Social & content
Channels
| Channel | Status | Primary purpose |
|---|---|---|
| Active | Travel content, product awareness | |
| TikTok | Not active | Future — high-intent younger audience |
| YouTube | Not active | Future — longer-form tutorials |
| Dormant | Low priority | |
| Twitter / X | Dormant | Not a fit for our audience |
Instagram strategy
Right now this is our main social presence. Keep it realistic:
- Post 3× per week minimum
- Content mix: 40% travel destinations, 30% product/how-to, 20% user-generated (travelers using our SIMs), 10% behind-the-scenes / team
- Stories 3–5× per week
- Reels where possible — algorithm favors them
Content calendar
Plan one month ahead. Template:
| Week | Destination focus | Product highlight | UGC ask |
|---|---|---|---|
| Week 1 | Japan | Tokyo-to-Kyoto eSIM | Call for cherry blossom photos |
| Week 2 | … | … | … |
Calendar lives in [TBD — Google Sheet / Notion / Airtable]. Link here once decided.
Voice & visual guidelines
- Tone: helpful, practical, slightly wry. Not corporate.
- Visual: real traveler photos > stock imagery. Our products appear in-context (phone screen with bars) not as product shots.
- Always credit UGC contributors; get permission before reposting
Influencer / partnership
Not a focus yet. When we get there:
- Micro-influencers (10k–100k) with real travel audiences beat macro-influencers
- Preference for product-for-content arrangements over cash (easier to start)
- Track conversions via unique discount codes per partner
Measurement
- Primary: follower growth (vanity but indicative)
- Secondary: engagement rate
- Real metric: traffic from social → conversion rate (measure in GA4)
- Report monthly in the business review
What we don’t do
- Buy followers or engagement — detectable, devastating to trust
- Engage with political or controversial topics
- Run giveaways with no business logic (“tag 3 friends” for a free eSIM with no purchase → attracts no actual customers)