RESOURCE / 05 — FRAMEWORK
BY SHEREBANO ANVERALLY — SOCIAL MEDIA STRATEGIST & DIRECTOR
UPDATED AUG 2026
5 MIN READ
4 STEPS + CHECKLIST
01
CADENCE
One pitch a week, published in public. The repetition is what makes it fast, not talent.
02
EVIDENCE
Built off real products, real posting history and real gaps — never vibes or assumptions.
03
OUTPUT
One executable idea with a 30/60/90 view — packaged like the campaign already exists.
STEP BY STEP
1
Before I think about ideas, I look at what’s actually there. Not “is their Instagram nice”, I mean:
Posting frequency and consistency over the last 90 days
Which platforms they’re active on vs. clearly neglecting
Format mix - are they still doing static posts in a video-first world?
Comment sections - are they responding, or is it a one-way broadcast?
Where the audience is actually reacting vs. where the brand thinks they’re winning
WHY IT MATTERS
This step is boring and that’s the point. Most pitches fail because people skip straight to “big idea” without knowing what’s actually broken.
2
There’s a difference between “this brand’s social is bad” and “this brand is missing an opportunity.” I’m not looking to criticise, I’m looking for the thing they haven’t done yet that their competitors have, or the audience behaviour they’re ignoring.
THE QUESTION TO ASK
What are they clearly good at, and what are they clearly leaving on the table?
3
This is where most first-time pitchers go wrong, they show up with a 15-point content strategy. Nobody’s hiring you off a slide deck of theory. I pick one sharp, executable idea that proves I understand the brand’s voice, and I build it out properly.
HOOK
The first three seconds, written before anything else.
FORMAT
Native to the platform it’s built for, not resized after.
CADENCE
How often it runs, and who could realistically make it.
30/60/90
What success looks like, in numbers you’d be held to.
4
The pitch video isn’t “here’s what I’d do” said out loud, it’s shot and delivered like the campaign already exists. Real captions. Real visuals or mockups. A tone that matches their brand, not mine. That’s the difference between an opinion and a pitch.
WHY THIS WORKS
A pitch built this way does two jobs at once; it’s a piece of content that stands on its own, and it’s a work sample that shows exactly how I think before I’ve ever sat in a room with the client.
That’s the whole idea behind building your portfolio in public.
BEFORE YOU POST
IN SHORT
Audit, gap, one idea, real packaging. Same four moves whether it’s a brand I admire from a distance or a client I start with on Monday.
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