Social Media Content Plan by Profession

Retail, makers, wellness, travel, education, B2B, franchises and regulated professions: our One Month of Content plans by industry, with the shared method, six complete plans and the essentials for thirteen more.

By Hadrien Bonato-Pape · Published on October 11, 2026 · Strategy

A social media content plan for your profession starts from the same method whether you run a bakery, coach clients or sell software: four or five content pillars, the dates your customers care about, a four-week calendar and captions you can adapt. This page collects our "One Month of Content" plans by industry: six complete plans, and for thirteen other professions, the essentials in a few lines (pillars, a sample week, one caption, what to measure).

Every plan in the series is built to be prepared ahead of time, in one sitting, then published through the month. That's the approach we lay out in our guide to automating social media without losing your voice. If you're looking for your line of work, jump straight to your industry. If it isn't listed, one section shows you how to adapt the closest plan.

Why a plan by profession instead of a list of ideas?

Lists of "100 post ideas" share one flaw: they ignore what you sell and how your customers decide. A florist sells on emotion and dates, a real estate agency sells on trust built over months, and a school sells a decision that can involve a whole family. The same behind-the-scenes post plays a different role in each of those businesses.

A plan built for your profession answers three questions a generic list skips:

• What does a customer need to know before buying from you? Your prices, lead times, process, hours and how to book. Each answer becomes a post.
• When do they decide? The night before for a restaurant, weeks ahead for a wedding, months ahead for a home sale. Your calendar follows from that.
• What looks good in your line of work? A maker's hands, a stylist's before-and-after, a café's morning light. Your formats follow from that.

The method behind every social media content plan, in six steps

All the plans in the series follow the same structure, and you can apply it to almost any business.

1. Pick four or five content pillars. A pillar is a recurring theme with a clear job: show your craft, reassure, inform, bring people in. Our guide to finding your content pillars walks through it.
2. Pick two or three platforms, not eight. Your main platform is the one where customers already look for you. The others get an adapted version of the same content.
3. List the dates that matter to your customers this month. Holidays, school breaks, seasons, back-to-school and the big moments in your industry. Our 2027 marketing calendar lists them month by month.
4. Fill a four-week calendar. Three posts a week is often enough, as long as you keep it up. The plans suggest days; you then match them to the times your followers are online.
5. Write all the captions at once. Each plan includes captions you can adapt. Producing the whole month in one session is the method in how to batch a month of content in one afternoon.
6. Measure, then keep what works. Every plan ends with the metrics to track. The details are in our guide to measuring what really works on social media.

Which complete plans are in the series?

Six professions have a complete plan, with a day-by-day calendar, written captions and a way to measure results. Restaurants also have a guide organized by context.

What should a retail business or maker post?

Local shops and product brands have one big advantage: what they sell photographs well. Their challenge is time, especially before the big dates. Hence three shared habits: prepare posts in advance, repeat the practical information (hours, preorders, deadlines) and show the real product, never a generated image that doesn't look like it. For a fashion boutique during sale season, see a fashion shop during sale season; for days when ideas run dry, our 50 social media post ideas for a local business.

Bakery

The best shots happen before dawn, when nobody has a free hand, and December is both the busiest month and the one when customers need the most information (preorders, pickup windows, holiday closures). The product is everyday: without a fresh angle, posts start to repeat. The audience is local.

Pillars: the holiday bakes told as stories (the cross-section, the inside, the steps); the kitchen (4 a.m., feeding the starter, the first bake); the people, with their consent; the practical stuff (preorders, deadlines, holiday hours); the neighborhood and the celebrations your customers actually keep.

Sample week (December, three to four posts plus Stories): Monday, a design carousel for the preorder launch; Wednesday, a time-lapse of a cookie box being assembled; Friday, braided challah for the first night of Hanukkah (it begins at sundown on Friday, December 4, 2026); Saturday, a Story poll ("Pecan or apple?"). January is a good month for a new everyday loaf or a lighter pastry, then Valentine's Day and, for many bakeries, Super Bowl party trays in February.

