Channel Strategy
This section defines the role of each marketing channel, how they work together, and the approach for each. For detailed content formats and viral strategies, see Social Media Playbook.
Instagram, Role & Content Approach​
Role: Brand home base. Aspirational discovery. Community showcase.
Instagram is where potential buyers form their first opinion of Seken as a brand. The feed should feel like a curated fashion magazine, not a marketplace catalogue.
| Format | Purpose | Frequency |
|---|---|---|
| Reels | Reach and discovery, styled looks, hauls, seller stories | 4-5x / week |
| Carousel | Education and value, "5 finds under 100K this week" | 2-3x / week |
| Stories | Engagement and personality, polls, behind-the-scenes, Q&A | Daily |
| Grid | Brand consistency, overall feed aesthetic should be cohesive | Ongoing |
Content pillars for Instagram:
- Thrift finds and hauls (30%)
- Style inspiration (25%)
- Seller stories (20%)
- Behind the scenes (15%)
- Educational (10%)
KPI to watch: Profile visits → link taps → app installs from Instagram
See Social Media Playbook for specific content formats and viral mechanics.
TikTok, Role & Content Approach​
Role: Primary growth engine. New audience acquisition. Cultural credibility.
TikTok is the most important acquisition channel, especially for reaching Gen Z who don't follow brands on Instagram. The algorithm rewards content quality over follower count, which means Seken can compete from day one.
| Format | Purpose | Frequency |
|---|---|---|
| Original short-form | Reach, discovery, culture-building | 5-7x / week |
| Challenges / trends | Viral amplification | As relevant |
| Duets / stitches | Community engagement | As relevant |
TikTok content approach:
- Hook in the first 2 seconds, no slow intros
- Show the price reveal, it's always shocking in a good way
- Use trending sounds, but only when they genuinely fit
- Authentic > polished, lo-fi content often outperforms studio quality
KPI to watch: View-through rate, follower growth rate, profile visits from TikTok
See Social Media Playbook for viral formats including "Blind Thrift Challenge" and "Guess the Price".
WhatsApp, Role & Content Approach​
Role: Community retention. High-intent user engagement. Seller support.
WhatsApp is not a broadcast channel, it's a relationship channel. Use it for users who have opted in and are already active.
| Use case | How |
|---|---|
| Seller community group | Tips, new features, seller spotlights |
| Buyer alerts | New listings matching saved searches (future feature) |
| CS escalations | Human support for disputes and complex issues |
| VIP community | Top sellers / power buyers get early access and direct line |
Rules for WhatsApp:
- Never buy lists or spam unsolicited
- Message frequency: max 2-3x per week for groups
- Always provide value, never send a message just to "stay visible"
KPI to watch: Group retention rate, message open rate, CS resolution time
Email, Role & Content Approach​
Role: Retention and re-engagement. Long-form value delivery. Lifecycle management.
Email reaches users who are already registered. It's a retention and reactivation tool, not an acquisition tool.
| Email type | Trigger | Goal |
|---|---|---|
| Welcome sequence | New registration | Onboard, first listing or purchase |
| Seller onboarding | First listing created | Second listing, first sale |
| Weekly digest | Weekly | Re-engage inactive users with curated finds |
| Price drop alert | Wishlist item price drops | Drive conversion |
| Reactivation | 30 days inactive | Bring back lapsed users |
Email tone: Warmer and more personal than social. Treat the reader as a friend who's been away for a while.
KPI to watch: Open rate, click-to-open rate, conversion rate per email type
Email sending cadence:
| Email type | Send time | Frequency |
|---|---|---|
| Welcome sequence (email 1) | Immediately on signup | Once |
| Welcome sequence (email 2) | Day 3 after signup | Once |
| Welcome sequence (email 3) | Day 7 after signup | Once |
| Weekly digest | Tuesday 10:00 WIB | Weekly |
| Price drop alert | Triggered immediately | Per event |
| Reactivation | Day 30 of inactivity | Once per cycle |
Suppression rules:
- Unsubscribed users: remove from all lists immediately, no exceptions
- Hard bounces: remove immediately
- Soft bounces: suppress after 3 consecutive bounces
- No-openers: suppress from weekly digest after 8 consecutive unopened emails (keep transactional only)
- Users who mark as spam: remove and flag in Supabase
Paid Channels Overview​
Paid channels are secondary to organic, they amplify what's already working, not replace it.
| Channel | Primary goal |
|---|---|
| TikTok Ads | New user acquisition |
| Meta (IG/FB) Ads | Retargeting + lookalike |
| Google UAC | App installs |
| Influencer partnerships | Brand awareness + conversion |
Budget split and per-channel CAC targets are tracked internally.
Paid media principles:
- Don't run paid until organic content is converting, you'll just pay to amplify bad content
- Retarget website and app visitors before prospecting cold audiences
- Always A/B test creative, what wins on TikTok organic rarely wins on TikTok Ads
- Focus nano/micro influencers (1K-50K followers) for 3-5x better engagement per IDR spent
For influencer tier details, see Social Media Playbook.