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Social media marketing: the calendar, the formats, and what gets saved
Calendars, formats and the numbers behind reach. What decides whether a post gets saved rather than scrolled: the hook in the first line, the format each platform rewards, and a posting rhythm a small team can hold for a year without burning out.
14 articles
TikTok Content Strategy: Two Kinds of Video, Two Clocks
Ten days is all the time most TikTok videos get, and the report that judges them still treats every video the same. Some of your videos answer a question someone types into the app and keep arriving for months. Which kind did you make last week?
Martin H.Social mediaNov 4, 2026LinkedIn Content Strategy: The Algorithm Rewards the Comment, Not the Post
You publish every week and still feel invisible on LinkedIn. The distribution you are missing is sitting in other people's comment threads, and nobody put it on your calendar. Which twenty accounts would you borrow an audience from tomorrow?
Martin H.Social mediaOct 31, 2026Instagram Content Strategy: The Share of Your Feed That Decides Reach and Saves
There is a number hiding in your Instagram account that no dashboard shows you: the share of posts you give to each job. Get that share wrong and effort stops compounding. What would yours look like if you counted it?
Martin J.Social mediaOct 19, 2026UGC Creator: What Brands Are Actually Buying, and What It Should Cost
You have paid for creator videos without knowing which channels the usage window covered. The rights line is the one nobody audits, and it decides whether the file stays yours. So how much of that invoice was just permission to keep using it?
Martin J.Social mediaOct 16, 2026
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Hootsuite Pricing in 2026: What You Actually Pay Per Seat
You renewed Hootsuite on the seat price. The line that decides your bill is the social account count, and the sources disagree. Do you know which price is real?
Team AllAbleSocial mediaSep 30, 2026Buffer Review 2026: Is It the Best Social Media Tool for Small Teams?
Buffer looks affordable until you check what's missing from the basic plan. The free tier is generous. The ceiling most small teams hit is much lower than the pricing page suggests.
Martin J.Social mediaJun 15, 2026Social Media Marketing Strategy 2026: A Complete Step-by-Step Guide
Most social media strategies collapse in month three. Not because the content was bad. Because one step gets skipped — and it's the one that makes everything else sustainable.
Martin J.Social mediaJun 15, 2026Hootsuite Review 2026: Is It Worth $99–$739/Month? (Honest Take)
Hootsuite costs $99 a month for one user and ten profiles. In 2026, that's a serious commitment. Before you sign, it's worth knowing exactly what you're paying for — and what you're not.
Martin J.Social mediaJun 15, 2026
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