Why Social Media Toolkits are Taking Off in 2023

Managing your own social media can be challenging enough. But have you ever wondered how large companies manage to pump out pixel-perfect campaigns across multiple markets? The answer: social media toolkits.

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Welcome to the world of toolkits – a game-changing solution expert marketers use to craft and execute successful social media and other marketing strategies.


toolkit for Levi's Naomi campaign

Understanding Social Media Toolkits

Social media toolkits, akin to a modern-day press kit, are designed to help marketers create and execute effective campaigns across multiple markets. Toolkits feature a collection of resources that equip local and global teams with templates for posts, appropriate copy treatments, and various approved images and motion-based assets such as GIFs and MP4s.

As well as a host of creative assets, social media toolkits might also include a content calendar for planning purposes. This gives internal stakeholders, media partners, and external agencies guidance on best practices for this particular piece of social media marketing. The toolkit also provides scheduling options so your company can stay organized and up-to-date when posting online.


toolkit for adidas' Messi campaign
adidas Messi toolkit, implemented by IRON Creative.

Benefits of Social Media Toolkits

A comprehensive social media toolkit can effectively save time and give you the ability to amplify the success of your efforts across multiple markets. It helps you to create relevant content that meets your brand and campaign guidelines, optimizes performance on networks such as X (formerly Twitter), Instagram, and Facebook, and helps you to track results accurately. It also gives each region the versatility it needs to create market-appropriate content that still conforms to the overarching campaign objectives. In short, the resulting campaigns are scalable but sufficiently customizable.

Key Components of a Toolkit

In the ever-evolving world of social media, brands need to equip themselves with a comprehensive toolkit to navigate and leverage various platforms effectively. This toolkit is essential to maximize your brand’s online presence, engage with target audiences, and drive meaningful results. By incorporating these key elements into your social media strategy, you can establish a strong digital presence and stay ahead in an increasingly competitive landscape

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Content Strategy

Creating compelling and relevant content is the cornerstone of any successful social media presence. Develop a content strategy that aligns with your brand’s voice, values, and target audience. This should include a mix of engaging visuals, informative stories, videos, and interactive posts to capture users’ attention and encourage interaction.

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Social Media Channels

Identify the social media platforms that best suit your business goals and target audience. Whether it’s Facebook, Instagram, LinkedIn, X, or any of a host of other platforms, maintain an active presence to reach and engage with your audience. Tailor your content and messages to each platform, utilizing their unique features and audience preferences.

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Consistent Branding

Maintain a consistent brand image across all social media channels. Use the same logos, color schemes, and typefaces and manage your campaign like any other media outreach.

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Engaging Messaging

Compose posts that are catered to the specific goals of the campaign, and be sure that they engage with and inform your target audience. Capitalize on this compelling content with relevant hashtags that are likely to prove popular with this group.

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Standout Visuals

For most social platforms, visual assets are absolutely essential. Carefully curated visual elements such as images, videos, or infographics tailored to the project’s objectives must be incorporated into posts to maximize these campaigns’ efficacy.

Crafting Compelling Content

In order to make your social media posts truly stand out, you’ve got to dive deep into research to uncover the topics and social platforms that resonate with your target audience.

Contrary to popular belief, it’s not about channeling your creative genius to craft captivating content that grabs their attention—social media is more of a science than an art. You’ve got to constantly fine-tune and optimize your content through rigorous testing, ensuring that each post delivers the results you’re after.

Let each campaign teach you something about the types of content that resonate with your audiences. By constantly testing and learning, you can build on your basic knowledge of your audience’s preferences and, over time, remove the guesswork from what makes an appropriate social media strategy.

Writing Effective Sample Posts

When it comes to writing effective sample posts for a social media toolkit, you want to grab your audience’s attention, keep them engaged, and inspire them to take action. Here’s how to do it:

  1. Know Your Audience: Research your target audience thoroughly to understand their interests, needs, and preferences. This insight will help you create content that resonates with them.
  2. Craft Compelling Headlines: Start with attention-grabbing headlines that stop people from scrolling. Be bold, ask thought-provoking questions, or promise a benefit to pique their curiosity.
  3. Tell Stories: People connect with stories, so bring storytelling elements into your posts. Share relatable experiences, case studies, or customer testimonials that highlight the value of your products or services.
  4. Keep it Concise: Social media is all about short and impactful messages. Keep your written content brief and to the point. Use punchy sentences, bullet points, or emojis to make them visually appealing and easy to read.
  5. Add a Call-to-Action (CTA): Encourage your audience to take action by including a clear and direct CTA. Clearly communicate what action you want your audience to take. Use strong verbs and concise language to leave no room for ambiguity.
toolkit for Dockers
Dockers Made in USA toolkit, implemented by IRON Creative.

Designing Visual Assets

When designing visual assets for a social media toolkit, keep these simple guidelines in mind to ensure your visuals are eye-catching and effective:

  1. Consistent Branding: Maintain consistent branding across all visual assets. Use your brand or campaign colors, fonts, and logo to create a cohesive look and feel.
  2. Optimize Image Sizes: Each social media platform has its own recommended image sizes. Ensure your visuals are appropriately sized to fit each platform’s specifications, whether it’s a profile picture, cover photo, or post image.
  3. Use High-Quality Images: Use high-resolution, clear, crisp, and visually appealing images. Avoid pixelated or blurry visuals as they detract from your brand image.
  4. Emphasize Visual Hierarchy: Arrange visual elements such as text, images, and graphics in a way that guides the viewer’s eye. Use contrast, size, and placement to highlight important information and create a visual hierarchy.
  5. Incorporate Readable Typography: Choose legible fonts that align with your brand’s tone and personality. Use font sizes that are easily readable on various devices, ensuring your message is clear.
  6. Simplify and Declutter: Keep your visual assets clean and uncluttered. Avoid overcrowding visuals with too much extraneous information. And make sure the visual look and feel fits in with the social media platform each asset will be used on.