One caption:

4:10 a.m. The oven is hot, the starter worked all night, and the first bake goes in. Nobody sees this hour, but it is what makes your 8 a.m. loaf. One week before Christmas, we start a little earlier still.

What to measure: preorders (ask "how did you hear about us this year?" when taking an order), direct messages ("any left for Saturday?"), saves and shares, taps for directions or calls. At the end of December, keep the two or three winning formats for January.

What to film yourself: loaves coming out of the oven, shaping, slicing a pie, the pastry case, the team. A phone on a stand during a bake and one morning of short vertical clips cover several weeks. You can generate information graphics (hours, preorder form, deadline), tips carousels, voiceover and captions; never a pie or loaf that doesn't look like what you sell. Your holiday hours also need to be current on Google: that's often where a customer checks whether you're open on December 26.

Online fashion brand

An online fashion brand has no storefront on the street: its social media is the storefront, the fitting room and the helpful salesperson. Customers can't touch anything, launches alternate with lulls, promo codes teach people to wait for the next sale, and many returns come from the wrong size.

Pillars: the product, worn (on different body types, in real life); fabric and making (what justifies your price); advice (size guide, color pairings, capsule wardrobe); behind the scenes (fabrics, failed prototypes, packing, the shoot); community (customer outfits shared with permission, DM questions turned into content).

Sample week: Monday, a "one linen shirt, three ways to wear it" carousel (Instagram, Pinterest); Wednesday, an honest try-on of the same piece in S, M and L (TikTok, Instagram); Friday, a "how to pick your size" design carousel; Sunday, three weekend outfits as Pinterest pins.

One caption:

Same shirt, three sizes, one person. The S is fitted at the shoulders, the M falls straight, the L is roomy and easy to knot. If you're between sizes, the guide is linked in our bio, or send us your measurements and we'll help.

What to measure: clicks to the product page and sales attributed to social, saves on styling carousels, DM questions about sizing, return reasons (if size-related returns drop after a month of try-ons, that's a concrete result), clicks from Pinterest over several months.

Build the month around a single shoot: a shot list before you start (each piece worn full-length, in motion, in a fabric close-up, paired with two other pieces), several body types if you can, vertical video shot alongside the photos, one folder per pillar as soon as the shoot ends. And never use a generated image that changes a garment's color, cut or drape: that's a direct path to returns.

Maker, artisan

Ceramics, jewelry, leather, wood: every piece has a story, and the hands that make it are fascinating to watch. The challenge: one pair of hands, one-off pieces that sell before they're photographed, a price to explain next to mass-produced goods, and sales concentrated on a few moments (a new batch going live, markets, open studios).

Pillars: the process (throwing, glazing, polishing, setting, firing); the piece and its story; behind the scenes and the failures (what makes the price make sense); use (the mug on a breakfast table, the ring being worn); the dates (a batch going live, markets, classes, custom orders).

Sample week: Monday, a forty-second video of a bowl taking shape from a lump of clay (Instagram, TikTok, YouTube Shorts); Wednesday, a "why a handmade bowl takes three weeks" design carousel; Friday, three breakfast tables as Pinterest pins; Saturday, a Story poll on the next glaze.

One caption:

This batch won't make it to the shop. Six pieces out of fourteen cracked while drying, because the studio was too warm that week. Here's what happened, and what I changed since. It's part of the craft, and it's also why a handmade piece doesn't cost what a factory one does.

What to measure: sales and messages the day of and the day after a batch goes live, from one batch to the next; saves on process videos; clicks to the shop; class sign-ups; and at markets, the people who say they follow you. For many makers, behind the scenes and failures build attachment, and batch launches turn it into sales.

Film while you work, post while you rest: keep a phone fixed near the bench or the wheel, hit record during work you'd do anyway, and take twenty minutes a week to pick the best bits and sort them by pillar. Never generate a piece that doesn't exist or change the color of a glaze: a maker's customers are buying authenticity.

What to post in health, fitness and wellness?

