“The creative process is not about creating something from nothing, but rather creating something that’s in balance.”
— John Kao
Having spent nearly a decade immersed in the world of social media, one truth has become abundantly clear to me: the rules of the game are, and will forever be, in a state of constant change. Every single second, the dynamics of social media shift, algorithms evolve, and what worked yesterday might not work today. Yet, within this whirlwind of change, one element has remained relatively the same—human nature.
While platforms change and trends come and go, the underlying drivers of human behaviour remain largely the same. This observation isn’t just drawn from my own personal experience but is backed by extensive research showing how little our neurological, psychological, behavioural, and biological mechanisms have evolved over the past few thousand years. However, in complete contrast to our glacial evolution is the rapid pace of technological advancement—even within the past two years with the everpresent development of AI, we as humans have remained relatively unchanged.
This realisation, filtered through my background in psychology, marketing, and business analytics (together influenced by a healthy fascination with behavioural economics and behavioural science), has profoundly shaped my approach to social media. Beneath the billions of posts shared daily, I have come to believe that there exists an underlying thread—almost a hidden formula—that captures the essence of what truly resonates with us as social beings, just waiting to be discovered. I believe it’s this thread that holds the key to every individual’s and brand’s potential to discover their own version of the “perfect post.” This perfect post isn’t universal; it’s not something everyone can post once and get 9 billion likes, comments, and shares. Instead, it’s a completely unique expression of core variables that are tailored to where each brand or person currently stands, taking into account their specific audience, engagement levels, brand sentiment, and the exact moment in time they find themselves.
However, in today’s world, where we are constantly bombarded with an overwhelming amount of information—both digital and physical—capturing and holding attention has become a very rare and precious skill. Our senses are flooded with billions of bite-sized pieces of content daily, and while we live in a 24-hour digital world, our bodies are wired for a 12-hour day. This reality, therefore, calls for a scientific approach to discover the correct mix of ingredients to momentarily capture the attention of an overstimulated human, leading to a bombardment of engagement propelled by a contagious spread of positive digital and physical word-of-mouth—until, inevitably, that attention is once again lost to the ether as another novel collection of perfectly arranged pixels with the correct saturation captures our finite attention once again.
The secret to creating the "perfect post" lies in the art of alchemy—mixing the "perfect" ingredients, understanding the limits of human attention, and crafting content that not only stands out in this relentless stream of new content but also deeply connects with the people who care about our stories.
I say "story" because every individual and brand is using social media for one purpose: to craft and tell the story of who they are and how they wish to be perceived. Within that story lies the opportunity to resonate deeply with our audience. The challenge of connecting—and the true art of this alchemy—is in uncovering the right elements that make a narrative not just visible but capable of causing a temporary ripple in someone's life, allowing it, for just a moment, to rise above the surrounding noise in today’s hyper-stimulated and often distracted modern world. By mastering this alchemy, brands and individuals alike truly have the opportunity, with today’s technology, to create content that captivates, engages, and, for a fleeting moment, rises above the noise to leave a lasting impression on people's lives.
The Perfect Social Media Post: Not Universal, But Unique
Before we go deeper, let me first clarify my position on the concept of the "perfect post". I’m not suggesting there’s a singular "perfect post" that will universally work for all brands or individuals at all times. Rather, I propose that each brand and every person has their own version of a "perfect post", one that is intricately aligned with the exact moment in time when it is posted, beautifully reflecting their current position, audience, and objectives.
However ideal this idea may seem, to be one of the few brands or individuals who venture beyond the norm and uncover the truth of this hypothesis requires a willingness to deviate from the standard practices that dominate the social media landscape. The conventional scattershot approach—where social media managers are often compelled to churn out content in the hope that, by the end of the month, vanity metrics like likes, shares, and follows will show an increase compared to the last period—is a method dictated by necessity rather than strategy. Businesses demand it, and managers must comply, driven by the need to see the usual suspects of impressions, likes, and engagement the green -because surely that is what must best indicate success and profound impact in today's overwhelmingly noisy digital world?
