You’re Not a Social Media Strategist - Until You Can Do This

Let’s get one thing straight: Posting pretty pictures and counting likes doesn’t make you a strategist. If your idea of social media strategy is chasing trends and copying whatever’s hot on TikTok, congratulations - you’re in the majority. But if you actually want results? Real brand growth? Then, it’s time to upgrade your mindset.

Because the term “social media strategist” gets thrown around like it means something. But in most cases, it’s just code for a “person who knows how to schedule posts in Canva.” That ain’t strategy.

This isn’t a rant. It’s a call to arms. And if you’re in food & beverage, outdoor lifestyle, or clean-label CPG? Buckle up.

STRATEGY ISN’T WHAT YOU THINK IT IS

Let’s kill a myth: Strategy isn’t a checklist. It’s not a social media calendar. It’s not "posting three times a week at optimal hours." Strategy is pattern recognition. It’s audience psychology. It’s understanding what drives people to care, to act, to buy.

If your "strategy" doesn't connect the dots between brand identity, content creation, platform behavior, and consumer motivation, you're not strategizing. You're just managing.

And here’s the brutal truth: most brands don’t need more posts. They need fewer posts - more strategically crafted, more emotionally resonant, more deliberately placed.

THE 3 PILLARS OF A REAL STRATEGIST

1. Narrative Architecture

The best strategists are story engineers. You need a brand story that evolves - not a slogan, not a tagline, but an unfolding narrative that your audience wants to be part of. Your posts should feel like chapters in a story, not isolated promos.

2. Platform-Specific Execution

Social isn’t one-size-fits-all. A strategist understands TikTok virality vs. LinkedIn authority vs. Instagram aesthetics. Each platform has its own rhythm. Each demands a unique content formula.

Want a cheat code? TikTok needs hooks in 3 seconds. LinkedIn thrives on bold POVs and tactical breakdowns. X is built for contrarian takes and curiosity gaps.

3. Growth Without Ads

Real strategy grows without a single dollar spent. Period. That means:

- Writing SEO-rich blogs that pull inbound traffic

- Repurposing blog content into X threads and LinkedIn posts

- Creating short-form videos from thought leadership content

Organic growth is a long game. Paid ads are a crutch - and most brands lean on them because their content sucks.

WHAT FOOD & BEVERAGE BRANDS GET WRONG

If you’re a clean-label snack or an American-made beverage brand, here’s your wake-up call:

Your product might be amazing. But if your social looks like a Whole Foods knockoff, you’re dead in the water.

Here’s what actually works:

- User-generated content from *real* people

- Behind-the-scenes manufacturing stories (show me the hands that make the product)

- Pairing your product with a bigger lifestyle movement (e.g., camping, overlanding, homesteading)

Stop trying to be cute. Start being real.

OUTDOOR BRANDS: TELL THE DAMN STORY

Nature sells itself. You just have to get out of the way.

If you’re posting gear photos with no context, you’re losing. People don’t buy boots - they buy the feeling of standing on top of a mountain. They buy belonging. They buy freedom.

Your content needs to:

- Follow a journey (use multi-part storytelling)

- Feature real users (not influencers, but community)

- Tie every post to a bigger mission: preservation, resilience, exploration

THE DIFFERENCE BETWEEN A SOCIAL MEDIA MANAGER AND A STRATEGIST

| Social Media Manager | Social Media Strategist |

|----------------------|--------------------------|

| Schedules posts | Builds brand systems |

| Tracks likes | Analyzes behavioral data |

| Posts trends | Starts trends |

| Reports on KPIs | Influences conversion |

Your client - or your brand - needs a strategist. Not a content hamster.

CALL TO ACTION (AND CALL TO HONESTY)

So ask yourself:

- Are you creating content with a purpose?

- Are you leading your audience somewhere - or just feeding the algorithm?

- Is your strategy rooted in brand values - or vanity metrics?

If this hit a nerve, good.

Now, go audit your last 30 days of content. Look for:

- Hooks with zero payoff

- Posts that got engagement but no clickthroughs

- Content that “looked good” but did nothing for sales or signups

Then fix it.

That’s what a strategist does.

---

I am an Ad-Age, Emmy, Shorty, Telly, and Webby Award-Winning Social Media Strategist and Content Creator for outdoor lifestyle, adventure, travel, and recreation brands. With 20 years in the digital domain, I’ve elevated Topo Chico’s social media and infused the outdoor lifestyle sector with innovative content strategies, driving brand engagement and loyalty.