Posting consistently is not a strategy.
Social stopped being a broadcast channel some time ago. It is now where a large share of your buyers search, where they check whether you are any good, and increasingly where they buy — and none of that is won by turning up five times a week with nothing to say.
Reach is rented. A creator’s trust is borrowed. Only the audience you build is yours.
Three things have changed the job in the last few years, and a social plan that ignores any of them is a plan for 2019. Short-form video became the default unit — TikTok, Reels and Shorts — and it is distributed by interest rather than by follower count, which means a new account can outperform a large one and a large one can post to nobody.
Social also became a search engine. A meaningful share of under-35s look for a restaurant, a supplier or a service on TikTok or Instagram before they open Google, and what they find is your content and other people’s comments about you rather than your website. That makes discoverability on social an SEO problem as much as a creative one, and we treat it as one.
And the most efficient reach on the platform is no longer yours — it belongs to creators. Influencer and UGC partnerships now sit somewhere between media buying and content production: the right nano or micro creator will outperform a celebrity per pound spent, and their best-performing post can be run as a paid ad from their handle, which is usually the cheapest qualified traffic available to a brand today.
We run all of it as one thing, because it is one thing. Organic tells you what resonates, creators extend it to audiences you cannot reach yourself, and paid puts weight behind whichever of the two has already earned it.
What you end up with
Found where people now search
Content and profiles built to surface in TikTok and Instagram search, not just in a follower’s feed — which is where a growing share of discovery actually happens.
Creator reach you can keep
Partnerships negotiated with usage rights, so a post that performs becomes a paid ad you own the use of rather than a spend that ends when the post scrolls away.
Content built for the platform
Produced natively rather than one asset cropped four ways, which is still the single biggest driver of whether it performs.
Community, not just reach
Daily replies and conversation — the unglamorous work that turns an audience into customers, and the part almost every competitor skips.
“We hit a home run with Neige. After having worked with multiple digital marketing and social media agencies, we have finally landed on a winner and hit a home run with Neige Marketing. They understand authentic social media strategies that drive qualified traffic to our website, reduce conversion cost and increase revenue per visitor.”
What's involved in social and influencer marketing?
- Channel Strategy
- Short-Form Video (TikTok, Reels, Shorts)
- Social Search Optimisation
- Creative Production
- Content Calendars
- Influencer & Creator Partnerships
- UGC Production
- Creator Whitelisting & Spark Ads
- Community Management
- Social Listening
- Social Commerce & Shops
- Employee & Founder-Led Content
- Paid Amplification
- Reporting & Incrementality
How we run social
- 01
Positioning
What you are actually for, in a voice that sounds like you and survives contact with a comments section. Then the two or three platforms your buyers genuinely use — not all seven.
- 02
Production
A reliable pipeline of short-form video and native content built per platform rather than one asset cropped four ways, and enough of it that the algorithm has something to choose between.
- 03
Creators
We find, vet and brief creators whose audience overlaps yours, on terms that make sense — including usage rights, so a post that works can be run as an ad rather than disappearing in 24 hours.
- 04
Community
Daily activity, real replies, and the unglamorous work that turns an audience into customers. This is also where most social search visibility is actually earned.
- 05
Amplify
Put budget behind what already earned attention organically or through a creator — the cheapest performance media you will ever buy, because the creative has already been proven for free.
Questions people ask us
If yours isn’t here, ask us directly — we’ll give you a straight answer, including when the answer is that we’re not the right fit.
Do we need to be on TikTok?
Only if your buyers are, and for a growing number of sectors they are — including B2B ones that assumed otherwise. What matters more than the logo is the format: short-form video is now the unit of attention on every platform, so the production capability you build for TikTok serves Reels and Shorts too.
How does influencer marketing actually work, and what does it cost?
It ranges from gifted product to five-figure fees, and the middle of that range is usually where the return is. We tend to start with several nano and micro creators rather than one large name, because the engagement is better, the cost per result is far lower and you learn what messaging works before committing budget. We always negotiate paid usage rights, which is what turns a one-day post into an ad you can run.
How do you pick creators, and how do you know they are real?
We vet audience quality before we vet follower count — where their audience actually is, engagement patterns that look human, and previous brand work that performed. Bought followers are easy to spot and we would rather lose a week checking than spend your budget reaching bots.
Which platforms should we be on?
Usually two, done properly. Spreading a small team across five produces generic output that performs badly everywhere. We pick based on where your customers actually are, and we will tell you to drop a channel you are currently maintaining out of habit.
How often should we post?
Consistency is a hygiene factor rather than a strategy. That said, short-form distribution rewards volume of attempts more than it used to, so the honest answer is: as often as you can while still being worth stopping for. We would rather build a production process that sustains three good things a week than promise daily and deliver filler.
How do you measure this, given so much of it is unattributable?
Platform metrics for creative decisions, and business metrics for budget decisions — branded search volume, direct traffic, and where possible a holdout or a geo test. Anyone who shows you last-click attribution for social and nothing else is showing you the part that flatters them.
Do you handle responses and complaints?
Yes, with agreed playbooks and escalation. Community management is where most of the commercial value in social actually sits, and it is the first thing a stretched in-house team drops.
Ready to grow your social presence?
Book a free consultation and we'll show you what good looks like in your sector — including which of your current channels we would stop.
- A 30-minute call. No pitch deck.
- We audit what you have and tell you what we’d do first.
- You decide. No retainer, no lock-in, nothing to cancel.
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