Coaches, practitioners, gyms and spas sell a transformation or a pause, and neither shows up in a photo. The plans in this group skip perfect bodies and motivational quotes and show the method, the atmosphere and results told honestly. The coach's complete plan is one month of social content for a fitness or wellness coach.

Spa, beauty salon

A spa sells an hour of calm and the certainty of being in good hands. You don't film a client mid-treatment without explicit consent, the questions ("do I have to undress?", "does it hurt?") hold back a first booking, and promising results is tricky: talk about sensations, method and consistency instead.

Pillars: the experience (arriving, the tea, the room, the light); treatments explained (who it's for, how long, step by step); skin and wellness tips, always general, never a diagnosis; the team; commercial highlights (gift cards, new treatments, open slots).

Sample week: Monday, a "from the front desk to the treatment room" carousel; Wednesday, a "60-minute facial explained in one minute" video with voice-over; Friday, newly opened weekend slots in a Story; Sunday, an evening routine as a Pinterest pin. The month can end with a gift card push ahead of the holiday that matters most to your clients.

One caption:

First massage? It's normal to have questions. Do you keep your underwear on, do you have to talk, what if you fall asleep? We've gathered the five questions we hear most, with simple answers. And if you have another one, send us a message and we'll answer before your appointment.

What to measure: bookings that come in by message or through your bio link, with the treatment requested; saves on explainer carousels; the questions you receive; gift card sales; last-minute slots filled after a Story.

One shoot a month, outside treatment hours: set up a room as you would for a client, lighting included, and film slow shots; film techniques on a willing colleague, tight on the hands; photograph products and gift cards in daylight; write down the questions you hear at the front desk for next month. No generated or retouched before-and-afters.

Gym

A gym is a place where people are working hard and sometimes self-conscious: you film there with rules, and you prepare for two sign-up peaks a year.

Pillars and share of the month (a starting point, to adjust after a month): coach expertise, about a third (a movement done right, a common mistake, a warm-up); club life, about a quarter (class schedule, equipment, events, hours); members, about a quarter (a member's journey, with written permission); welcoming beginners for the rest (the first session, the tour, the questions people don't dare ask).

Sample week (Tuesday, Thursday, Saturday, plus useful Stories: today's schedule, spots left, changes): Tuesday, a "squat in three checkpoints" video; Thursday, a class schedule carousel; Saturday, a talking-to-camera "what happens during your trial session."

One caption:

"I'm not in good enough shape to sign up." It's the sentence we hear most at the front desk. Our classes are built to adapt to every level. The four other questions people ask us, in slides.

What to measure: every trial session request, with "how did you hear about us?"; saves, shares and messages by pillar; keep the two best formats for next month.

Before filming in the gym: written permission from anyone recognizable, and a parent's consent for a minor; an announced filming slot at off-peak hours, framed on coaches, hands and equipment; no promised results and no before-and-afters. For music, TikTok says businesses must use its Commercial Music Library, around a million tracks cleared for commercial use, and a business account only sees those sounds.

The New Year and fall peaks: the same four-phase plan, prepared a month ahead. Ease doubts (early December or mid-August: a filmed tour, "your first session step by step," the quietest hours); announce a clear offer (late December or late August: what you get, at what price, until when, no hidden conditions); welcome (the first two weeks: daily Stories, a welcome post, technique videos); help people stick with it (late January and February, late September and October: a four-week challenge, progress told in words, group classes). In January the angle that works is "start, even small," and the trap is post-holiday guilt; in the fall, "find your spot in the week," and the trap is an offer lost among every other back-to-routine pitch. Check how strong each peak is in your own monthly sign-ups and on Google Trends, which shows relative seasonality in searches. If you back the peaks with ads, Meta's health and wellness ad policies strictly limit idealized before-and-afters and messages that create a negative self-image; our guide to Meta ads for beginners helps you run a first test. The key metric for the last phase: how many new members still come in a month later.

What should a hotel or travel agency post?

In travel, you sell a night somewhere else or a well-planned trip, and the decision often happens weeks ahead. The posts that drive bookings answer practical questions; the ones that make people dream work best when they show knowledge only you have.