The fundamental problem with this approach is that it prioritises quantity over quality, focusing on volume rather than the impact or relevance of the content. This method, while necessary for gathering enough data to establish a baseline for any valuable measurement, often lacks a true and deep understanding of not only the best use of social media but also the underlying essence of your customer or audience’s needs—the very factors that truly make content successful. It’s directly comparable to firing shots in the dark, hoping that something, anything, will hit the target and magically compel everyone to buy your products or consume your service.
But what if there was a way to bring more precision to our efforts? What if we could move beyond the scattergun approach and instead employ a methodology that truly combines creativity with data-driven insights? This would allow us to build a robust foundation of understanding—one that delves into what genuinely drives success for a brand.
By shifting our focus from merely hitting targets to understanding the mechanisms behind each shot, we can begin to identify the elements that truly resonate most deeply with our audience. This means analysing not just what content works, but why it works, and how it aligns with the broader goals of the brand or individual.
This approach requires bravery and a willingness to experiment, to step away from the safety net of tried-and-tested formulas (which are far from perfect) and to explore new territories where creativity and data intersect. It’s about understanding that the "perfect post" isn’t a one-size-fits-all solution, but a dynamic, evolving expression that must be tailored to the specific circumstances of the moment—whether that be the state of the world, the shifting desires of an audience, or the unique voice of the brand itself.
In essence, the pursuit of the "perfect post" is not about finding a magic formula that guarantees success every time, but about developing a nuanced understanding of what success means for your brand at this particular point in time. It’s about using that understanding to craft content that not only meets the demands of the moment but also resonates on a deeper, more meaningful level with your audience.
A Data-Driven Process: Understanding the Variables
The foundation of both my “Method to Madness” process and my "perfect post" hypothesis is rooted in the understanding that effectively navigating the complex world of social media requires a combination of creativity and data-driven insights. Success on social media isn't merely about luck riding the coattails of the last viral trend. It’s more aligned with the principles of compound interest in banking, where consistent, strategic actions over a long period of time can yield exponential results. Just as with financial growth, it involves the conscious sacrifice of what isn’t working such as cutting out the unhealthy takeaways (non-stop promotional posts and flash sales) that impact your long-term savings and health (customer retention and brand equity) and recognising the impact of certain variables on the path toward achieving your larger goals.
By analysing and optimising these variables, we can move from a trial-and-error approach to a more deliberate, strategic method. Below, I’ve listed just a handful of some of the most critical variables that many of us in stand social media practice already consider on a surface level. Whilst I could go incredibly granular on each of these and also add many more it’s important to remember that the more granular I get here the harder the concept becomes to both understand and measure effectively:
Time of Day: The timing of a post can significantly influence its performance. Depending on your audience’s demographics and behaviour, the optimal posting time might differ. For example, a post aimed at working professionals might perform better during lunchtime or in the evening, while a post targeting a younger audience could do well late at night.
Caption Length: Different audiences engage with different types of captions. Some prefer short, punchy statements that grab attention quickly, while others might be more inclined to engage with longer, narrative-style captions that tell a story or provide in-depth information.
Colour Schemes: Colours are powerful tools in content creation. They evoke emotions, set the tone, and can even drive specific behaviours. For instance, certain colours are known to increase click-through rates or encourage sharing, while others may convey trust, urgency, or calmness.
Font Choices: Just like colours, fonts can convey a wide range of tones and personalities. A bold, playful font might attract a younger, more dynamic audience, while a clean, professional font might resonate more with a corporate demographic.
Content Pillars: These are the main themes or topics around which your content revolves. Whether it’s educational, inspirational, promotional, or entertaining, the type of content you create can significantly affect its reach and resonance. The key is to understand what type of content your audience craves and how it aligns with your brand’s message.
