Social media is no longer just a communication channel. Today, it is the global showcase where brands present themselves, listen, and grow.
For an audiovisual production company or any business understanding how to build a solid social media strategy means increasing visibility, community, and feedback.

As part of the Sitges International Fantastic Film Festival of Catalonia, the association Productors Audiovisuals de Catalunya (PAC) asked us to give an informative talk about how their members can make use of social media. Víctor Puig shared 10 key ideas that serve as a roadmap to strengthen digital presence. From Zinkdo, we interpreted them with a practical, strategic approach aligned with the current challenges of digital marketing. Here’s the breakdown:

1. Define your goals before you start

A solid roadmap starts with SMART goals (specific, measurable, achievable, relevant, and time-bound), but that’s just the foundation. Not all goals are created equal.
In every social media strategy, you should define: what do you want to achieve? It’s not just about posting it’s about posting with purpose.

That’s why, just as you define your SMART goals, it’s essential to analyze the results of every action through a social media metrics report. This way, you’ll have real control over your objectives.

For example:

• Community: grow your audience or impressions.
• Engagement/visibility: increase comments, shares, or interactions.
• Content: regular production of relevant pieces (e.g. 3 videos/month).
• Business: qualified leads or new shooting contacts that come through social media.

2. Content is the story you tell

Each post should fit into a consistent narrative. Your brand doesn’t just sell a product—it tells a story: who you are, how you work, and what values drive you.

When designing your editorial lines, think about:

• Which goals does each type of content support?
• Which formats reinforce your identity (video, photo, text)?
• How often should you post?

For example: a production company can combine “making-of” clips with project highlights, client testimonials, and team moments. That mix humanizes and differentiates your brand.

3. Choose your networks wisely (don’t try to be everywhere)

Not all platforms offer the same value. In 2025, Instagram still leads engagement, YouTube dominates long-form video, and LinkedIn keeps growing in the professional sphere. TikTok, meanwhile, remains the best space to grow fast and gain organic visibility. And X (Twitter) continues to lead when it comes to instant communication and niche audiences.

Before opening an account, ask yourself: Where is my audience? Which network allows me to connect best? What formats can I consistently produce with quality? Choosing the right platform isn’t about being everywhere—it’s about being where your message truly resonates.

4. Goodbye myths: every platform has its role

“Facebook is dead.” “TikTok is only for young people.” “LinkedIn is just for job seekers.” Far from it. Each platform has a distinct purpose and audience. Breaking these stereotypes will help you spot opportunities where others see limitations.

5. The editorial calendar: your digital compass

An editorial calendar isn’t just a list—it’s an operational guide. It helps you plan, stay consistent, and measure results better. It’s the tool that tells you what content goes on each social network and when. 

Always include:

• Publishing date and time
• Format 
• Copy 
• Platforms

Remember: improvisation is the enemy of consistency. Prepare content in advance to avoid mistakes or last-minute rushes. Planning ahead lets you review, schedule, and analyze calmly, while maintaining the posting rhythm that social algorithms reward.

6. Give voice to the people behind the brand

Companies communicate, but people connect. Amplify the voices of your leaders, spokespeople, and employees. It builds closeness, credibility, and reputation.

If you don’t yet have faces to show or seek creative consistency, virtual avatars can be a great way to maintain a constant, flexible visual presence on social media.

One of the new challenges brands will face is how to apply Artificial Intelligence in Digital Marketing to maintain an authentic, human voice.

7. Social selling: selling without sounding salesy

Social selling isn’t about directly pitching your service—it’s about building valuable relationships. Comment, share, contribute, and connect. When the time comes, contact happens naturally.

On platforms like LinkedIn, this strategy is particularly powerful for B2B or creative services.

8. Video: the ultimate protagonist

If one format dominates social media, it’s video. From Instagram Reels to YouTube Shorts, visual and short content drives more attention, retention, and recall. And since this talk was aimed at audiovisual producers, video’s relevance couldn’t be clearer.

Use short formats for discovery (Reels, Shorts, TikTok) and long ones for authority (YouTube).

Here are a few quick tips for integrating video into your digital strategy:

• Use the first 3 seconds to grab attention.
• Mix formats: short videos for reach, long ones for depth.
• Take care of visual quality, but prioritize storytelling.

Remember: production should align with objectives so your creative effort truly impacts your social media strategy.

9. Paid + Organic = the winning combination

Paid amplifies what works organically, and paid insights help improve organic content. 

When both work together, you achieve brand consistency and smarter data use: a promising post is boosted with paid; a paid insight is leveraged organically to keep authenticity.

When both worlds collaborate:

• The brand appears more consistent.
• Performance data is used more efficiently.
• Resources and results are optimized.

10. Measure, learn, and evolve

Without data, everything is just intuition. Metrics (KPIs) show whether you’re on the right path and what needs adjusting.

Analyze which content drives the most engagement, which format converts best, and which network delivers the highest return.

Conclusion: strategy, consistency, and constant evolution

Success on social media doesn’t come from posting more, but from posting better. A well-defined social media strategy helps brands stay visible, consistent, and relevant in a constantly evolving environment.

At Zinkdo, we believe every brand has a unique story to tell. We help you diagnose your digital presence, analyze competitors, and build a solid strategy to boost your impact on social media.

Ready to professionalize your digital presence? Discover how Zinkdo can help you define your social media strategy and transform your online brand.