Curated or Chaotic? Finding Your Brand's Content Sweet Spot

Published on 23 July 2025 at 11:37

One of the questions I get asked most often is:
“How should I show up online?”

Do I need a professional photographer or videographer?
How many months ahead should I plan my content?
Should I be posting every single day?

And honestly? There is no one-size-fits-all answer.

That might sound frustrating (especially if you love a good formula), but it’s actually freeing - because it means you get to build a strategy that’s right for you. Your content approach shouldn’t be shaped by someone else’s system. It should be shaped by your goals, your audience, and your capacity.

Start With Strategy, Not Scheduling

Before you worry about how many times a week to post or which filter to use, ask yourself the real question:

Who am I actually trying to reach - and how do I want them to feel when they land on my page?

This is where things start to come into focus.

If you’re targeting high-end, luxury-loving customers who value aesthetic cohesion and premium polish, then yes, a curated, consistent visual strategy matters.
But if your audience craves realness, relatability, and behind-the-scenes moments, then that raw, reactive, "we’re still figuring it out” content could work brilliantly for you.

Some of my favorite brands follow completely opposite approaches:

Holland Cooper and Fairfax & Favor serve sleek, perfectly styled content that reflects their brand DNA, and it works. But it also comes with the pressure to maintain that visual standard at all times.
Other brands thrive in the chaos, think unfiltered stories, spontaneous posts, or messy BTS moments that make people feel something. No ring light, no script, no stress.

Planning Ahead? Yes. Overplanning? No.

I get it, the idea of having your content banked and scheduled 6 months in advance sounds dreamy, and one less thing to think about. But here’s the problem:

The more rigid your plan, the harder it is to stay relevant.

Relevancy is everything when growing your platform. Algorithms change. Trends pop up overnight. Your audience's needs shift constantly. If you’re glued to a calendar from January, you’ll miss opportunities in July.

A loose structure? Great. A general direction? Even better. But leave room for real-time storytelling. That’s where real engagement lives.

Do You Need a Photographer or Videographer?

Not always. Would it elevate your content? Sure. But needing one to get started or show up online? Not true.

Use what you have. Start scrappy. Upgrade when it feels natural, not when you’re pressured by comparison. The truth is, movies are now being shot on iPhone, many of your favorite brands are using UGC content which is more than likely shot with a trusty smart phone - it is no longer essential to spend thousands on the best equipment, especially if your strategy is to keep it real.

The Real Question: Who Are You Speaking To?

Do you want to attract the Pinterest-perfect crowd - the ones with capsule wardrobes, curated routines, and immaculate homes?

Or are you speaking to the woman scrolling for five minutes of peace in her chaotic day, craving connection, not perfection?

Both audiences are valid. But they want different things. One seeks inspiration. The other seeks relatability.

Knowing which one you’re building for is half the battle.

There’s No “Right” Way — But There Is a Smart Way

The best content strategy is one that:

Aligns with your values
Matches your audience’s energy
Is sustainable for you

Because what’s the point of building a brand voice you can’t keep up with?

Final Thought:

There’s no magic formula. No algorithm hack that works forever.
But there is power in knowing your brand, owning your voice, and creating content that makes your people feel seen.