Beginner’s Guide to Building a Social Media Strategy That Actually Works

If you’re posting content just to keep up, hoping something will stick, you’re not alone. A lot of creatives start out this way; showing up on every platform, trying every trend, and burning out before they see results. The truth is, content needs direction. And that’s where strategy comes in.

Now, don’t panic. This isn’t about overplanning or making everything perfect. A strategy is simply a plan that helps you show up with purpose. It helps you move from “What should I post?” to “I know why I’m posting this.”

The first step is getting clear on your goal. What do you actually want your content to do for you? Do you want to grow your audience? Get more engagement? Book clients? Sell your digital products? You don’t need ten goals. Start with one. One clear intention is better than five scattered ones.

Next, choose the platforms that align with that goal and your energy. You don’t have to be everywhere. For example, Instagram is great for visuals and reels, LinkedIn is perfect for storytelling and professional growth, and TikTok is ideal for creative discovery and short-form value. Think about where your ideal audience is and where you enjoy showing up. Start with one or two platforms. That’s more than enough when you’re starting out.

From there, define your content pillars. These are the main themes you’ll rotate between. If you’re a social media manager, your pillars could include educational tips, behind-the-scenes content, client wins, personal reflections, and offers. This keeps your content focused and helps your audience understand what you're about. Planning becomes easier when you already know the categories you're pulling from.

Once your pillars are clear, you can start mapping out your week. Keep it simple. Maybe you post three times a week — one educational post, one personal story, and one offer. Or you might show up five times a week with a mix of reels, carousels, and stories. There’s no perfect formula. Just pick a rhythm that’s sustainable for you.

And finally — track what’s working. Your analytics will show you what’s resonating with your audience. You don’t need to obsess over the numbers, but take note of what gets saved, shared, or commented on. These insights help you adjust and grow without guessing.

A social media strategy doesn’t have to be complicated to be effective. It just has to make sense to you. With the right plan, the right tools, and the right mindset, you’ll start showing up with more clarity and confidence — not just content for content’s sake.

And if you’re not sure where to start, MIYA’s Strategy Template is already waiting for you. Simple. Structured. Designed for creatives like you.