Estrategia de Redes Sociales
Guía de contenido, tono y calendario por plataforma.
Fuego Social — Social Media Strategy
1. Brand Voice
Personality: Direct, warm, culturally proud. Never corporate.
Tone: Like a good asador — confident, generous, doesn't over-explain.
Never: Emojis, excessive punctuation, motivational quotes, "We're excited to announce".
Always: Real stories, real fire, real people.
2. Platform Strategy
Instagram — PRIMARY
Goal: Visual brand, host stories, listing discovery
Format: Carousels (education), Reels (15-30s behind-the-scenes), Stories (daily)
Cadence: 4x/week feed + daily stories
Handle: @fuegosocial
Content pillars:
- El fuego — fire photography, grill shots, smoke, embers (aesthetic)
- Los anfitriones — host profiles, their story, their cut of meat
- Los invitados — guest experiences, first-timers, foreigners at asados
- La cultura — Argentine asado culture, rituals, cuts, wood types
- Producto — new listings, cities, features
TikTok — GROWTH ENGINE
Goal: Reach non-Argentine audience, viral discovery
Format: 30-60s videos — "POV: you booked a seat at a stranger's asado in BA"
Cadence: Daily
Angle: Foreigners discovering asado culture for the first time
LinkedIn — B2B / Investor / Press
Goal: Startup credibility, host acquisition, press
Format: Founder story posts, milestone posts, market insight
Cadence: 2x/week
Tone: Professional but human. Data + story.
X (Twitter) — Community
Goal: Engage food/startup community
Cadence: 3-5x/week
Format: Short observations, Argentine food culture takes, RT press
3. Content Calendar Template
| Day | Platform | Pillar | Format |
|---|---|---|---|
| Monday | El fuego | Carousel — "5 cortes que todo anfitrión debe dominar" |
| Tuesday | TikTok | Los invitados | Reel — foreigner reaction |
| Wednesday | Producto | Post — milestone or insight |
| Thursday | Los anfitriones | Host profile story |
| Friday | TikTok | La cultura | "Did you know?" asado fact |
| Saturday | El fuego | Atmospheric fire photo |
| Sunday | Los invitados | Guest review / testimonial |
4. Launch Campaign
Name: "El primer fuego"
Duration: 4 weeks
Goal: 50 host sign-ups, 200 follower base on IG
Week 1 — Teaser:
"Algo está prendiendo fuego en Buenos Aires." No product, just fire visuals.
Week 2 — Problem:
"¿Cuántas veces quisiste estar en un asado y no había lugar?" User-pain posts.
Week 3 — Solution:
"Hay un lugar para vos." Product reveal + first listings.
Week 4 — Community:
First hosts profiled. First guest stories. Social proof engine starts.
5. Influencer / Creator Strategy
Tier 1 — Food creators (LATAM)
- Argentine food accounts with 50k-500k followers
- Offer: early host status, featured profile, rev share on referrals
Tier 2 — Travel creators
- "Buenos Aires hidden gems" type content
- Angle: "I booked a seat at a stranger's asado and it was the best meal of my life"
Tier 3 — Micro-influencers
- Local Buenos Aires foodies (5k-20k)
- Higher authenticity, lower cost
- Offer: free seat at a premium listing
6. Paid Social (Phase 2)
Facebook/Instagram Ads
- Target: Buenos Aires 25-45, food interest, travel interest
- Creative: Video of fire + "Encontrá tu asado"
- CTA: Download app / Book a seat
TikTok Ads
- Target: 20-35, Argentina + diaspora cities (Madrid, Miami, NYC)
- Creative: UGC-style, first-person foreigner experience
Budget allocation (Month 4+):
60% Instagram, 30% TikTok, 10% LinkedIn (host acquisition)
7. Metrics & KPIs
| Metric | Month 1 | Month 3 | Month 6 |
|---|---|---|---|
| Instagram followers | 500 | 3,000 | 10,000 |
| TikTok followers | 200 | 5,000 | 25,000 |
| Avg reach/post (IG) | 200 | 1,500 | 8,000 |
| Leads from social | 10 | 80 | 400 |
| Host sign-ups from social | 5 | 30 | 150 |
*Last updated: 2026-04-27*
*Owner: Fuego Social marketing team*