Content Strategy
Content IS the acquisition strategy. 25% of Indonesian e-commerce is social commerce. Content brings buyers; content brings sellers; content builds community. The Marketing Lead owns this function from week 2-3.
Five Content Pillars
Rotate through all five every week. Never post two of the same pillar back-to-back.
| Pillar | Theme | Frequency | Primary function |
|---|---|---|---|
| Cerita Barang | One item, one story, emotional narrative | 1-2×/week | Brand soul, buyer emotion |
| Seller Spotlight | Real seller, real inventory, interview-style | 1×/week | Seller acquisition tool |
| Temuan | Curated best items on the platform | 1×/week | Direct buyer traffic |
| Behind SEKEN | Unfiltered moments building the platform | 2×/month (feed) + Stories | Trust, brand humanity |
| Komunitas | Questions, polls, UGC, milestones | 2-3×/week (Stories) | Community belonging |
Every spotlight convinces 3-5 viewers to become sellers. Tag the seller. Let them reshare. Their followers are warm leads. This is free seller acquisition.
The 3:1 Rule
For every 1 promotional post, publish 3 value posts first. A feed that feels like an ad causes unfollows.
| Type | Examples |
|---|---|
| Value (3×) | Any pillar content, Cerita Barang, Seller Spotlight, Temuan, Behind SEKEN, Komunitas |
| Promotional (1×) | "Daftar jadi seller", app download push, feature announcement |
This is a rule, not a guideline.
The Five Reels Formats That Drive Acquisition
Ranked by expected reach-to-follower conversion:
Format 1, Price reveal (highest reach) Full outfit from Pasar Seken. Show each item. Reveal total vs buying new. Hook: "Full outfit dari barang seken. Total berapa, ya?" Gets shared. Gets saved. Drives profile visits and buyer acquisition. Expected reach (month 1): 2,000-15,000 views. Buyer conversion per 10K views: 15-30.
Format 2, Seller video testimony (highest trust) 15 seconds. Seller on camera, items around them. "Gue udah jual [X] barang di Pasar Seken dan dapet [IDR Y]." Zero production budget. Maximum authenticity. Drives seller sign-ups. Hook: "Ini yang terjadi setelah gue upload barang pertama gue."
Format 3, POV unboxing (highest emotional resonance) Buyer receives package, opens it, genuine reaction. End card: "Temukan milikmu di Pasar Seken, link di bio." Hook: "POV: paket pertama dari Pasar Seken dateng."
Format 4, AI listing demo (highest seller acquisition) Screen recording: photo taken → AI fills details → live in 30 seconds. Hook: "Cara jual di Pasar Seken: 30 detik. Serius." Post once. Pin it. It works forever.
Format 5, "Sebelum/sesudah wardrobe" (highest share rate) Wardrobe full → list on Pasar Seken → empty wardrobe + IDR earned. Hook: "Lemari gue kepenuhan. Ini yang gue lakuin." Gets shared by people who identify with the problem.
What to stop creating:
- Eco-guilt content ("selamatkan planet"), preachy, doesn't convert
- Price-first content ("mulai dari IDR 50.000"), cheapens the brand
- Generic lifestyle with no SEKEN connection
- Only beautiful items, diversity of items builds trust
The Marketing Lead's Weekly Content Calendar
| Format | Frequency |
|---|---|
| Feed posts | 4/week |
| Reels | 2/week |
| Stories | Daily |
| Weekly email digest (via Resend) | 1/week |
Daily story, "Temuan hari ini": 3-5 best new listings curated and posted on stories. Creates daily return visits from interested buyers.
Founder Content (First 30 Days)
The founder's face and voice in the first content builds trust faster than any produced asset. Do not wait for the agency. Do not wait for perfect lighting.
Piece 1: Founder story Reel (30 sec, from phone, today) "Kenapa gue bangun Pasar Seken." Authentic. Unscripted. Post it.
Piece 2: Seller acquisition Reel (show the 60-second listing flow) "Cara jual di Pasar Seken: 30 detik. Gratis. Gak ada komisi."
Piece 3: Community question post "Barang seken apa yang paling berkesan yang pernah kamu temukan?" Reply to every comment personally within 2 hours.
Buyer Acquisition Through Content (Channels)
TikTok (widest reach): Discovery platform. Builds brand with Gen Z buyers who have never heard of SEKEN. Not for seller outreach, they're not watching TikTok to find marketplaces.
Instagram Reels (highest engagement quality): Ayu's aspirational channel. Where she follows the sellers she trusts. Price reveals and style finds perform here.
Seller UTM story templates: the Marketing Lead creates 3 branded story templates. Each seller shares their UTM store link using the template. Activates the seller network as a buyer acquisition channel.
