Ship a One-Page Social Strategy for a New Market Entry
Objective: Using the lesson's 5-step framework, write a complete one-page social strategy document for a company launching a new audience-facing sub-brand.
Lenskart is piloting a youth-focused eyewear sub-brand aimed at 18-24 year old college students, and no content has been made yet. You've been asked for the strategy doc before anyone opens a design tool.
Write the one-sentence audience definition, map it to 1-2 platforms using the demographic table, assign one goal per channel, and set a 12-week posting cadence with one success metric.
Before you start
What you'll need
Free path (everything below is enough to finish)
Free, fast for structured text sections that need to be shared with a team
Free tier includes a content calendar template suited to planning posts/week per platform
The process
3 steps
Step 01 of 03
The lesson's Step 1 requires a single written sentence: who exactly you're talking to. If you can't write that sentence, you're not ready to pick a platform.
The brief says 'young people who like fashion.' Rewrite this into the one-sentence audience definition the framework requires.
Procedure
- Write one sentence naming age range, life stage, and one specific interest or behavior
- Test the sentence: could you use it to rule a platform in or out?
Weak: "Young people who like fashion." Strong: "College students aged 18-24 who follow campus fashion trends and buy eyewear as a style accessory, not just a vision correction need."
Healthy
The sentence is specific enough to immediately rule out platforms like LinkedIn or Facebook Groups.
Unhealthy
The sentence stays broad ('young people'), which fits almost every platform equally and provides no filter.
What this means
A vague audience sentence produces a vague platform choice. Specificity is the whole point of Step 1.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| Audience sentence could apply to any platform | Add a specific behavior or interest clause until at least one platform can be ruled out | 5 min |
Step 02 of 03
The lesson's Step 2 demographic table maps under-25 lifestyle audiences to TikTok, Instagram Reels, and YouTube Shorts, and visual products to Instagram and Pinterest.
Given the audience sentence (18-24, campus fashion, eyewear as style accessory), which 1-2 platforms does the demographic table point to?
Procedure
- Cross-reference the audience sentence against the lesson's demographic table
- Pick exactly 1-2 platforms with a stated reason each
Platform pick: Instagram Reels (under-25 + visual product) and TikTok (under-25 + lifestyle/entertainment) Reason: both platforms match age and the visual-product nature of eyewear-as-fashion.
Healthy
Exactly 1-2 platforms are chosen, each with a one-line reason tied to the audience sentence.
Unhealthy
Five platforms are listed 'just in case' with no reasoning tied back to the audience definition.
What this means
The lesson is explicit: two platforms done well beats five done inconsistently. The platform pick section should read like a decision, not a wishlist.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| Platform pick section lists more than 2 platforms | Cut to the 2 platforms with the clearest audience-sentence match and note the rest as 'not now' | 5 min |
Step 03 of 03
The lesson's Step 5 recommends 3 quality posts per week for 12 weeks over a burst of posts followed by silence, and Step 4 requires one goal and one metric per channel.
Write the final section: a 12-week cadence and the single metric that will decide whether this strategy worked.
Procedure
- Set a cadence of 3 posts/week per platform for 12 weeks
- Pick one measurable metric per platform (e.g. follower growth rate, Reel completion rate)
- Write a one-sentence 90-day success definition
Cadence: 3 Reels/week on Instagram, 3 posts/week on TikTok, for 12 weeks Metric: Instagram Reel completion rate; TikTok follower growth rate Success definition: 15% follower growth on TikTok and a 40%+ average Reel completion rate on Instagram by week 12.
Healthy
The cadence is specific (posts/week, per platform) and the metric is stated before any content is made.
Unhealthy
The doc says 'post consistently' with no number, and no metric is named until after the campaign starts.
What this means
A cadence and a metric written before content exists is what separates a strategy from a content calendar.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| No metric defined before launch | Add one metric per platform to the strategy doc before the first post goes live | 5 min |
Final deliverable
A one-page written social strategy: audience sentence, platform pick with reasons, one goal per channel, 12-week cadence, and one success metric per platform.
See a reference example
Duolingo sub-brand strategy doc (excerpt) Audience: "Gen Z language learners aged 16-22 who use short-form video daily and respond to absurdist humor." Platform pick: TikTok (under-25 + entertainment match) Goal: awareness via mascot-led comedic content Cadence: 4 posts/week for 12 weeks Metric: follower growth rate, target +20% by week 12
Success criteria
You're done when you can:
- Audience definition is one sentence and specific enough to rule a platform in or out
- Exactly 1-2 platforms chosen with a reason tied to the audience sentence
- Cadence and one metric per platform are both stated before content is made