How to Scale a Content Production Campaign

Brian Powers
Brian Powers

Has your company created a new content campaign from scratch? Social media campaigns are definitely not something you can just set and forget and scaling a content production campaign is often an essential part of continued growth 

As time goes by, it’s essential to not only continue monitoring your activities and performance, and adjust your strategy accordingly, it's also important to know how you can scale content production  efforts up or down as needed. 

Planning for content scaling 

Every post for any social media page serves a specific purpose and can play a role in a larger campaign. 

Depending on the size of your enterprise, your product offerings, or corporate style, multiple campaigns can be run simultaneously.  

Scaling up your social media marketing efforts and creating more campaigns comes with unique challenges, but the process stays more or less the same. Each time a new campaign is created, the original drawing board needs to be revisited. 

The biggest challenge the team will face is effective and efficient coordination between teams. 

As an example: 

A protein bar company that recently released a new nutrition bar for men is also trying to promote its herbal supplements for women. Unfortunately, due to slow government approval processes, currently they are only able to market their supplements in select countries. 

To handle this and scale their content production campaign, the social media team doubles in size to allow a new group to focus on the herbal supplement project. This second team needs to focus on a new demographic group as well as a new target region that requires multilingual content and community support 

Now both the protein bar and herbal supplement teams need to work together to optimize their content publishing activities around one another, as well as try to find ways in which they can work together for mutual gain. 

A well-made schedule will ensure that no single team's content is interfering with the other's. The schedule can be adjusted to accommodate everyone. 

Ways to do this: 

  1. Appoint team leaders for regular and straightforward inter-team communications. 

  2. Hold regular sessions between teams. 

  3. Make sure that all work and scheduling is performed in a single space or with a single tool. 

  4. Use geotargeting. 

  5. Use data segmentation to keep followers and user data separated, but easily available for comparison.


Making sure that the people in charge of these projects are in regular contact with one another is important for ensuring that everyone is able to stay on task and that there are no conflicts. 

Meetings between the groups allow each team to keep up with the other's activities and communicate their plans, successes, and difficulties. 


Using a single tool to manage all scheduling puts both teams' content in an open place. This improves transparency and helps keep tasks separated and orderly.

Geotargeting is the process of selecting only certain regions for publication. For instance, the herbal supplement team can use this technique to focus its posts only on the countries in which it is allowed to market them, while excluding others. 

Many scheduling and publishing tools, such as Facelift Cloud, include features that allow users to segment their data. This also keeps community inboxes separated and analytics for each campaign differentiated and easy to follow. 

Adjust your campaign accordingly! 

It’s hard to know for certain what people will and will not react to online. Your business’s social media campaign never really finishes. As time goes by, certain things will come into focus, and changes will have to be made accordingly. 

It is almost inevitable that some social media platforms will outperform others. As you continue to publish content, take advantage of your metrics to try to see where the weak points are, and devise a list of tweaks with which you can try experimenting. 

Experimentation is key to keeping a campaign optimized and moving forward. Experimentation factors can include, but are not limited to: 

Macro adjustments 

  • Using different social media platforms 

  • Posting diverse types of content 

  • Geotargeting 

Granular adjustments 

  • Color schemes 

  • Publication times 

  • Age, education, or income demographics 

  • Affinity categories 

A/B testing is the process of taking a meaningful selection of your target marketaround 20%, for example, and splitting it into two groups of 10% each. 

screen_illusEach half receives a variation of an experimental metric. A high-end jeweler looking to sell more necklaces could run a test that aims certain posts at followers between the ages of 30 and 39 (Category A) and 40 and 49 (Category B). The goal of the experiment is to determine which age group buys more necklaces due to social media influence.

After that experimental campaign concludes, the jeweler determines that Category B performs betterThe company then adjusts its marketing efforts to capitalize on this demographic at a larger scale. 


Due to the whimsical nature of social media, these tests are essential, and can become extremely granular in their focus. Because these platforms are always changing, innovation and awareness in your team will be an ongoing process. 


read-more-iconTo read more about how to scale your content production campaign from scratch, please download our complete PDF guide here. 


Brian Powers
Brian Powers

More about the author:

A New Yorker in Hamburg, Brian is facelift's content marketing manager. With over a decade of experience in content and social, he is responsible for creating much of facelift's English digital content, in particular the facelift blog, guides and downloads, as well as the writer and co-director of facelift's YouTube series "The Socials".