Hashtags: The strategic use of hashtags can expand your reach and connect you with a broader audience. However, not all hashtags are created equal. The perfect combination often involves a mix of popular, widely used hashtags and niche, industry-specific ones that speak directly to your target audience.
To visually represent and inspect how these variables interact, I recommend using a multiple scatter plot matrix. This model isn’t provided in any social media management tool I have ever used, but it offers incredible value in illustrating the relationships between multiple variables. In practice, this approach would allow you to measure the variables more closely and examine new dynamics, such as the colour schemes used in graphics and their relationship to font choices (size, colour, etc.) and their direct impact on engagement metrics, revealing which design elements resonate most with your audience.
Incorporating these variables into a comprehensive analysis provides a deeper understanding of what truly drives the success of individual posts—insights that are often overlooked not just by most social media management systems but also by most brands and businesses. This data-driven approach not only enables the continuous refinement of your content strategy, ensuring each post is optimised for its intended audience but also offers a competitive advantage within your market due to it being a blind spot that is rarely addressed in standard practice by others.
In the fast-paced world of social media, the blend of creativity and data is not just advantageous—it’s essential. This approach transforms content creation from a guessing game into a strategic process, enabling you to craft posts that not only capture attention but also build meaningful connections with your audience. By mastering the art of measuring and optimising these variables through tools like scatterplots and regression analysis, you can set your brand apart in a crowded digital landscape, ensuring that your content consistently resonates with and engages your audience.
Implementing a Method to the Madness Model
This process extends far beyond merely identifying the perfect post; it’s about crafting a method to the madness that defines social media and then allowing this approach to influence every other marketing practice within your business. However, before addressing the broader macro picture, we must first focus on the foundational details—starting small, with the first step on the ladder that will eventually lead us to the top.
So, how do we begin to harness the chaotic forces that dominate not just the world of social media, but also the larger digital landscape? Many of you may feel excited, while others might resist when I say that the answer lies (in part) within numbers—specifically a data-informed approach tailored to your brand’s unique circumstances is the true secret to success. Here’s how to begin applying this method:
Start with a Baseline: The first step in bringing order to the chaos is to establish a baseline understanding of your current social media performance. This involves analysing your past content to determine what has worked and what hasn’t. Delve into key metrics such as engagement rates, click-through rates, and conversion rates. By identifying patterns in this data, you can create a foundation of insights that will inform your future strategy.
Experiment and Iterate: With your baseline established, the next step is to experiment with different content variables. This is where the process of discovery truly begins. Try posting at different times, using a variety of colours, fonts, and content pillars. Track how these variations impact engagement and adjust accordingly. This iterative process is crucial for refining your strategy and honing in on what resonates most with your audience. Remember, social media success often comes from continuous testing and learning rather than a one-time effort.
Combine Creativity with Data: While data is an essential tool for guiding your decisions, creativity is the element that can make your content truly stand out. Use the insights gleaned from your data to inform your creative choices, but don’t shy away from taking risks. Sometimes, the most effective posts are those that break the mould and capture attention in unexpected ways. By balancing data with creativity, you can develop content that not only performs well but also engages and excites your audience.
Build a Cohesive Strategy: As you identify what works best for your brand, it’s important to integrate these elements into a cohesive content strategy. This strategy should not only guide your content creation but also dictate your posting schedule, ensuring that every piece of content aligns with your overarching goals. A well-thought-out strategy provides structure, helping you to maintain consistency and coherence across your social media platforms.
Monitor, Measure, and Adapt: The social media landscape is anything but static; it evolves constantly. What works today might not work tomorrow, and a strategy that once delivered results may need to be adjusted. To stay ahead, you must continuously monitor your performance, measure the impact of your content, and be ready to adapt your strategy as needed. This ongoing cycle of assessment and adjustment is key to sustaining success and keeping your brand relevant in the fast-paced world of social media.
