Social Media

How to build a 2023 social media strategy that will bring in sales

- December 20, 2022 3 MIN READ


It’s always a good idea to pre-plan all of your social media content around key dates or events that your target audience would be interested in, writes Amani Youssef, founder of So Social.

Create engaging Reels and graphics that will announce sales or work with the event themes. If you don’t run promotions often and you are a service-based business, you will want to ensure that you are using the events as part of your key messaging. For example, wishing your audience a happy Easter on the relevant date.

How to create a 2023 social strategy that is timely and on-brand

Influencer marketing guidelines should be specific

Research relevant key dates that align with your audience and business

Some of the key dates for 2023 (see below) might not work for your business or brand, so it is important to research all the events and ensure that your target market would appreciate your theme or content around these dates.

Check back on your 2022 content, and look at what worked best for you in terms of engagement – do more of it in 2023! If you want to know how to access your insights on Instagram to check what has worked best for you in 2022, follow the below steps:

  1. Go to your profile.
  2. Tap the Insights button.
  3. You can also go to the upper right corner, and tap Insights.
  4. Tap the metrics under the Overview section for a more detailed breakdown of specific content you’ve shared.

Get your content calendar organised

Create your key messages/promotions/copy for each of the events. Doing this in advance will ensure that your content is precise.

Keep in mind the Instagram audience doesn’t love reading for hours; your key messaging needs to be precise and quick to hook the user! Open-ended questions are a great conversation starter. And remember, dollar value promotions such as ‘50% off’ or ‘$100 off’ work best for social media.

Two young women creating fashion social media or TikTok video

Capture photo and video content that reflects your brand, key messaging and event

Ensure that you use trending sounds or sounds that work with the event theme. For example, for Mother’s Day you will want to use a soft, feminine sounds.

Reels are the most important piece of content for both Instagram and Facebook at the moment, so you will want to ensure that you are creating video content – shot in portrait and not landscape – on your phone.

To create a Reel from the Instagram home screen, tap the + button on the top right, then scroll to the Reels tab at the bottom of the screen.

The editing process

Ensure that your edits and the visual theme of your content work well with your brand as well as on your Instagram grid. You want content for different events and key dates to still flow well with your everyday content – and not look like content that is for a completely different brand.

Look closely at colours, fonts and sounds and ensure that everything that you are editing or creating follows your brand guidelines. If you don’t have a brand guideline for social media – it is important to start to develop one.

Below are general inclusions and things to think about when it comes to brand guidelines:

  • Tone of voice: how the brand uses language and emotion.
  • Typography: font styles, sizes, and spacing.
  • Logos: full logos, secondary logos, and icons.
  • Colour palette: primary and secondary colours.
  • Other imagery: photos, illustrations, and artwork.

Save the Date card

Key social media calendar dates for 2023

It’s time to get out your calendars! Here are some key dates that you need to prepare content for in the first half of 2023:

  • January 1 – New Year’s Day
  • January 22 – Chinese New Year
  • January 26 – Australia Day
  • February 14 – Valentine’s Day
  • February 17 – Mardi Gras
  • March – March Madness Sales
  • March 8 – International Women’s Day
  • March 17 – St Patrick’s Day
  • April 1 – April Fools Day
  • April 7 – Good Friday
  • April 9 – Easter Sunday
  • April 10 – Easter Monday
  • April 22 – Earth Day
  • April 25 – Anzac Day
  • May 14 – Mother’s Day
  • June – EOFY sales
  • June 16 to 24 – Click Frenzy

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Now read this:

5 lessons I’ve learned from social media this year and how to apply them in 2023