PLANOLY is about making the lives of social media users easier by organizing their content. How do you strategize your feed and stories?
We use a simple Google doc to visualize the grid and how posts hang together with respect to visual diversity and content pillars (UGC, different products, laugh-out-loud content, and so on). Then we use Sprout to schedule and measure the effectiveness of our posts.
How far out do you plan your posts? Is your schedule pretty set in stone or does it move around a lot?
We generally plan a week ahead, but always with a flexible view in case we decide to pivot at the last minute. The news cycle, the cultural/social zeitgeist, and the weather, are among other reasons why we might divert from the schedule.
How have you positioned yourself on Instagram as a brand for all sexes?
Our influencer program includes a broad spectrum of people who identify in different ways, including LGBTQI folk. Within that are people of different backgrounds, races, and ethnicities with different types of interests, aesthetics, and personalities. While our customer base is naturally skewed toward those who are female and female-identifying, many fit elsewhere. Zits don’t discriminate, and neither do we.
Our brand exists at the juncture of beauty and tech and we try to weave elements of technical innovation into our storytelling wherever possible. This part of our DNA, together with our open and relatable storytelling using real voices, is something we feel most people are naturally captivated by, irrespective of who you are or how you identify.