By implementing this method (many already do to some fashion), you begin the journey of moving away from the random, unfocused content creation that plagues many social media efforts. Instead, you start to adopt a strategic approach—one that is grounded in data, refined and supported by creativity, and driven by continuous improvement. This method to the madness process not only brings clarity and direction to your social media strategy but also positions your brand to effectively navigate and thrive in the ever-evolving digital landscape.
But how does this scale? How can we expand the idea of one "perfect post" to many? How can we truly change our level of impact and success? How do we continue to separate ourselves from all the surrounding noise?
Scaling the Concept: The Alchemy of the Perfect Week of Content
If we can hypothesise and craft the "perfect post" with such precision, then why stop there? The logical next step is to consider how this concept might be scaled in order to design the "perfect week" of content. Here, the hypothesis becomes even more ambitious. A single post is a singular event—a momentary ripple from a single stone thrown into water that creates a temporary connection with your audience—but a week’s worth of content presents an opportunity to create something much greater: a rhythm, a narrative flow, a sustained engagement that resonates over time. Imagine each post as a singular instrument within an orchestra; a carefully conducted week of content/instruments could compose a symphony that keeps your audience engaged and emotionally connected from Monday through Sunday and beyond.
However, as the scope expands, so too does the complexity. Crafting a single post involves controlling a few variables in isolation, but a week of content introduces a different level of orchestration. The elements that worked for one post must now be harmonised and balanced across multiple days. This is where the hypothesis deepens—can we take the alchemy of the "perfect post" and blend it into a consistent yet dynamic week-long experience?
What if the rhythm of a week’s content could be as predictable as it is compelling? For instance, you might hypothesise that starting the week with educational content, when audiences are often in a learning mindset, sets the stage effectively. As the week progresses, the content might shift to promotional messages midweek, tapping into the audience’s growing anticipation for the weekend. Finally, as the week winds down, perhaps inspirational or entertaining content could provide the perfect closure, offering a mental break as the audience prepares for their weekend.
This is what most social media managers do as standard practice—they create content pillars and structure a framework around ideas. Some even measure the success of each pillar over several weeks. However, very few consider the relationship between each pillar and whether there is a perfect sequence or any relationship between them and their distribution. If each post theme/pillar were a song in a playlist, it wouldn’t make sense to play the same track on repeat; people would get bored—you’d be a one-hit-wonder. But what if you followed up that song with another that complements it? Does this create better engagement? Does alternating between a fast-paced track and a mellow one keep the audience more engaged? Or perhaps a sequence of an upbeat song, followed by something slower, then an instrumental, and back to upbeat might work best—and what does this playlist look like the week after? Does it stay the same? Probability suggests it would likely need to be edited and refined again.
Therefore, the challenge doesn’t lie just in the sequence but in the interactions between these posts. The content must not only stand alone but also support and enhance the posts that come before and after it. It’s like crafting a narrative arc, where each piece builds on the last, leading your audience through a carefully considered journey.
To hypothesise the "perfect week", you must consider more than just the sum of individual posts. The interplay of timing, tone, and content themes/pillars must be carefully balanced to maintain engagement without overwhelming or boring the audience. For instance, if Tuesday’s post introduces a new idea, Wednesday’s content might expand on it, while Thursday’s post could challenge it or offer a contrasting perspective, creating a dynamic flow that keeps the audience thinking and interacting.
In this context, data and creativity are not just useful—they become essential partners. Data provides the framework, the structure within which creativity can flourish. It tells you the rules and the boundaries—when your audience is most active, what types of content they engage with, and how long their attention holds. But creativity is what fills and colours that framework beautifully with meaning—something that cannot be fully understood by numbers alone. This is the method that truly transforms data into stories, into content that not only temporarily resonates on a deeper level but is also remembered for days, weeks, and months beyond.
So, the hypothesis grows: Can we craft a week’s worth of content that not only keeps the audience engaged but builds a narrative they want to follow? Can we predict the ebbs and flows of audience engagement throughout the week and align our content strategy accordingly? And if we succeed in doing so, could this rhythm be the key to deeper, more meaningful connections with our audience?