Hotel, B&B

Pillars: the property and rooms (how the light changes through the day, shared spaces); moments from a stay (breakfast, arrival, the fire pit at night); the destination (hikes, farmers markets, local makers, rainy-day ideas); the people who host; booking with confidence (availability, check-in times, pets, parking, accessibility). The destination pillar is often the most useful: it serves travelers who pick a region first, and a "five hikes within twenty minutes" carousel gets saved far more than one more photo of a bed.

Sample week (three posts): Tuesday, a "things to do near us" carousel; Thursday, a post on availability for the next holiday weekend (fall getaways, Halloween weekend and early Thanksgiving bookings in the October to November plan); Saturday, a Reel of the breakfast table being set.

One caption:

Check-in from 4 p.m., check-out by 11 a.m. Pets welcome in two of our five rooms. Free parking out front. Any questions? Message us, we reply the same day.

What to measure: messages asking about availability or rates, clicks to your booking page, saves and shares, and "how did you hear about us?" asked at check-in. Compare pillars with each other.

If you'd rather not be on camera: a property can show almost everything without a face (a door opening, steam from the coffee, a hand setting down a key), filmed in batches, one morning a month. Guests appear on your account only with their written permission, and a review is shared only with its author's okay; Google (recent photos, check-in hours, replies to reviews) matters as much as a great post.

Travel agency

Everyone posts gorgeous beach shots. What clients come to an advisor for is someone who knows: the right season for a destination, the island that works best with toddlers, what to do when a connection gets canceled.

Pillars and share of the month: seasonal inspiration (about a quarter); expert advice on passports, seasons, packing, insurance (about a quarter); travelers' recaps and photos shared with permission (about a fifth); behind the scenes (about a fifth); offers and departures for the rest, never the majority.

Sample week (November): a "warm in February: 4 destinations and what the weather is really like then" carousel; an advice post on what to check before an international trip, pointing to official sources like travel.state.gov; an advisor walking through an itinerary she just built, with no personal details.

One caption:

The question we hear most in November: "My passport expires in five months, am I OK?" The answer: it depends on the country. Some require validity well beyond your return date. Check the country page on travel.state.gov before you book, or ask us and we'll check with you.

What to measure: quote requests arriving by message (they often do), clicks to your itineraries, saves on advice carousels.

Don't forget: some states regulate travel sellers; California, for example, requires sellers of travel to register with the Attorney General and to display the registration number on all advertising. If a creator promotes your trips in exchange for anything of value, the FTC's Disclosures 101 for Social Media Influencers explains how to disclose it. A published offer has to stay accurate: take down or edit a post when a departure sells out. Any weather or flight-time claim has to be true for the place you name.

Which plan for a school or training provider?

People choose a program slowly: it costs money, can mean a career change and often involves several people (the learner, their family, an employer, sometimes a funding body). The product is invisible; what shows is people, finished projects and life at the school. The calendar follows admissions: open days, deadlines, start dates.

Pillars: learners' projects, with their consent; alumni journeys told honestly; teaching (what a class looks like, who the instructors are); answers to doubts (funding, prerequisites, pace, online or in person), one question per post; the dates.

Sample week (Instagram for younger audiences, LinkedIn for adults and employers, Facebook for parents): Monday, a carousel of end-of-module projects; Tuesday, an alumna's career change on LinkedIn; Thursday, a short "what you really learn in week one" video; Saturday, a Story question box ("what's holding you back?").

One caption:

"Do you need to be able to draw to do graphic design?" It's the question we get most. Short answer: no. Drawing helps, but the job is mostly about layout, typography, color and understanding a brief. All of that can be learned.

What to measure: open day sign-ups with the stated source, brochure requests and applications, saves on carousels answering doubts, the questions you receive, and the change from one intake to the next.

Turn your teaching team into a content source: a monthly check-in with instructors to spot projects and people willing to share; a photo consent form signed at enrollment (and a parent's consent for minors); a shared folder per program; a running list of applicants' questions. No placement or pass rates without an official, current source, no promise of a job, no generated images of fake students.

