Social Media Playbook
Role: Social Media Specialist / Content Creator Owner: Ops Manager Mission: make Pasar Seken feel alive on social before, during, and after launch, every post should feel like it comes from a stylish, warm Indonesian friend, not a brand broadcasting at you
Platform rhythm
| Platform | Minimum frequency | Best posting time |
|---|---|---|
| Instagram feed | 4x per week | 7-9am or 7-9pm WIB |
| Instagram stories | Daily | 8-10am WIB |
| TikTok | 3x per week | 6-9pm WIB |
| WhatsApp broadcast | 2x per week | 8am or 7pm WIB |
~12+ pieces of content per week across all platforms. This is a full-time role from day 1.
The 5 content pillars
Rotate through these every week. Never post two of the same pillar in a row.
1. Cerita barang The story behind a specific secondhand item.
"Blazer ini pernah dipakai wisuda di Jogja. Sekarang nunggu pemilik baru di Bali."
2. Seller spotlight Feature a real seller, their style, their story, why they sell. Format: short interview reel or story series.
3. Temuan minggu ini 3-5 curated items from the platform, styled together. Never lead with price. Lead with aesthetic.
4. Behind Pasar Seken Honest, human behind-the-scenes: team moments, market visits, building the app, packing orders, celebrating first sales.
5. Komunitas UGC, reposts, community moments. Repost buyer finds. Celebrate milestones. Ask questions. Start conversations.
Caption formula
- Hook: 1 sentence (story or question)
- Detail: 1-2 sentences (item, seller, moment)
- CTA: 1 sentence (comment, save, share, or check link)
- Hashtags: 3-6 tags (max 8)
Good example:
Baju ini nganggur 2 tahun di lemari seseorang di Seminyak. Sekarang dia siap untuk cerita berikutnya. Siapa yang mau lanjutkan? . #pasarseken #fashionseken #sekenbali
Bad example:
Baju seken kondisi bagus!! Harga terjangkau DM untuk info 🔥🔥 #jual #seken #murah #baju
What to NEVER post
- ❌ "Barang bekas", always "seken" or "secondhand"
- ❌ Price-first content, lead with story, not Rp
- ❌ Blurry or dark photos
- ❌ Preachy eco/sustainability lecturing
- ❌ 10+ hashtags in a row, looks spammy
- ❌ Reposting without credit
Photography standards
Every product photo needs:
- ✅ Natural light, no harsh flash
- ✅ Clean or interesting background
- ✅ Item flat lay OR worn, never on a hanger alone
- ✅ One detail shot (label, texture, unique feature)
- ✅ True color, minimal filter
Never:
- ❌ Blurry or dark
- ❌ Cluttered background
- ❌ Visible price tags in hero shot
- ❌ Heavy filters that change actual color
Approval flow
First 2 weeks, everything gets approved:
Draft → send to Ops Manager on WA by 8pm → feedback or approval by 9pm → post next morning at 7-9am
After 2 weeks:
- Stories and TikTok: post without approval
- Feed posts: quick WA check with Ops Manager still required
Week 1 checklist
- Read full brand voice → docs.pasarseken.id/marketing/brand-guide
- Audit all Pasar Seken social accounts, report what exists
- Follow 20 Bali fashion and thrift creators to study
- Draft 20 captions using the formula above
- Build first 2-week content calendar in Notion
- Take or source 10 product photos meeting the standard above
- Set up content scheduling tool (Later or Buffer, free tier)
Tools
| Tool | Purpose |
|---|---|
| Primary brand platform | |
| TikTok | Discovery + Gen Z reach |
| Seller community broadcasts | |
| Notion | Content calendar, this playbook |
| Canva | Graphics and story templates |
| Later or Buffer | Scheduling |
| docs.pasarseken.id | Brand voice reference |