Partner and I have been running a social brand’s instagram and I feel like we’re running out of ideas. Any advice for getting fresh ideas that can perform well? The client is a master at watering down anything that has a whiff of comedy or edge.

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Divide the ideas into maintenance, tentpole, and opportunistic. Maintenance are regular, repeatable ideas that generate solid engagement, tentpole are your bigger, themed ideas that you can put editorial thinking toward. It makes the volume of content feel much less massive when you are not trying for fresh every week.

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you lost me with tentpole ideas. i also don’t think i’ve encountered the term editorial thinking enough to know what that means. i do like the idea of categorizing the ideas. i think i do something similar with either making a dumb meme or more of a premium product shot. sometimes i combine the two.

Do you have a social or content strategist? They should be supporting with insights and objectives to help y’all brainstorm.

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technically no but there is a strategist who helps occasionally but it almost all falls on my partner and i, which i don’t mind. the few times we used a strategist it wasn’t super helpful.

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