A social media strategy for a small business or an artist is a one-page plan. It says why you are on social media, who you want to reach, which platforms you use, what you say and how, and which numbers show that it works. A content plan comes after the strategy and says what you post on each day.
This guide is for artists, managers and owners of small brands in Thailand who know they should be on social media, but are not sure where to start or how to see if it works. The audience you are already building is a good start, even if it is small. You can write your first strategy in one afternoon, with a pen or a phone.
What is a social media strategy, and how is it different from a content plan?
The strategy answers why and for whom. The content plan answers what and when. You write the strategy first, and you change it maybe every three or six months. The content plan changes every month.
| Social media strategy | Content plan | |
|---|---|---|
| Question it answers | Why are we here, for whom, and how do we see that it works? | What do we post, where, and on which day? |
| Length | One page | A table with every post |
| How often it changes | Every three to six months | Every month |
| Example | “We want people in Bangkok to book us for weddings” | “Friday: a 30 second clip from last week’s wedding” |
How to make a social media strategy for a small business or an artist
A strategy has five parts. Write one short answer for each part, and you have a strategy.
1. Your goal
Choose one main goal for the next three months. Common goals are: more people know your name, more fans who listen and come back, more sales, or more bookings for shows and events. One main goal helps you decide what to do and what to skip.
2. Your audience
Write who you want to reach: age, city, what they like, and what problem or wish they have. For an artist, it can be “students in Chiang Mai who like Thai indie music”. For a small brand, it can be “mothers in Bangkok who buy online”. If you already have fans or customers, ask some of them which apps they use and which accounts they follow.
3. Your platforms
Start with one or two platforms where your audience already spends time. In our view, two platforms done well help more than five platforms done a little. Here is what each platform is usually good for:
- TikTok: short videos that can reach new people. TikTok says it recommends videos based on how people interact with them, and that follower count is not a direct factor, so a small account can still reach new people.
- Instagram: photos, Reels and Stories. Instagram says that Feed, Stories, Explore and Reels each use their own ranking, so it helps to think about each part separately.
- YouTube: longer videos and music that people search for and watch again.
- Facebook Page: posts, lives and events for people who want to check your business or your shows.
- LINE Official Account: messages to people who already know you, for example for bookings or orders.
4. Your message and your tone
Write one sentence about what you want people to remember, for example “Warm acoustic songs about life in the north” or “Simple skin care that is made in Thailand”. Then write three words for your tone, such as warm, funny or calm. Use the same message and tone on every platform, so people know you everywhere.
5. Your KPIs
KPI means key performance indicator. It is a number that shows if you get closer to your goal. Choose two or three KPIs that fit your goal, and write down where you are today. Then look at them once a month.
KPIs for social media, explained simply
| Goal | KPI to watch | Where to find it |
|---|---|---|
| More people know your name | Views and reach (how many different people saw your posts) | Insights in TikTok Studio, Instagram or Meta Business Suite |
| More fans who come back | New followers, comments, saves and shares | The same insights, per post and per month |
| More sales | Clicks on your link, messages that ask about price, sales with a code | Link clicks in insights, your LINE chats, your shop |
| More bookings | Booking messages and emails | Count them in a simple sheet every month |
Compare each month with the month before, and do not compare yourself with other accounts. Every account grows in a different way. We cannot tell you how fast your numbers will grow, because it depends on your posts, your audience and your goal.
One-page social media strategy example
This is an example for an invented singer. It shows how short a strategy can be.
| Part | Example |
|---|---|
| Goal (next three months) | More people hear the new song, and more bookings for small shows in Chiang Mai |
| Audience | Students and young workers in Chiang Mai who like Thai acoustic music |
| Platforms | TikTok for new listeners, Instagram for fans, LINE Official Account for bookings |
| Message and tone | “Warm songs about everyday life.” Tone: warm, honest, a little funny |
| KPIs | Views on TikTok, saves and comments on Instagram, booking messages on LINE |
| When to check | The first Monday of every month |
A simple TikTok marketing plan from your strategy
When TikTok is one of your platforms, turn the strategy into a short TikTok plan. Choose three topics that fit your message. Decide how many videos per week you can make for the next three months. Use your own sound or song in your videos, and reply to comments with video replies. At the end of each month, look at which videos people watched longest, and make more like them.
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 make a social media strategy compared
| Way | Cost | Speed | What you do | Good for |
|---|---|---|---|---|
| Write it yourself with this guide | 0 THB | One afternoon | Answer the five parts on one page | Artists and small brands who want to start now |
| Write it with your manager or a friend | 0 THB | One or two meetings | Talk through the five parts together | Getting a second opinion on your goal and audience |
| A marketing agency or a consultant | A fee for their time | Some weeks | Explain your business and approve the strategy | Brands with a larger budget and many platforms |
| Our VIP service | Price after we see your account | Usually an answer within a day after you ask | Tell us what your account is for and what is coming up | Artists who want a person to plan the growth of followers, likes and comments. We do not make posts for you. |
Common mistakes in a social media strategy
- Too many goals at once. What usually helps instead: choose one main goal for three months, and write the others for later.
- Being on every platform. What usually helps instead: start with one or two platforms where your audience already is.
- KPIs that do not fit the goal. What usually helps instead: if your goal is bookings, count booking messages, and do not only count likes.
- Never checking the plan. What usually helps instead: put one fixed day each month in your calendar to look at your KPIs.
Questions about social media strategy
What is social media marketing?
Social media marketing means using platforms like TikTok, Instagram, Facebook, YouTube and LINE to reach people and help your goal. It can use free posts, paid ads, or work with creators. A strategy helps you decide which of these you need.
How many platforms should a small brand use?
Start with one or two, where your customers already spend time. When you can post there regularly, you can add another one. In our view, two platforms with regular posts help more than five platforms with few posts.
Which KPIs should an artist look at?
It depends on your goal. For new listeners, look at views and new followers. For fans who stay, look at comments, saves and shares. For shows, count booking messages. Choose two or three, and look at them once a month.
How often should I change my strategy?
Look at it every three to six months, or when something big changes, such as a new album, a new product or a new city. Small changes go in the monthly content plan. The strategy stays the same long enough for you to see what works.
You can write your strategy yourself with the steps above. If you want a person to plan the growth part for you, our VIP social media service in Thailand starts with a look at your account, and you do not need to buy anything to ask. If you want to see how your profile looks to new visitors first, you can ask for a free profile check. 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