Building a brand presence from zero followers.
Social media management and design for Soch, an AI automation agency: positioning, visuals, content and daily publishing, built from scratch.
- Client
- Soch, AI automation agency
- Platform
- Instagram @withsoch
- Scope
- Strategy · Design · Content · Publishing
- Role
- Social media manager + designer
A technical service, a non-technical buyer, and no audience to speak to.
Soch builds AI and automation systems for founders and small teams. The service is technical; the buyers usually aren't. Too shallow and you sound like every AI account, too deep and they stop reading. The account started with no audience, no visual language and no archive.
Crowded category
AI content is full of tool round-ups and hype. Standing out needed a point of view.
No visual identity
No templates, palette or type hierarchy. Every post started blank.
Mixed audience
Founders, operators and technical buyers read the same feed. One tone had to fit all three.
Make the grid proof of expertise: a founder who has never heard of Soch should see how the team thinks.
Four decisions that shaped everything else.
Positioning came before posting
The account argues one thing: automation fails because of unclear processes, not broken software. It sets the content apart from generic AI advice.
A locked visual system, not one-off graphics
Two backgrounds, one accent colour, one type pairing, fixed margins. Posts are faster to make and the grid reads as one brand.
Teach the thinking, not the tool
Tool tutorials expire and attract the wrong audience. Frameworks and mental models age well and attract buyers.
Format follows the message
A contrast becomes a two-panel comparison, a process problem a workflow map, a mindset shift a carousel.
The system in the feed.
Posts and carousels from one system, alternating dark and cream so the grid has rhythm.
Every post carries the same five parts.
- 1
Category label
A small coral eyebrow names the pillar.
- 2
Hook with one highlight
A short, blunt line with one phrase in coral.
- 3
The reframe
Two or three lines that turn the hook into a useful idea.
- 4
A visual argument
A diagram, comparison or workflow map that proves the point.
- 5
Fixed footer
The URL in the same spot on every post.
Four pillars the calendar rotates through.
Why automations fail
Names the real reason projects stall: messy human processes, not technology.
What to automate first
The 80/20 rule, ROI maths, workflow audits. Helps the reader decide.
Systems over prompts
From typing prompts to building AI into background workflows. The core of the brand.
Operations teardowns
Manual admin, email blasts, spreadsheet updates. Shows the work without a sales pitch.
From pillar to published post.
- Step 01
Pillar pick
Each calendar slot gets a pillar first.
- Step 02
Hook first
Copy is written and cut before design.
- Step 03
Template build
Layout picked from the system, visual drawn.
- Step 04
Caption + schedule
Caption, hashtags and slot confirmed.
- Step 05
Review
Results shape the next cycle.
Standards on every piece
- Logo top-centre, fixed size
- Hook in 2 to 4 words per line
- Coral highlights key phrases only
- One diagram or panel pair per post
- URL locked to the footer
- Alternate dark and cream across the grid
- No stock photography
- No more than three type sizes
Running the account, not just designing for it.
Content strategy
Positioning, four pillars and a rolling calendar.
Visual system
Palette, type, layout rules and templates.
Design production
Posts, carousels and Reel covers.
Copywriting
Hooks, on-image copy and captions.
Daily publishing
Scheduling, hashtags and posting.
Community management
Comments and DMs handled.
Reporting
Performance read against each pillar.
Profile build-out
Bio, highlight covers and grid layout.
Built from 0
Account, visuals and archive made from scratch
4 pillars
Every post tied to a content pillar
1 system
Templates that keep the grid consistent
Content, design and video we've made.
Want a feed that argues one thing?
Get a quote. An inconsistent feed is usually a systems problem, and it's fixable.
Real results for founders in the UK, US, Europe & Pakistan