The Essential Social Media Starter Guide

April 30, 2020 - Reading Time: 3 minutes

Now that Covid-19 has forced us all online, some of us may be finding ourselves face-to-face with social media for the first time. If you’re at a loss for content to post, you’re in luck because we’ve put together an essential guide for newbies. If you’re a social media veteran, take this as a refresher. It can’t hurt to remind ourselves of the basics every now and then.

Here’s a basic guide to content creation on social media.

1. Come up with a content plan

Before you start uploading anything, it’s best to have a plan on what sort of content you would like on your social media page. Think about what you want your social media page to do for your business. Is it a platform to showcase your products? A means for you to share behind-the-scenes content? All of the above? Once you’re clear on your goal, it will be easier for you to come up with content pillars.

Content pillars are like overarching categories for your content. Some of them can be more sales-driven than others. For example, you could have one pillar dedicated to highlighting new products and another about providing tips or hacks relating to your industry. These pillars are extremely useful because they guide you along your thinking process as you brainstorm ideas for new content.

2. Adhere to brand guidelines

Once you’ve decided on your content pillars, you can move on to figuring out the nitty-gritty. Everything you post on your business’ social media page is branded content, therefore everything needs to adhere to branding guidelines and accurately reflect your brand personality. That includes visual style and tone of voice.

Check out Tolido’s Espresso Nook on Instagram. Notice how their visual style is kept consistent throughout their page, whether it’s a product shot or otherwise. The rustic vibe of the café always comes through.


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Wishing all of you a blessed Christmas! We’re open today 9am – 5pm, last order at 4:30pm. Walk ins only 🙂

A post shared by Tolido’s Espresso Nook (@tolidosnook) on


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The weekend can’t get any sweeter than this✨

A post shared by Tolido’s Espresso Nook (@tolidosnook) on

Another great example: Scoot airlines.

You know what they say: inside jokes and embarrassing photos wait for no one 🤪 That’s why we fly with Wi-Fi! ✈️ So…

Posted by FlyScoot on Friday, 11 October 2019

Everyone else has gone off on holiday but you've got tons of work? 🤷😩 It’s not too late to fit in a quick year-end…

Posted by FlyScoot on Wednesday, 24 October 2018

An all-rounded vacation in Perth? 😍 Kickstart your holidays in Perth by exploring the CBD – from beautiful graffiti…

Posted by FlyScoot on Tuesday, 23 October 2018


Judging by the tone of voice, it is clear the Scoot’s brand personality is one that is fun and friendly. Their yellow brand colour also features heavily in their posts, giving their page a consistent look. It also helps customers associate that particular yellow with the brand.

3. Make shareable content

Great content is content that people feel compelled to share. When people share your content, it helps create awareness for your brand and products.

Content is shareable when it’s relevant to your target audience and strikes a chord with them. How do you know what will resonate? Tap into your market research. Think about your customer base. What are the similarities between all your customers? Are they of a certain age? Do they have certain interests? Use this knowledge to craft content that will interest them.

One way to create shareable content is to make a reference to a hot topic. However, make sure to do so only if it fits your brand image and only when it is appropriate.

We hope this guide has been useful for all the social media newbies out there! Social media can be overwhelming when you’re just starting out but, when used appropriately, it can do real wonders for your business. If you want to read more about social media or marketing, check out the other articles on this blog. If you’re looking for expert help, you know who to call!


tentree: How to Run a Successful Instagram Campaign

April 9, 2020 - Reading Time: 3 minutes

Digital campaigns have taken on a new importance in the current COVID-19 climate. With social distancing measures and lockdowns, organising any on-site event is proving to be difficult (not to mention irresponsible). Going digital is the only way for businesses to stay connected with consumers. If you don’t know how to run an Instagram campaign, time to learn from one of the best.

tentree, a Canadian clothing brand that plants trees for every product sold, ran an incredibly successful tree-planting Instagram campaign last year. Dubbed “The Most Sustainable Post”, tentree used Instagram to encourage people to support their tree-planting initiative through likes.


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The World’s Most Sustainable Post ♻️ ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ 5m likes – 500k trees ✔️ 20m likes – 1m trees ⏳ 50m likes – 🔒 100m likes – 🔒 ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ Join our mission to make the most sustainable post on the planet. Thank you to the millions of people who have lifted their fingers to start a movement to plant more trees. Together, we will be planting 500,000 trees in Indonesia as a result of you liking this post. ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ But we’re not stopping here. As the number of likes on this post grows, we will unlock a new level of sustainability and plant even more trees around the world! 🌲🌎 ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀

A post shared by tentree (@tentree) on

The post now has over 15 million likes and increased the traffic to their U.S. site by 200%. Last year, it was the 5th most-liked post on Instagram.

Want to learn how to run a successful campaign? Take a leaf from tentree’s book.

1. Keep things simple, Encourage interaction

The key to getting audience participation is to make it easy for them to do so. Keep the process as simple as possible, and provide them with an incentive to take part. In tentree’s case, all Instagram users needed to do was double tap their phone screens to like their post. For every 10 likes the post garnered, tentree would work with Eden Reforestation Projects to plant a tree. The idea was to accumulate as many likes as possible so that they could plant as many trees as possible. Now, think of it from an Instagram user’s point of view, if you could do good just by the simple act of liking a post, wouldn’t you participate?

2. Make your content shareable

One of the main goals of any campaign is to get people to notice your brand – the more the merrier. Besides forking out money to buy ad space, another way you could get your content viral is to make it shareable. For content to be shareable, you’ll need two things – nice visuals and an in-depth knowledge of user behaviour.

tentree’s typography-led visual immediately catches the eye and relays its message.

Via tentree

Apart from posting on their own timeline, tentree also used Instagram Story to reach out to followers.  Recognising that users may have highly-curated feeds they didn’t want to disrupt, tentree encouraged users to share their post to Stories instead. The result was thousands of shares, which helped it to go viral and amass a massive number of likes.

3. Amplify with influencers and other media outlets

tentree also worked with influencers in nature, photography and outdoor fields to raise awareness for the campaign. Press kits were sent before the campaign kicked off, and influencers were encouraged to share the post once it went live.

You can always use other media outlets to spread the word about your online campaign. Apart from influencers, tentree also sent biodegradable press kits to reporters detailing their campaign. They encouraged these reporters to write about what they were doing, to help the campaign gain traction.

Last but not least, enlist your fans to help spread the word. tentree sent messages to their ambassadors before the launch, hinting that something big was coming. This created hype and anticipation amongst their fans. They also provided them with tips and tricks on how they could help them get the word out.

The takeaway: even though your campaign might be digital, you can still use other offline platforms to help amplify your message and raise awareness.

The next time you’re organising a digital campaign, keep these three lessons in mind. For more information about tentree’s Most Sustainable Post campaign, you can read this article on Buffer and listen to the podcast.