Instagram only in month 1. TikTok properly from month 2 when there are real listings to show. TikTok algorithm takes time to build; Bali-focused seller acquisition in month 1 is relationship-first, not algorithmic.
The TikTok Tokopedia Risk
TikTok holds majority stake in Tokopedia (2023 merger) and has financial incentive to keep sellers in their ecosystem.
Mitigation strategy: Build TikTok Live as discovery and community tool, not checkout mechanism. Sellers show items live → direct viewers to pasarseken.id for transaction. Regulation-compliant. Protects SEKEN's checkout relationship.
Do not build a strategy that requires TikTok to route transactions away from their own platform, they won't, and will actively suppress it over time.
Paid Advertising (Month 3 Gate)
Hard gate: No paid ads before 150 active sellers. Sending paid traffic to thin inventory trains the algorithm on people who bounce. Waste of budget.
Channel: Meta only at first (Instagram retargeting). Budget and CAC targets are tracked internally.
Email Strategy
Resend is already in the stack. Build from launch week 2, this is an acquisition and retention channel sitting unused.
Transactional (needed from day one): Seller listing live, item sold, order confirmed, item shipped, receipt confirmation (drives escrow release).
Marketing (build from week 2):
| Timing | Audience | |
|---|---|---|
| "Temuan Minggu Ini" digest | Weekly from week 2 | Buyers |
| "Tips Seller" newsletter | Monthly from month 2 | Sellers |
| Seller re-engagement | Day 30 no listing | Inactive sellers |
| Buyer re-engagement + IDR 10K discount | Day 30 no purchase | One-time buyers |
Expected benchmarks: transactional 45-65% open, newsletter 18-28%, re-engagement 12-20%.
SEO
The only acquisition channel that compounds over time at zero marginal cost. Build from month 1.
Priority keywords:
- "jual baju seken online" (seller intent, high volume)
- "beli baju seken Bali" (buyer intent, geographic)
- "marketplace baju seken Indonesia" (category ownership)
- "cara jual baju bekas online" (tutorial, high intent)
SEO assets:
- Every listing page = a unique indexed URL. 1,800 listings at month 3 = 1,800 SEO pages automatically.
- Seller profile pages, indexed, linkable, searchable.
- Blog on docs.pasarseken.id: 4 posts/month, 600+ words each. ("Cara Foto Baju Seken yang Laku", "Harga Baju Seken yang Wajar", "Tips Jual Baju Bekas Online untuk Pemula")
Technical SEO (the Engineer to implement): Product schema on all listings, canonical URLs, sitemap submitted to Google Search Console from launch day, listing pages load <2 seconds on mobile.
Content Performance Metrics (the Marketing Lead's Reporting)
| Metric | Tracked |
|---|---|
| Reel views and saves | Weekly |
| Profile visits from content | Weekly |
| DMs from sellers (after seller Reels) | Weekly |
| Buyer clicks from stories | Weekly (via UTM) |
| Email open rate | Per send |
Campaign Calendar
| Campaign | Timing | Primary angle |
|---|---|---|
| Ramadan Slow Fashion | ~4 weeks before Lebaran | Buyers, "Fashion lebih bermakna di bulan yang penuh makna" |
| Lebaran New Chapter | Eid week + 2 weeks | Both sides, seller cuan + buyer fresh start |
| Independence Day | Aug 17 | Brand, "100% baju dari lemari Indonesia, untuk Indonesia" |
| Harbolnas 11.11 | Nov 11 | Counter-positioning, "Hari belanja tanpa harus beli yang baru" |
| 12.12 Year End | Dec 12 | Both, "Lemari lebih ringan, kantong lebih tebal" |
Each campaign gets: one hashtag, one seller incentive (Boost credit), one buyer incentive (free shipping on first order).
Influencer Strategy
Months 0-2: Barter only. 5 Bali fashion/lifestyle creators, 1K-15K followers. We feature them, they feature us. No cash.
Month 2-3: First paid. IDR 500K-1M per creator. Select who drove the most actual sign-ups from barter phase. No scripts, give brief, let them be genuine. Two non-negotiables: mention it's free + use "seken".
A founding seller with 2,000 followers converts at 10× the rate of a paid creator. Their audience trusts them personally. Every first-sale celebration → the Founder WhatsApps → seller posts → followers see SEKEN. This is the real influencer strategy.
Approval Workflow
All content through the Founder before posting. No exceptions, not even Stories.
The Marketing Lead submits full week's content by Sunday evening. The Founder approves by Tuesday morning. Time-sensitive content (trending audio, first-sale celebrations): WhatsApp the Founder directly, 2-hour response.
Rejection criteria: "preloved" as headline · purple in design · "Anda" · harsh flash/blurry/messy photos · anything that feels like an ad.