also from a small account. A plan helps you post more often and more regularly, so you get more of those chances.
Instagram says that it does not have one single algorithm. Feed, Stories, Explore and Reels each rank posts in their own way. Instagram also says that it makes some Reels less visible in recommendations, for example Reels with low resolution, a watermark, or Reels already posted on Instagram. So a good plan makes a version for each platform, instead of one video copied everywhere.
What is a content pillar?
A content pillar is one main topic that you post about again and again. Three or four pillars are enough. They help new visitors understand what your account is about, and they give you ideas when you do not know what to post.
| For an artist | For a small brand |
|---|---|
| Music: a chorus, a live moment, a cover | Product: what it is and who it is for |
| Behind the scenes: studio, rehearsal, travel to a show | How to: how to use the product, tips |
| Fans: replies to comments, duets, fan videos | Customers: reviews and photos from real buyers, with their permission |
| You: your day, your style, what inspires you | News and offers: new items, opening hours, events |
How to make a content plan for one month, step by step
1. Choose one goal for the month
Write one sentence, for example “More people hear my new song” or “More people visit the shop on weekends”. If you have a release or a show this month, put that date in the plan first. Every post can then help that one goal.
2. Pick three or four content pillars
Use the table above as a start. Choose the pillars that fit you and your goal. If your goal is a new song, the music pillar gets more posts this month.
3. Decide how many posts you can keep up
Choose a number of posts per week that you can keep for the whole month, also in a busy week. Three steady posts every week are easier to keep than ten posts in one week and then nothing. You can add more later.
4. Choose the format for each platform
Write which type of post goes where: short videos for TikTok and Reels, photos and stories for Instagram, longer videos for YouTube, and posts or lives for your Facebook Page. Make each version for its own app, without another app’s watermark.
5. Fill in a simple sheet
Open a free sheet in Google Sheets and make six columns: date, pillar, platform, format, idea, and status. Fill in all the dates for the month first. Then add an idea for each date. The status column can say “idea”, “filmed”, “edited” or “posted”.
6. Film several posts on one day
Pick one or two days a month to film many posts at once. Then you have posts ready on busy days. Leave some empty places in the plan for news, trends or a fan video you want to reply to.
7. Look at your numbers once a week
Choose one fixed day each week. Open your insights and look at which posts people watched longest, saved or shared. Write one line in the sheet about what you learned. Next month, make more posts like the ones that worked.
Content plan example for one week
Here is an example for a singer with a new song. You can copy the columns into your own sheet and change the ideas.
| Day | Pillar | Platform | Format | Idea | Status |
|---|---|---|---|---|---|
| Monday | Music | TikTok and Reels | Short video | The chorus of the new song, sung in the car | Filmed |
| Tuesday | Behind the scenes | Stories | Photos from the studio day | Idea | |
| Wednesday | Fans | TikTok | Video reply | Answer a fan question about the song | Idea |
| Friday | Music | YouTube | Longer video | Acoustic version of the new song | Edited |
| Saturday | You | Photo post | Your look for the weekend show | Idea | |
| Sunday | Fans | Facebook Page | Live | Short live: thank fans and sing one song | Idea |
For the best time to post, your own insights are the best guide, because they show when your followers are online. Start with those times, and change them when the numbers show a better time.
If you do not want to wait, you can see our work on your own account first, with a free trial. Start the free trial
Ways to plan your content compared
| Way | Cost | Speed | What you do | Good for |
|---|---|---|---|---|
| Post when you have time | 0 THB | No planning time | Think of an idea each day | Very busy weeks, for a short time |
| A sheet in Google Sheets | 0 THB | One afternoon a month | Fill in dates, pillars and ideas | Artists and small brands who want a free start |
| A notebook or a calendar app | 0 THB | One afternoon a month | Write posts on the days you will post them | People who like to plan on paper or on the phone |
| A paid planning app | A monthly fee | Fast after setup | Plan and schedule posts in one place | Teams with many accounts |
| A person or a team who plans for you | A fee for their time | Fast | Explain your goal and approve the plan | Artists and brands with little time |
Common mistakes in a content plan
- Planning too many posts. What usually helps instead: start with a number you can keep in a busy week, and add more later.
- The same video on every app. What usually helps instead: make a version for each app, without another app’s watermark.
- A plan with no goal. What usually helps instead: write one goal at the top of the sheet, and check each idea against it.
- Never looking back. What usually helps instead: choose one day each week to look at your insights and write one thing you learned.
Questions about content plans
What is the difference between a content plan and a content calendar?
People often use both words for the same thing. If there is a difference, the content plan holds the goal and the pillars, and the calendar shows the dates of each post. For a small account, one sheet with both is enough.
Is there a free content planner template?
Yes, you can make one in a few minutes. Open a new sheet in Google Sheets and add the six columns from our example: date, pillar, platform, format, idea and status. It is free and works on your phone.
How many posts per week should I plan?
Plan the number you can keep every week for the whole month. If you are not sure, start with two or three posts per week. A steady number is easier to keep than a high number for one week.
What should I do if I miss a day in the plan?
Move the post to the next free day and continue. A plan is a help, and it is fine to change it. That is also why it helps to film several posts on one day, so you have extra posts ready.
Your content plan is about your own posts, and you can make it yourself with the steps above. If you also want a plan for how many followers, likes and views fit your account, our page to build your own social media plan asks a few questions and suggests one before you pay anything. We do not write or post content for you. If you want a person to look at your account first, you can ask for a free profile check. Our guide on how to get more TikTok followers yourself has more free steps. You are always welcome to ask us anything on LINE.
The shortcut: see it work on your own account first
Everything in this guide works, and it costs nothing. It also takes time, and that is completely normal.
If you want your account to look established sooner, we can help on TikTok, Instagram, Facebook and YouTube. The published rules of these platforms do not allow paid followers, likes or views, so we want you to know this before you decide. Nobody logs in to your account, and your order is private and confidential.
Try it first: our free trial is a small order on your own account, with no card and no password.
Sources
- TikTok Newsroom, How TikTok recommends videos #ForYou: newsroom.tiktok.com/en-us/how-tiktok-recommends-videos-for-you
- About Instagram, Instagram Ranking Explained: about.instagram.com/blog/announcements/instagram-ranking-explained