The work

This is what we actually publish.

Before any numbers, look at the work itself. Every one of these ran on a live client account. As you go through them, read the idea, not just the design.

TACT
Egyptian-made interactive screen: The campaign focused on it being made here, and that's what made the difference.
See the work
rawa
A plant-based drinks brand. The whole campaign was built on one assumed challenge: who said milk has to come from a cow?
See the work
Dr. Ghada Yousry, Pediatric Eye Medicine and Surgery
A campaign about kids who face bullying because of strabismus, in their own voice: I don't want to go to school. Not a single word about the surgery.
See the work
Premium Beauty
Posts for a skincare brand: Every post starts from the customer's results, not from the product name.
See the work
Tariq Al-Shifa Center for Psychiatry and Addiction Treatment
The campaign was written in the voice of the parents, not the clinic: Mom, I'm not weak, I'm sick and I need treatment.
See the work
Elmasrya Office Furniture
Every post sells a benefit, not a product: the chair has become six hours of comfort, and the desk has become a reflection of your personality.
See the work

Each one links through to its full project on Behance. No mockups, no portfolio exercises.

See all the workMore work onInstagram Facebook

Voice

The question everyone asks: will it sound like us, or embarrass us?

Most agency content reads like agency content. The difference is not the design, it is the first sentence. Here is the same message written two ways: the way it usually goes out, and the way we write it.

A dental clinic announcing a service

The way it usually goes out

We are proud to offer the latest in cosmetic dentistry, delivered by an elite team of specialists. High quality at competitive prices. Book your appointment now!

The way we write it

Do you hide your smile in photographs? There is a difference between fixing one tooth and rebuilding the whole smile. That difference is called Smile Design, and it starts with a consultation that tells you whether you need it at all.

The difference

The first talks about the clinic. The second starts inside a moment the reader actually has, and leaves them with something useful even if they never book. What stops a scroll is the first sentence, not the logo.

A B2B company posting a case study

The way it usually goes out

We are delighted to announce the successful completion of another project for one of our valued clients, reflecting our commitment to delivering the best solutions.

The way we write it

A client was paying 40,000 a month for a system they used three features of. We moved them and it came down to 12,000. The interesting part is not the number, it is how we worked out they only used three.

The difference

The first contains nothing anyone can use. The second has a figure, a situation, and an open question. B2B buyers read to learn, not to congratulate you.

Diagnosis

You post every day, and still nobody cares.

Everyone whose page is not bringing anything in says the same line: we post every day. That is usually true, and effort is not what is missing. The effort all goes into how many posts go out, while the platform and the audience are judging something else entirely.

Organic reach is gone
Platforms now distribute by interest, not by follower list. The 30,000 followers you have are not seeing you. An account with 11,000 followers reaching 264 people is not an anomaly; it is the default when the content does not stop anyone. Followers became an outcome, not a channel.
The content talks about you
Most commercial content says: here is who we are, here is our product, here is our offer. Nobody is looking for that. They are looking for something that solves a problem or is worth stopping a scroll for. The distance between those two is the distance between 70 interactions and 5,700.
Messages fall through
The weakest link in social across this market is not the content, it is the reply. Someone messages at 8pm, hears back at noon the next day, and has already bought from somebody else. The conversation is where the selling actually happens, and most pages leave it unowned.
You measure what soothes, not what sells
Likes, followers, and impressions are numbers that make you feel busy. Messages, calls, and orders are numbers that make payroll. If your monthly report is full of the first kind, you do not know what you are buying.

The rhythm

How a month runs

Social is not a project that finishes, it is a cycle that repeats every month. Here is what a month actually looks like, so you know when you are needed and for how long.

Last 5 days of the previous month
The plan
We send next month's plan: the ideas, the angles, and what publishes when. You see it before anything is produced.
OwnerWe write it, you approve
Week 1
Approval
You review the plan and come back with notes. Waiting on approval is the single biggest source of delay, so we set a clear deadline and hold to it.
OwnerYou, within 48 hours
Weeks 1 and 2
Production
We write, design, and prepare the video scripts. If there is a shoot, its date is set here against the separate quote.
OwnerUs
Throughout the month
Publishing and monitoring
We publish at your audience's hours and watch each post. What performs gets expanded within the same month, not the next one.
OwnerUs
First 3 days of the new month
Report and call
A report separating Organic from Paid, and a call where we review the numbers and decide next month against them.
OwnerWe write it, we review it together

Total time this asks of you: roughly an hour a month. Reviewing the plan, and the review call.

Responsibilities

Who does what

What breaks an agency relationship is rarely the price. It is a boundary nobody agreed to in writing. So we write it here, before the contract rather than after it.

Ours

Included in the monthly fee

Strategy, the angle, and the content pillars
Writing all content and video scripts
Design and the account's visual system
Publishing and scheduling at your audience's hours
Reading performance and expanding what works
The monthly report and review call

Yours

We do not do these, deliberately

Replying to your customers' messages and comments
Approving the month's plan within 48 hours
Product information, pricing, and availability
Filming, or approving the separate quote for it
Ad budget, and managing it is a separate service

Results

Two accounts that had stalled completely, restarted.

The screenshots below come straight out of Meta Business Suite with their date ranges intact. Both were accounts in steep decline before we took them on, not good accounts made better.

Page names and profile images are withheld under our agreements with these clients. The figures and dates are untouched, and we will open the accounts live in front of you if you want to verify them.

We separate organic from paid in every figure we publish. An agency that shows you one reach number without saying where it came from is hiding the thing that matters most: was that content, or was that budget?

Boundaries

Things we will not do, and why

This market runs on easy promises. The fastest way to understand how we work is to hear what we refuse to do.