Developing a Robust Hashtag Strategy

A relevant hashtag strategy is crucial for maximizing the reach and engagement of your social media posts. Here’s an effective approach for incorporating hashtags into your social media toolkit:

  1. Research Industry-Related Hashtags: Identify relevant hashtags to your industry, niche, or target audience. Research popular hashtags used by influencers, competitors, or thought leaders in your space.
  2. Use Trending Hashtags: Keep an eye on trending topics and events that align with your brand. Incorporate relevant trending hashtags into your posts to increase visibility and join the conversation.
  3. Be Specific and Targeted: Use a mix of broad and specific hashtags to ensure your posts reach the right audience. Specific hashtags help you connect with users who are more likely to be interested in your content.
  4. Create Branded Hashtags: Develop unique hashtags that are specific to your brand. These hashtags can be used for campaigns, contests, or to aggregate user-generated content related to your brand.
  5. Keep Hashtags Concise: Use concise and easy-to-remember hashtags to increase usage and encourage users to participate. Avoid long and complicated hashtags that may be difficult to remember or type.
  6. Analyze Hashtag Performance: Look at engagement metrics such as likes, comments, shares, and reach to determine the impact of your hashtags. Use social media analytics tools to track the performance of specific hashtags over time and compare their effectiveness against one another. Analyzing hashtag performance lets you identify which hashtags resonate most with your audience, refine your targeting, and uncover opportunities for future campaigns and content.
  7. Be platform-specific: Understanding your followers’ tendencies and interests on each platform is the key to enhancing post performance by utilizing hashtags according to that network’s best practices. Staying within character limit limits, not including punctuation, and adding relevant tags will result in optimized content for social media success.

Scheduling and Timing

Scheduling and timing your social media posts is crucial for several reasons.

First, it helps you maintain a consistent presence on social media. By scheduling your posts in advance, you can ensure a steady flow of content and avoid gaps or periods of inactivity. Consistency is key to building brand awareness, keeping your audience engaged, and staying top of mind.

Second, timing your posts allows you to reach your target audience when they are most likely to be active and receptive. Different social media platforms have peak usage times, and understanding the behavior of your specific audience can help you optimize your posting schedule. By posting at the right times, you can increase visibility, engagement, and the likelihood of your content being seen and shared.

Third, scheduling posts in advance saves time and effort. With social media management tools, you can plan and schedule posts ahead of time, freeing up your schedule for other important tasks. This enables you to maintain a consistent presence without the need for constant manual posting.

Lastly, effective scheduling and timing can result in better engagement rates, increased website traffic, and improved overall social media performance. By analyzing data and monitoring the performance of your posts, you can refine your strategy and make data-driven decisions on the best times to reach your audience for maximum impact.

Monitoring and Measuring Success

Monitoring and measuring the success of social media posts is essential for assessing the effectiveness of your social media strategy and making informed decisions. You can gain insights into what content resonates with your audience and what drives meaningful results by tracking metrics such as engagement, reach, click-through rates, and conversions.

Monitoring social media posts allows you to identify which types of content perform best, which platforms are most effective for your brand, and even which specific times of day or week garner the highest engagement. This data-driven approach helps you optimize your social media efforts, refine your content strategy, and allocate resources more effectively. Moreover, by measuring the success of your posts, you can demonstrate the value and impact of your social media efforts to stakeholders and make informed decisions for future campaigns.

Building a Comprehensive Social Media Content Calendar

Building a comprehensive calendar for your social media toolkit involves careful planning and organization. Here are some simple steps you for creating an effective calendar:

  1. Define Your Goals and Audience: Start by determining your social media goals (e.g., brand awareness, lead generation, community engagement) and identifying your target audience.
  2. Select Relevant Platforms: Decide which social media platforms are most relevant to your brand and target audience. Consider factors such as user demographics, platform features, and the nature of your content.
  3. Plan Content Themes and Formats: Create content themes and formats that align with your goals and resonate with your audience. Consider a mix of promotional content, educational posts, industry news, user-generated content, and engaging visuals.
  4. Determine Posting Frequency: Establish a posting frequency that maintains consistency without overwhelming your audience. Consider factors such as platform algorithms, audience preferences, and available resources.
  5. Create a Content Calendar: Use a spreadsheet, project management tool, or social media management platform to create your calendar. Assign specific dates and times for each post, along with the corresponding content, captions, and any necessary visuals or links.
  6. Incorporate Important Dates and Holidays: Include significant dates, holidays, or events that might affect the performance of your campaign.

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Tools for Creating an Effective Content Calendar

When it comes to creating a social media calendar, there is a wide variety of digital tools available that can help streamline the process and make it more efficient. Some of the well-known ones include Hootsuite, Buffer, CoSchedule, Sprout Social, and Trello. Of course, a simple spreadsheet might suffice, too. Don’t get lost in the endless array of software options. Pick a tool that works for your organization, and get scheduling.


There’s no doubt that social media toolkits are gaining momentum. Toolkits allow brands to save time, optimize their campaigns, and build brand consistency at massive scale. If you’d like to find out more about how we build toolkits for some of the world’s most effective marketers, drop us a line.

Noah Rolland

"IRON Creative consistently delivers innovation, strategic leadership, and peerless execution at an impressive scale."

Noah Rolland – Former VP of Strategy & Innovation at TRX

Let’s Talk

Large brands have woken up to the potential of toolkits to drive unparalleled growth in their businesses. Whether you’re new to the idea of toolkits or looking for a new partner to help implement your existing plans, we’re confident we can help.

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