What you are buying
- Content production: concepts, filming, editing, publishing, on a repeating calendar.
- Community management: replies, moderation, escalation. Unglamorous, and the part customers actually notice.
- Paid amplification: turning the best organic pieces into ads. Usually where the measurable return is.
How it is priced
- 54%Content retainerA set number of pieces per month.
- 30%Retainer plus productionManagement fee with shoots billed separately.
- 16%Community onlyCoverage hours, response times, escalation path.
Rough share of engagements. Buying management without production capacity is the most common mismatch: a calendar with nothing to put in it.
Running the selection
Ask to see a month of work for another client, in full, including the pieces that did not perform. Portfolios show the top five per cent.
Test the turnaround: how long from an idea on Monday to a published piece.
Agree who is allowed to approve, and how quickly. Slow approval is the single largest cause of dead social accounts.
Put these in the contract
| Volume committed | Pieces per month by format, in writing. |
| Coverage hours | When somebody is actually watching the inbox, including weekends. |
| Escalation path | What happens when something goes wrong at nine on a Saturday. |
| Asset library | Raw footage and source files delivered to you, not held. |
| Tone documented | A written guide, so a replacement can pick it up in a week. |
Ask before you sign
- How many pieces per month, in which formats?
- How fast can you go from idea to published?
- Who answers messages, during which hours?
- What happens in a crisis, and who decides?
- Do we receive the raw files?
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