Content Calendar Photography

Browns – Social Media Content Calendar (September 2016)


For my class ‘Technical Skills for Social Media (SMD104)‘, I was given the task to create a one-week social media calendar for the Montreal-based fashion footwear retailer, Browns Shoes. All the visuals are from my personal creation.

Facebook & Twitter Post

Instagram Post

Content Calendar

Click on ‘View Fullscreen’ for better readability.

Strategic Insight

The idea for this Back To School campaign is for women to enjoy the back to school season and treat themselves with a new pair of shoes for each occasion. The pictures on Facebook & Twitter are quite similar, only the dimensions are different to respond to the very specific criteria of each platform. Facebook is by far the most engaging social platform (63%). Instagram (27%) and Twitter (22%) are close behind the giant Facebook.


  • Facebook Page: 25,028 followers.
  • Twitter account: 2,043 followers.
  • Instagram account: 11.4k followers.

On Facebook, 75% of the users are between the age of 18 and 54. Facebook has 77% female active users and 66% male active users. On Twitter, 80% of the users are between the age of 18 and 54. Twitter seems to have more active male users (25%) than female users (21%) but the difference is slim. On Instagram, 83% of the users are between the age of 18 and 54. Instagram is more a female platform with 31% active users and 24% for male active users.

To evaluate the better day and time to post on each platform, I followed CoSchedule Blog advices.


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