Hello, tell me more, I’m in: the only social framework you need.
Once upon a time, someone told you to create content pillars for social media. They probably included things like behind the scenes, top tips, meet the team, throwback Thursday, and so on. You built your content plan around them and hoped for the best.
At first, it worked. You felt organised. You filled the grid. You kept it ticking.
But here’s the problem: content pillars keep you posting - they don’t keep people moving.
They don’t consider what your audience actually needs to see to go from “never heard of you” to “take my money.” So, let’s take a look at a different approach to your strategy.
Instead of thinking in rigid content buckets, think of your social media as a journey. Specifically, your audience’s journey and how they get from first glance to final click.
Hello – Get on their radar
You’re a stranger on someone’s feed. You’ve got seconds to grab attention. Your goal is to make them pause and notice you.
This is your scroll-stopping stuff to earn a follow:
Eye-catching visuals
Bold statements or punchy one-liners
Trend-led and reactive content
Brand-aligned posts - this is super important for audiences who don’t know you. Remember, the best brands are consistent.
Tell me more – Build the connection
Now they’ve clocked you, it’s time to give them a reason to stick around.
This stage is all about adding value, providing context and showcasing your brand personality:
Story-led captions that show your thinking
Behind-the-scenes with a purpose
Carousels that explain or educate
FAQs
Team intros that actually say something
I’m in – Make it easy to say yes
At this stage, your audience is warm. They’re curious. Now it’s up to you to convert them.
This is where clarity, confidence and timing come into play:
Clear offer breakdowns
Social proof - testimonials and results
Trust signals - accreditation, awards, press
Before-and-after transformations
Strong call-to-action
So, what does this all look like in practice?
Let’s say you’re a design studio (hi). Instead of planning your content like this:
Monday: behind the scenes
Wednesday: tip
Friday: client showcase
You’ll start thinking like this:
What can we post this week to get in front of new people? (Hello)
What helps them to understand who we are and how we think? (Tell Me More)
What shows them what to do next? (I’m In)
This approach provides the same amount of content but with more purpose and direction.
Content pillars give you structure. But the Hello – Tell Me More – I’m In model gives you movement.