What about a B2B company or a freelancer?

In B2B, the main platform is almost always LinkedIn, and the goal isn't broad awareness: it's being recognized by the small number of people who have the problem you solve. The complete plan is one month of LinkedIn content for a B2B SaaS startup; two more reads round it out, our LinkedIn guide to formats and what to post when you're hiring.

Freelancer

For a freelancer, the brand is you: a month of content is eight to twelve posts that prove how you work. Before posting, three settings: a services page on your profile (some advanced options are for paid subscriptions, as of October 2026), the Featured section where you pin your best cases, and a headline that says what you do and for whom ("Back-end developer for B2B SaaS," not "Passionate freelancer").

Pillars: the client case (you can solve a real problem); the method (you have a way of working); the common mistake (you see what others miss); an argued opinion about your field; the offer and behind the scenes (people can work with you, now).

Sample weeks (three posts, two when you're deep in a project): a useful introduction post (the problem you solve, for whom, an example), a method as a carousel, a common mistake. Then a full client case, a behind-the-scenes day, a question to your network; then an opinion, a resource, a lesson learned; and finally your offer, stated clearly, a client quote shared with permission and a month recap. If you need work now, move the offer post to week 2 and double the client cases.

Topics to adapt: "How we halved the load time of a back office" (client case), "My 5 questions before accepting a redesign project" (method), "The logo brief that guarantees three extra rounds of revisions" (common mistake), "Why I no longer bill audits by the day" (opinion), "Two slots open in November: here's what kind of project" (offer). Start with a situation rather than a lesson ("On Tuesday, a client asked me…"), add a detail only you know, one idea per post.

Which post for which goal: to be known for a specialty, methods and common mistakes, always on the same topic; to reassure a hesitant prospect, client cases and quotes with verifiable details; to trigger inquiries, the offer post, clear about availability; between projects, questions, behind the scenes and lessons. The freelancer's trap is posting when looking for clients and going quiet when busy.

What's specific to the job: freelancers often work under NDA. Name a client or show a mockup only with their written permission; otherwise anonymize ("an 80-person manufacturing company") and never post a screenshot with real data. Nuances: a consultant leans on methods and decision frameworks; a developer on technical problems explained in the client's language; a designer on the process and the reasons behind a choice, not just the final result. To keep the pace during a project, prepare the month in one session and schedule: LinkedIn lets you schedule a post between 10 minutes and 3 months ahead from your profile (service posts can't be scheduled).

How should a franchise organize its social media?

A franchise's challenge isn't finding something to say, it's speaking with one voice from ten, thirty or a hundred locations without smothering what brings customers in near them. The most common answer is hybrid: a central core prepared by the franchisor (campaigns, products, brand image) and local versions published by each location (team, neighborhood, events, reviews). Centralizing everything leaves customers with nothing about "their" location; leaving everything local produces altered logos and abandoned accounts.

The guidelines, who decides what: reserved for the franchisor, national prices, promotions, new products, statements on current events and crisis responses; open to each location, the team, behind the scenes, local events, neighborhood partners, special hours; needs approval, any local price, contest or paid partnership; banned everywhere, altered logos, off-brand colors and fonts, visuals without rights. The franchise agreement sets who owns the accounts, especially when it ends.

Sample week: two central posts a week, published on the national account and offered to locations, plus two local posts per location (for example a team photo with first names and specialties, and open slots in a Story). The franchisor posts next week's core on Thursday, and each location prepares its local posts on Friday.

A fill-in caption:

Meet [first name], at [brand] in [city or neighborhood] for [time]. Specialty: [specialty]. Stop by and say hi.

What to measure: each location against itself month over month, never against the others (a downtown spot and a mall location don't have the same audience or rhythm); local posts that do especially well become ideas for next month's central content.

