Marketing & Content Guide
Internal reference for the Marketing Lead and anyone producing content for @pasarseken.id. All content must receive the Founder's approval before posting, no exceptions, including Stories.
Brand Foundation
What SEKEN is
A stylish, honest friend, not a brand selling. The tone is soulful, grounded, and alive. We do not preach. We do not guilt. We do not lead with price.
Three words: Soulful · Grounded · Alive
Taglines
| Tagline | For | Where |
|---|---|---|
| "Setiap barang punya cerita." | Buyers, emotional | Feed captions, campaign copy, always Fraunces 300 Italic |
| "Cuan dari lemari, gak pakai ribet." | Sellers, practical | Seller recruitment, seller stories, onboarding |
| "Fashion seken yang punya jiwa." | Brand positioning | Campaign leads, bio, brand introductions |
| Free to sell | Brand (English) | Investor and English-language materials only |
The one test before posting
"Does this feel like a real person made it and actually cares about what they're showing?"
If yes → send for the Founder's approval. If it feels like an ad → rework it.
Brand Voice
Vocabulary, use vs. never use
| Use | Never use | Why |
|---|---|---|
| seken | second hand | "Seken" is our word |
| fashion seken | preloved (as headline) | preloved.co.id is a direct competitor, using it sends people there |
| barang seken | barang bekas | "Bekas" sounds cheap |
| punya cerita | produk kami | Emotional vs transactional |
| cuan | penghasilan / income | Too formal |
| kamu | Anda | "Anda" is cold and corporate |
| nemu / temukan | cari dan dapatkan | Human vs robotic |
| gak pakai ribet | mudah digunakan | Too generic |
Hard banned words
- "preloved" as headline, points audience to competitor
- "murah" as hook, we are a community, not a discount platform
- "Anda": always "kamu"
- "terjangkau" as headline, same reason as "murah"
- "barang bekas": always "barang seken"
Copy examples
| Context | Right | Wrong |
|---|---|---|
| Product story | "Jaket ini pernah dipakai wisuda di Jogja." | "Jaket denim kondisi baik, layak pakai." |
| CTA | "Yuk, mulai jual" | "Daftarkan Produk Sekarang" |
| Empty state | "Belum ada yang muncul... semesta sedang memilihkan." | "Tidak ada produk ditemukan." |
| First sale | "Yeay! Barangmu menemukan rumah barunya. 🎉" | "Item sold successfully." |
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 feed | Brand soul, buyer emotion |
| Seller Spotlight | Real seller, real inventory, interview-style | 1×/week feed | Seller acquisition |
| Temuan | Best items on the platform, curated | 1×/week feed | Direct buyer traffic |
| Behind SEKEN | Unfiltered building moments | 2×/month feed + Stories daily | Trust, brand humanity |
| Komunitas | Questions, polls, UGC, milestones | 2-3×/week Stories | Community belonging |
Seller Spotlight = free seller acquisition. Every spotlight convinces 3-5 viewers to become sellers. Tag the seller. Let them reshare. Their followers are warm leads.
The 3:1 Rule
This is a rule, not a guideline.
For every 1 promotional post: 3 value posts first.
| Type | Examples |
|---|---|
| Value (3 parts) | Any pillar, Cerita Barang, Seller Spotlight, Temuan, Behind SEKEN, Komunitas |
| Promotional (1 part) | "Daftar jadi seller", app download, feature announcement |
A feed that feels like an ad causes unfollows. Hold the ratio.
Top 5 Reels Formats
Ranked by expected acquisition impact:
Format 1, Price Reveal (highest reach)
Show a full seken outfit item by item. Reveal the total vs buying new. Hook: "Full outfit dari barang seken. Total berapa, ya?" Drives saves and shares. Best for buyer acquisition.
Format 2, Seller Testimony (highest trust)
15 seconds. Seller on camera, their items visible. Hook: "Ini yang terjadi setelah gue upload barang pertama gue." Zero production budget. Maximum authenticity. Drives seller sign-ups.
Format 3, POV Unboxing (highest emotional resonance)
Buyer receives and opens package, genuine reaction. Hook: "POV: paket pertama dari Pasar Seken dateng. 📦" End with: "Temukan milikmu di Pasar Seken, link di bio."