Scaling the concept to a "perfect week" of content requires us to think beyond individual posts and consider the broader narrative arc we are creating. It’s about using the interplay of data and creativity to not just capture attention momentarily, but to sustain it, build anticipation and curiosity, and create a journey that feels both seamless and surprising. The true power of a well-orchestrated week of content lies in its ability to build a connection that feels personal, meaningful, and lasting—transforming your social media presence from a series of isolated interactions into a continuous, resonant experience.
Extending the Hypothesis: The Perfect Month of Content
If we can hypothesise a "perfect week", the natural progression is to extend this concept to encompass a "perfect month". This is where the hypothesis truly scales, evolving from the rhythmic flow of a single week into a sweeping, long-term narrative that unfolds over a month. Crafting the "perfect month" of content is comparable to creating an experience as immersive and captivating as listening to a song you never want to end or reading a story so compelling that you can’t put it down. It’s about drawing your audience into a narrative that not only holds their attention but allows them to ride the emotional waves as their story intertwines with yours.
What might a "perfect month" look like in practice? Imagine it as an expertly plotted television series, with each week representing a different episode that contributes to the overall season arc. The month could begin with content designed to build awareness—like a pilot episode that introduces the main characters and themes, drawing your audience into the unfolding story.
As the weeks progress, the content deepens and evolves, much like the middle episodes of a series where the plot thickens, characters develop, and the viewer becomes more emotionally invested. Each piece of content adds layers of intrigue, gradually revealing more of the story and keeping your audience hooked.
This journey might culminate in a climactic finale—akin to a season finale—where all the plotlines converge, leading to a powerful call to action or strategic promotion that coincides with the peak of your audience’s engagement. This is where all the narrative threads are tied together, leaving a lasting impact that stays with the audience, much like a memorable final episode. The key to this structure is not just in the consistency but in the careful balance between setting expectations and delivering surprises, ensuring that your audience remains engaged, intrigued, and eagerly anticipating what comes next throughout the entire month.
Each week within this month should serve as a unique episode within the larger season, where on a macro scale, each individual post acts as a scene that pushes the story forward. But unlike the "perfect week", where the focus might be on maintaining a consistent tone or theme, the "perfect month" offers the opportunity to develop a more intricate and layered narrative. This is where the hypothesis extends—can we not only sustain engagement over a longer period but also deepen it, creating a binge-worthy experience that our audience doesn’t want to end?
Creating this month-long experience requires more than just a well-planned content calendar; it demands a deep understanding of the ebb and flow of your audience’s attention. This is where data becomes your guide and best friend. Learning to read the relationship between daily posts and weekly content begins to provide intricate insights into when your audience is most engaged and when they might need a surprise to keep them hooked. However, knowing how your audience is feeling and how they are engaging through data allows creativity to fill this framework with life, crafting new but measured stories, visuals, and messages that resonate on a deeper level.
For instance, data might reveal that engagement typically dips around the middle of the month—a common pattern as the initial excitement wanes and standard content pillars become dry. Rather than letting this lull disrupt your narrative, you could introduce a surprise element at this point. This doesn’t have to be what I refer to as a short-term manipulation, such as a flash sale or an unexpected giveaway, which is just a reactionary measure to boost engagement temporarily, often leading to people who are only incentivised by price and thus diminishing your brand value. Sometimes it can be as simple as experimenting with a particularly engaging piece of content that aligns with the current sentiment of your audience, which you have discovered through measurement of your competitors or, even better, transforming what is working in another sector and making it your own. This is where the art of combining data and creativity shines: data tells you when to act, but creativity determines how to elevate the experience.
The goal of the perfect month is to make your audience feel like they are part of something bigger, a story that they are not just witnessing but living. It’s about making them feel that your brand’s journey is their journey too, allowing them to ride the emotional highs and lows as if they were characters (and often the hero) in your story. By doing so, you create a sense of belonging, a connection that goes beyond mere engagement to forge a deeper bond.