We do not answer your customers' messages and comments
Why
This is not a gap in what we offer, it is something you do better than we can. Someone asking about a price, a lead time, or their own case needs an answer from a person who can say yes or no without checking with anyone. Our job is to make the conversations arrive and tell you where each one came from. Everything after that, you are faster at.
We do not buy followers or engagement
Why
A fake follower drags your engagement rate down, the platform reads that rate, and it shows you to fewer people. You end up paying to reach less. And any customer who reads the comments can tell.
We do not commit to a post count for its own sake
Why
Thirty weak posts a month hurt you more than eight strong ones. The platform scores the account as a whole, so content nobody stops on drags the rest of your content down with it.
We do not copy competitors' content
Why
If your content looks like theirs, the audience picks whoever is cheaper or better known. Copying puts you into a comparison you have already lost.
We do not publish AI content unreviewed
Why
We use AI in the workflow, but what goes out is written and reviewed by people who know the market. Generated copy reads as generated, and this audience spots it quickly.
We do not blend organic and paid in reporting
Why
Show you a single reach figure with no breakdown and you will believe the content is working when what is working is your ad budget. That separation is what lets you decide where to invest more.

Questions

What people ask before we start

These are complete answers, not headlines. If your question is not here, ask us and you will get the same directness.

What exactly does the service include?

Four stages, each building on the one before. First, Positioning: audience and competitor analysis, a defined angle for the brand, tone of voice, content pillars, and a consistent visual guide. Second, Content: a monthly plan, post copy and reel scripts, design, and shoot-ready video scripts (the filming and editing themselves are quoted separately). Third, Distribution: a posting schedule built on your audience's hours, per-platform optimization, paid support behind content that has proven itself, and testing on hooks and covers. Fourth, Conversion: the path from content to WhatsApp or DM, source tracking on every conversation, and a monthly report that measures conversations rather than likes. Answering the messages is not part of the service, and there is a question below explaining why. The approximate monthly output is listed in full in the deliverables section above.

Are filming and editing included in the price?

No. Filming and editing are quoted separately as their own piece of work, because their cost varies enormously with shoot days, equipment, location, and how many videos you need and how long they run. Folding them into a fixed monthly fee would overcharge whoever needs one video and underserve whoever needs ten. What the monthly retainer includes is shoot-ready video scripts: the idea, the hook for the first three seconds, the full script, and shot descriptions. You can film them yourself or take a quote from us for filming and editing. In many cases we start with footage shot on your own phone, which works extremely well for reels because audiences trust something that looks real more than something that looks like an advert.

Are paid ads included?

Ad management is a separate service. What is included in social is Paid boost only: a limited budget behind content that has already proven itself organically. That is a different thing entirely from full performance campaigns. If you need those, we run them as a separate service on a percentage of ad spend, with the spend and the reporting fully open to you: you see where every pound went and what it returned, not one total at the end of the month.

Which platforms do you work on?

We choose platforms based on your audience, not on covering the most ground. In this market Facebook is still the strongest platform for local commerce and services, Instagram is strongest for products that sell on how they look such as fashion, beauty, and restaurants, TikTok is strongest for fast reach to a younger audience, and LinkedIn for B2B. We would rather start with one or two platforms done properly than five done thinly, because a weak presence on a platform is worse than no presence at all.

Who answers the messages and comments?

You do, and that is a deliberate choice rather than a shortfall. The person messaging you is asking about a price, availability, or something specific to their own case, and answering that well takes someone who knows the service from the inside and can say yes or no. An agency answering on your behalf does one of two things: it sends generic replies your customer can feel are not from you, or it comes back to ask you about every message, so the reply lands later than if you had simply written it. Our job is to make the conversations arrive and to tell you which post each one came from, so you know what is working. If you want a view on how to organize replies on your side we will give you one at no charge, but the doing stays with you.

Do you guarantee a follower count or engagement rate?

No. Follower count is an outcome, not a target, and anyone guaranteeing you a number is either buying them or running a cheap follower campaign that brings accounts which will never purchase from you. Worse, fake followers drag down your engagement rate, the platform reads that rate, and it distributes you to fewer people, so you pay to reach less. What we do guarantee: a clear plan reviewed with you before execution, delivery on schedule, and a report that separates organic from paid so you know exactly what is working.

What do you need from me to start?

Four things. Access to your pages and Meta Business Suite, and if it is not set up properly we will set it up. Information about your product, pricing, and the offers you run. One person on your side who can approve content, because waiting on approvals is the single biggest cause of delay in social work. And any raw material you already have: product photos, video, or even phone footage from the working day.

How much does it cost?

Cost depends on how many platforms, the monthly content volume, and how many video scripts you need. We do not publish a fixed price because a number without knowing your situation is a guess. What we do: a free review of your accounts within 48 hours, then a clear price range tied to a defined scope with deliverables specified by count. The review carries no obligation, and the report is yours to keep whether or not we work together.

Next step

Start by finding out where your account actually stands

We will not sell you a plan before seeing the accounts. Send us the link and we will run a full review and send it back within 48 hours.

A read of your account's real numbers: reach, engagement, and where they came from
The top five things holding your reach back right now, prioritized
A quick comparison against your closest competitors on the same platform
Our view on which platforms deserve your time and which do not

What happens after you send it

Right away
You get a confirmation email listing exactly what we will look at, so you know what you are waiting for.
Within 48 hours
We send a review with the top five things holding your reach back right now, ordered by priority, plus a quick comparison against your closest competitors on the same platform.
After that
If you want it, a 20-minute call where we walk you through the review and answer questions. If you do not, keep the report and that is that. We do not call unless you ask us to.