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 indefinitely.
Format 5, Sebelum/Sesudah Wardrobe (highest share rate)
Full wardrobe → list on Pasar Seken → empty wardrobe + money earned. Hook: "Lemari gue kepenuhan. Ini yang gue lakuin." Gets shared by people who identify with the problem.
Stop creating
- Eco-guilt content ("selamatkan planet"), preachy, does not convert
- Price-first content ("mulai dari IDR 50.000"), cheapens the brand
- Generic lifestyle with no SEKEN connection
- Only beautiful, perfect-condition items, diversity builds trust
Weekly Calendar (Marketing Lead)
| Format | Frequency |
|---|---|
| Feed posts | 4×/week |
| Reels | 2×/week |
| Stories | Every day |
| Weekly email digest (via Resend) | 1×/week |
Daily Story, "Temuan hari ini": 3-5 best new listings curated and posted to Stories. Creates daily return visits from buyers tracking new inventory.
Optimal posting times (WIB)
| Platform | Frequency | Best time |
|---|---|---|
| Instagram feed | 4×/week | 07.00-09.00 or 19.00-21.00 |
| Instagram Stories | Daily | 08.00-10.00 |
| Reels | 2-3×/week | 18.00-21.00 |
| TikTok | 3×/week | 18.00-21.00 |
| WhatsApp broadcast | 2×/week | 08.00 or 19.00 |
Social Media Rules
Signature emoji: 🧵, every post, without exception.
Mandatory hashtags: #pasarseken #fashionseken #sekanbali + up to 9 more. Maximum 12 total.
Caption structure:
[Hook — stops the scroll]
[Story — 2–3 sentences]
[Soft CTA — invitation, not command]
#pasarseken #fashionseken #sekanbali [+ hashtags]
Pre-Launch Content Rules
Until AHU and Xendit are both confirmed: only these three content types. Nothing else.
| Type | Example |
|---|---|
| Teaser | "Ada yang sedang dibangun di Bali. Untuk mereka yang tau baju terbaik bukan selalu yang baru." |
| Problem post | "Masih inget kapan terakhir baju itu dipake? Ada yang nganggur di lemari udah setahun lebih." |
| Community question | "Barang seken apa yang paling berkesan yang pernah kamu temukan? Drop di komentar 👇" |
Never pre-launch: App screenshots · pricing or fee info · sign-up CTAs · competitor comparisons · eco-guilt messaging.
Campaign Calendar
| Campaign | Timing | 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, seller cuan + buyer fresh start |
| Independence Day | August 17 | Brand, "100% baju dari lemari Indonesia, untuk Indonesia" |
| Harbolnas 11.11 | November 11 | Counter-positioning, "Hari belanja tanpa harus beli yang baru" |
| 12.12 Year End | December 12 | Both, "Lemari lebih ringan, kantong lebih tebal" |
Each campaign gets: one dedicated 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.
Months 2-3, First paid
IDR 500K-1M per creator. Choose who drove the most actual sign-ups from the barter phase. No scripts, two non-negotiables: they must mention it's free to sell, and they must use the word "seken".
Power sellers outperform paid KOLs 10:1
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 → their followers see SEKEN.
This is the real influencer strategy. The founding seller network is more valuable than any paid creator deal.
Approval Workflow
All content requires the Founder's approval before posting. No exceptions, not even Stories.
| Step | Timing | Who |
|---|---|---|
| Full week content calendar prepared | Sunday evening | Marketing Lead |
| The Founder approves or requests changes | By Tuesday morning | Founder |
| Time-sensitive content (trending audio, first-sale celebrations) | WhatsApp the Founder directly, 2-hour response | Marketing Lead → Founder |
Rejection criteria:
- "preloved" as headline
- Purple in any design element
- "Anda" in copy
- Flash photography / blurry / messy background
- Anything that feels like an ad
The Marketing Lead's Weekly Reporting Metrics
| Metric | Tracked |
|---|---|
| Reel views and saves | Weekly |
| Profile visits from content | Weekly |
| DMs from sellers (after seller Reels) | Weekly, most important pre-launch signal |
| Buyer link-in-bio clicks | Weekly (via UTM) |
| Email open rate | Per send |
Pre-launch: DM rate is the most important metric, not follower count.