The technical side: delegated access, never shared passwords (on Meta, a business portfolio owner can give a partner access to its assets); one Google Business Profile per location, with bulk verification available from 10 locations of the same business; consistent account names (the brand and the city). A local account only makes sense if it can be fed regularly: one active national account beats a string of abandoned local ones.

What precautions apply to regulated professions?

Three professions in the series have rules that change what you can write. What follows summarizes official sources read in October 2026; it isn't legal advice, and rules vary by state, so check with your regulator, your bar or a lawyer when in doubt.

Wine shop: alcohol marketing rules

Federal TTB wine advertising rules in 27 CFR 4.60 apply to producers, blenders, importers and wholesalers, and don't apply to a retailer unless it is also one of those. If you are in scope, TTB's Industry Circular 2024-1 treats social posts, pages and videos as advertising, with mandatory statements such as the responsible advertiser's name and address, and reposts can count too. State law covers the rest: tastings, giveaways, discounts, delivery. On the platforms, Meta lets retailers promote alcohol sold off Facebook and Instagram but restricts that content to adults 18 and over, its alcohol ad policy lists a minimum age of 21 in the United States, and TikTok requires explicit approval before paid creator partnerships in the alcohol category.

Pillars: the shop and new arrivals; producers and regions; factual advice (pairings, serving temperature); life at the shop (hours, gift boxes, tastings where your state allows them). Sample week: an "our shop in 5 aisles" carousel, a bottle of the week with region, grape, ABV and price, an unboxing Reel framed on hands and labels, a Story poll. One caption:

Bottle of the week. Willamette Valley Pinot Noir, 13% ABV. Ruby color, red cherry on the nose, bright finish. Small family winery outside Dundee. $24 in store this week. 21+ only.

Avoid: people drinking in a party setting, giveaways with alcohol as the prize before checking your state's rules and the platform's, partnerships with creators whose audience skews young, health or performance claims.

Law firm: professional conduct rules

Under the ABA Model Rules (each state adopts its own version): nothing false or misleading about you or your services, in any medium (Rule 7.1), and a truthful past result can still mislead if it suggests the same outcome for others; any communication names a responsible lawyer or firm with contact information, and "specialist" requires certification by an approved or ABA-accredited organization, named clearly (Rule 7.2); no live person-to-person solicitation when pecuniary gain is a significant motive (Rule 7.3); and no client information without informed consent (Rule 1.6). A social media username is a professional designation and must not mislead either.

Pillars: explain the law; answer common questions, rephrased generally; show the work without details that could identify a matter; bring the firm to life. Sample week (LinkedIn): Monday, at-will employment in 5 points as a carousel; Wednesday, "Can my employer read my work email?" as a text post; Friday, meet the partners. Before every post, six questions: does it show a responsible lawyer or firm with contact info? could it identify a client or a matter? did I use "specialist" without a named certification? does it make a comparison I can't substantiate? does it imply a guaranteed outcome? have I checked my state's version of the rules? "Here are your rights" is accurate; "we win our cases" sets unjustified expectations.

Beauty brand: product claims

The FDA's page Is It a Cosmetic, a Drug, or Both? (Or Is It Soap?) explains that a product's intended use decides whether it's a cosmetic or a drug, and that intended use can be established by claims on the label, in advertising, online or in other promotional materials: your captions and voiceovers count. Claims like restoring hair growth or reducing cellulite make a product a drug. In practice: keep proof of every claim, write "9 of 12 testers" instead of "everyone loves it" if that's what your test showed, stay with appearance wording ("leaves skin feeling soft," not "heals"), and use only real, comparable, unretouched before-and-afters. If creators post for payment or free product, the FTC's Disclosures 101 for Social Media Influencers says the connection must be disclosed clearly, with terms like "ad" or "sponsored."

Pillars: the routine; the ingredient explained (what it does and doesn't do); texture, easier to show on video than to describe; proof (your test results, genuine approved reviews); behind the scenes. Sample week: a "why a solid cleanser" carousel, a texture close-up Reel, the founder in the workshop, a poll on skin type. In comments and DMs: a reply is marketing like any other; prepare approved answers based on your proof file, point medical questions to a doctor or dermatologist, and turn every recurring question into content. Letting AI invent benefits or ingredients is out: every generated caption gets checked against your proof file, as we explain in how to create brand content with AI.

