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One good format beats a hundred random posts

There’s a reason you keep clicking on that one creator. Or why you voluntarily check a brand’s page without being prompted (yes, that actually happens). It’s not luck. It’s a format.

So, what even is a format?

Nothing fancy. A format is just a recognizable hook for your content. A recurring structure, theme or series that your audience starts to expect and wants more of. Think:
  • “TikTok made me buy it” (user reviews with flair)
  • “Ask me anything” (Q&As with a point of view)
  • “Customer question of the week” (Coolblue, we see you)
Whether you’re on LinkedIn, TikTok or sending out email newsletters: formats make your content recognizable, scalable, and honestly? Way more fun to make.

Why one good format can be enough

We see it all the time: brands posting a lot. But it’s a mixed bag. What’s missing? Direction. A format gives your content purpose and your team something to build on. A strong format =
  • Recognition – people know what to expect (and engage faster)
  • Efficiency – you’re not reinventing the wheel every time
  • Creative freedom – the constraints help you experiment within a clear lane
One good format = content you can repeat, evolve, and scale. A hundred scattered posts? Easy to forget.

What makes a great format?

If you want to build one, start here:
  1. A hook – a clear concept, theme or question → “What if your customers pitched your brand?”
  2. Your flavor – tone of voice, visual identity, edit style → Is it funny, serious, minimalist, Gen Z-coded?
  3. A reason to come back – repetition, rhythm, cliffhangers → “Next week, part 2?”
If you’ve got those three? You’re not just filling a grid. You’re building something people remember.

What isn’t a format?

  • “We post tips sometimes” → nope
  • “We share what the team’s up to” → still no
  • “We post a Reel every Friday” → only if it’s part of a consistent series with a clear theme
A format isn’t just frequency. It’s not just a “type of post.” It’s a concept people get, love, and follow. One good format = peace of mind + consistency + brand equity. Way better than staring at a blank content calendar wondering what to post again. Want to build one? Let’s talk.
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