In this way, a "perfect month" of content isn’t just about sustaining attention; it’s about creating a lasting impression that lingers even after the final post has been shared. It’s like a song that plays on in your mind long after it’s finished, or a story that stays with you, making you need more. Your audience shouldn’t just consume your content mindlessly, grazing on it like cows in a field. It also should not be filled with promotions that diminish the value of your brand. Your approach should be authentic, measured, and optimised, causing your audience to feel it, and experience it on such a deep level that they want to continue the journey with you.
Ultimately, the "perfect month" is about crafting a narrative so compelling that your audience doesn’t want it to end. It’s about building a world where their stories and yours become intertwined, creating a shared experience that resonates deeply and keeps them coming back for more. This is the power of a well-executed, data-informed, and creatively driven content strategy—one that doesn’t just tell a story but creates an unforgettable experience.
Engineering Success: Is It Possible?
As our understanding deepens, a fundamental question naturally arises: Can we truly engineer success on social media? If we can design the "perfect post", craft the "perfect week", or even orchestrate the "perfect month", does that mean we can consistently predict and replicate success?
The answer lies in the delicate balance between what can be measured and what cannot. Data is undeniably powerful—it provides the tools to predict patterns, understand past successes, and make informed decisions for the future. It allows us to create frameworks that increase the likelihood of success. However, data alone cannot account for the nuances that make each post, each week, and each month truly unique. This is where the magic of creativity enters the equation.
Creativity, however, does not exist in isolation. To truly harness its potential, it must be blended with insights drawn from psychology, behavioural science, economics, marketing, and data science. These disciplines provide the foundational understanding of human behaviour—how people think, feel, and make decisions—which is critical to crafting content that resonates on a deeper level. By understanding these psychological and behavioural drivers, we can tailor our strategies to align with the underlying motivations of our audience.
Social media success isn’t just about hitting the right metrics; it’s about connecting with people on an emotional level, sparking conversations, and creating moments that linger long after the content has been consumed. Virality and vanity metrics are often seen as the ultimate marker of success and are as much about timing and resonance as it is about strategy. A post might tick all the right boxes and still fall flat if it doesn’t connect on a human level. Conversely, a post that breaks all conventional rules might go viral because it captures a fleeting moment or emotion that no data could predict. This unpredictability is where the true power of social media lies.
The landscape of digital strategy is evolving, and with it, the need for a more nuanced approach. The most successful brands today are those that go beyond chaotic, scattershot content distribution. They blend the precision of data with the artistry of creativity, transforming social media from a mere tool into a vibrant extension of a brand’s identity. In this space, every post, every interaction becomes a reflection of the company’s core values and vision.
A new world where data and creativity not only coexist but amplify each other is coming (if it isn't already here). Data will provide the insights, revealing what resonates with audiences, while creativity will breathe life into those insights, crafting content that captivates and connects on a deeper level. This synergy is the new frontier of digital strategy—where understanding human behaviour and leveraging cutting-edge technology converge to create something truly transformative.
For those who master this approach, the rewards are immense. By seamlessly integrating data-driven insights with creative execution, companies can rise above the noise, setting new standards in their industries. These brands don’t just engage—they resonate. They don’t just communicate—they connect. In a world overwhelmed with content, this ability to forge genuine connections will define the leaders of tomorrow.
Looking ahead, it’s clear that the future belongs to those who can weave the art of storytelling with the science of data. These are the brands that will create not just content, but experiences—rich, engaging, and unforgettable. They will redefine what’s possible in marketing and branding, crafting a symphony of engagement that echoes far beyond the digital world.
In the end, the true power of social media lies not in the tools we use, but in the stories we tell and the connections we cultivate. Success is not merely engineered—it is crafted, nurtured, and brought to life through a harmonious blend of data and creativity.
“In the end, it is the ability to see connections between seemingly unrelated things that defines true creativity.”
— Douglas Hofstadter
Comentários