Most calendars get written once and pushed everywhere, which is usually why they underperform on both platforms. A post that does fine on Instagram gets downvoted on Reddit for sounding like an ad.

I read what you're posting now, work out which of it is actually doing something for you, and build a calendar the person running your account can just follow.

What you get:

Platform audit, plus three competitors Positioning line and three or four content pillars Voice written separately for each platform, with sample lines Two or three recurring formats you keep running after I'm done A dated calendar with a pillar, format and written brief on every entry Posts written out in full for the number in your tier

The recurring formats matter more than people expect. A one-off post gets forgotten. A format people start looking for builds something.

Background: five years at McCann Worldgroup, Dentsu, Leo Burnett and Wavemaker, on Philips, Nestlé, PepsiCo and Air India. Then in-house as an Associate Creative Director leading a 20-person team.

What I need to start: your handles, and three posts you were happy with.

Two revision rounds included.