Your profession isn't listed: how do you adapt a plan?

Pick the plan whose customers decide the way yours do, not the one whose product looks like yours. A wedding photographer has more in common with a florist (dates, projects planned far ahead) than with a maker. An accounting firm has more in common with a real estate agency (trust built over time) than with a startup.

On days when inspiration is thin, what to post when you have nothing to say gives starting points that work for any profession.

Which platforms should you focus on in your industry?

The plans rarely recommend more than three platforms. Here's how they usually split. Treat it as a starting point and correct it with your own analytics.

Posting the exact same thing everywhere is tempting, but each platform has its own formats and habits. See can you post the same content on every platform.

What rules apply whatever your profession?

Three points come up in every plan in the series.

Permission to feature people

Before you post a recognizable customer or employee, ask for their permission in writing and keep a record of it, and always get a parent's consent for a minor. Rules on using someone's likeness vary from state to state, so a signed release is the simple, safe habit. A happy customer is not the same as a customer who agreed to be on your feed.

Reviews and testimonials

The FTC's final rule on fake reviews and testimonials, announced in August 2024, bans fake reviews (including AI-generated reviews attributed to people who don't exist) and paying for reviews that must express a particular sentiment. Sharing a real review, with its author's permission, is still a great post.

Scheduling

Preparing a month ahead means scheduling. According to Instagram's help page on scheduled content (checked in late September 2026), a public account can schedule a post up to 30 days in advance, with a limit of 25 scheduled posts per day. A four-week plan fits inside that window.

Plan your month of content with Oposto

Oposto learns your brand from your website (voice, colors, products, audience) and turns it into your project's content DNA. It then prepares your posts, carousels and short videos with voiceover and captions, and organizes them into campaigns on a calendar. You approve, and it publishes at the scheduled time on your platforms, adapting each post to each one. It reviews every post before it goes out with a score and recommendations (Pro plan and above), then measures real performance and reuses what works. Several people can work on one project with roles (Owner, Admin, Editor, Viewer), and one brand per project lets a franchisor roll out a core plan by location. For regulated professions, nothing goes out without your approval: you're the one making sure each post follows your rules. The free plan doesn't require a credit card: try Oposto.

Frequently asked questions

What should I post on Instagram when I'm just starting out in my profession?

Start with what customers ask before they buy: what you do, how you do it, how long it takes and how to book or order. Then add behind-the-scenes posts and the dates that matter in your industry. The plan for your profession on this page gives you a four-week calendar to get going.

How many posts should I plan per month?

Most plans in the series rely on three posts a week, about a dozen a month, plus Stories. That's a pace a small business can keep up. A modest, steady rhythm beats a packed month followed by silence.

There's no plan for my profession. Which one should I use?

Pick the plan whose customers decide the way yours do: fast decisions (café, bakery), dated projects (florist), trust over time (real estate), a transformation (coach, spa), another business (B2B) or a long commitment (school). Then adapt the pillars and the dates.

Should I post the same thing on every platform?

No. Keep the same topic, but adapt the format and the copy to each platform: vertical video for Instagram and TikTok, longer text for LinkedIn, a vertical image for Pinterest.

Can I prepare the whole month at once?

Yes. Decide the whole month, produce each format in a batch, review everything together, then schedule. On Instagram, a public account can schedule up to 30 days ahead, which covers a four-week plan.

Can a wine shop promote alcohol on Instagram?

Yes. As of October 2026, Meta's Community Standards allow brick-and-mortar and online retailers to promote alcohol sold off the platform, with that content restricted to adults 18 and over. Your state's alcohol rules still apply.

Can lawyers advertise on social media?

Yes. ABA Model Rule 7.2 lets lawyers communicate about their services through any media, as long as the content isn't false or misleading under Rule 7.1 and includes the name and contact information of a responsible lawyer or firm. Check your state's version of the rules.