Module 21

Brand and social presence

7 lessons, 23 stepsOne instruction at a time, each with the result to expect. Tick steps as you go; Helix remembers.

Outcome: your Instagram, TikTok and Facebook profiles look like a brand people can trust and match what your ads promise. They turn curious ad viewers into followers, subscribers and buyers. You have a posting schedule you can keep and a simple way to reach more people for free.

Related: Module 4 Brand, content and community, Module 19 Creators, UGC and video ads, Module 11 List and audience growth, SOP 16 Customer research and reviews

In plain words

Stage: Attract (get seen by people who want what you sell). Every lesson below is tagged with its stage; see Attract, Convert, Grow.

What it is: How to make your social profiles look trustworthy and match your ads.

Why it matters: People check your profile before they buy. A good one turns ad viewers into followers and buyers.

Do this:

  1. Make your bio say who you help and link to your best page.
  2. Pin 3 posts: your best product, real reviews and your story.
  3. Post on a schedule you can keep.

Words to know:

  • Organic: Unpaid: posts, search results and word of mouth that you do not pay to show.
  • UGC: Photos and videos made by real customers or creators instead of the brand.

All words are explained in the glossary.

Lesson 21.1: Why your profile is part of every adAttract

In short

Many people who see an ad do not click it.

Do this now

Step 1: Open your Instagram, TikTok and Facebook profiles on your phone as a stranger would.

Why this matters

Many people who see an ad do not click it. They tap your name to check you out first. If they find three old posts, no reviews and a broken link, they leave. A strong profile makes every ad dollar work harder, for free.

Step 1 of 30 of 3 done

Open your Instagram, TikTok and Facebook profiles on your phone as a stranger would. Log out or use a private window.

Expected result

You see each profile the way an ad viewer does.

Tips

Lesson 21.2: Profile checklist (Instagram, TikTok, Facebook)Attract

In short

A profile is a mini landing page .

Do this now

Step 1: Go through every row of the checklist in the table below on Instagram.

Why this matters

A profile is a mini landing page. Fourteen checks on each platform make sure it builds trust and matches what your ads promise.

Step 1 of 30 of 3 done

Go through every row of the checklist in the table below on Instagram.

Expected result

Each Instagram item is ticked or fixed.

Tips

Good to know

Item What good looks like
Handle and name The same handle on every platform. The name field includes a word people search ("Linen clothing for hot summers"), not just the brand.
Profile photo Your logo or brand mark, readable at a tiny size, the same on every platform.
Bio, line 1 What you sell and who it is for.
Bio, line 2 Your proof or what makes you different (rating, number of customers, where it is made, guarantee).
Bio, line 3 A reason to tap now (new release, free shipping amount, gift guide).
Link Goes to a fast mobile page with 3 to 5 clear options: best sellers, new arrivals, offer sign-up, reviews. Add UTM tags so you can track visits.
Category and contact A business account with a category, email and shop buttons turned on.
Shop Product catalog connected so you can tag products in posts (where available).
Highlights (Instagram) 4 to 7 saved story groups with simple matching covers: Reviews, Best sellers, How to use, Shipping and returns, Behind the scenes, Press, FAQ.
Pinned posts 3 pinned: your best-performing product video, your strongest proof (reviews or a customer story), and your brand story or current offer.
Recent posts Something posted in the last 7 days. No gaps of months.
Comments Replied to within a day. Answer questions publicly so others see the answer.
Facebook page Same bio and link, a current cover image, reviews managed, and the page connected to your ad account.
TikTok Bio link turned on where your account allows it (often after about 1,000 followers, sometimes sooner for business accounts; if Edit profile has no website box, you do not qualify yet), playlists for series, pinned videos.

Lesson 21.4: Posting cadence you can keepAttract

In short

Cadence means how often you post.

Do this now

Step 1: Pick the cadence in the table below that matches your stage.

Why this matters

Cadence means how often you post. Being steady beats posting a lot, and batching makes it easy to keep up for 12 weeks.

Step 1 of 30 of 3 done

Pick the cadence in the table below that matches your stage.

Expected result

You have a weekly posting target per platform.

Good to know

Stage Instagram TikTok Facebook Stories
Just starting 3 posts a week 3 to 5 a week Share your Instagram posts Most days
Growing 4 to 5 a week (mostly Reels) 1 a day 3 a week Every day
Established Every day 1 to 3 a day Every day Every day, plus a broadcast channel

Lesson 21.5: Growing organic reachAttract

In short

Organic reach means people who see your posts without you paying.

Do this now

Step 1: On Instagram, post a trial reel so non-followers see it first.

Why this matters

Organic reach means people who see your posts without you paying. Seven tactics grow it, from trial reels to replying fast.

Step 1 of 50 of 5 done

On Instagram, post a trial reel so non-followers see it first. Check results after 24 hours and share winners with your followers.

Expected result

You test hooks without cluttering your feed.

Tips

Lesson 21.6: Social proof and reviews on socialConvert

In short

Social proof on social media turns curious visitors into buyers.

Do this now

Step 1: Turn your best reviews into an Instagram highlight, a carousel and a video where you read them out.

Why this matters

Social proof on social media turns curious visitors into buyers. Reviews, customer posts and kind replies to complaints all count.

Step 1 of 30 of 3 done

Turn your best reviews into an Instagram highlight, a carousel and a video where you read them out.

Expected result

Reviews are visible on your profile.

Tips

Lesson 21.8: Social shopsAttract

In short

Social shops let people browse your products inside the app.

Do this now

Step 1: Connect a clean catalog with one price per product and correct stock levels.

Why this matters

Social shops let people browse your products inside the app. Since 2025, Facebook and Instagram shops send buyers to your website to pay. TikTok Shop keeps checkout in the app, but only in some countries. See also Lessons 12.6 and 12.10.

Step 1 of 30 of 3 done

Connect a clean catalog with one price per product and correct stock levels.

Expected result

The shop catalog matches your store.

Lesson 21.9: The social presence audit (what to check)Attract

In short

Some buyers come to check out your profile.

Do this now

Step 1: Read the checks in the table below.

Why this matters

Some buyers come to check out your profile. If it is out of date or does not match your ads, you lose them. Helix does not check your social profiles yet, so this table is your own 10-minute check.

Step 1 of 30 of 3 done

Read the checks in the table below.

Expected result

You know what to look at.

Good to know

Check Fails when
Bio says what you sell No product or category word in the name or bio
Link works on mobile The link is missing, broken or slow, or goes to a general home page with no UTM tags
Recent activity No post in the last 14 days
How often you post Fewer than 2 posts a week over the last 4 weeks
Highlights Fewer than 3, or no reviews or shipping highlight
Pinned posts None pinned, or pinned posts older than 6 months
Social proof No review or customer content in the last 10 posts
Matches your ads Products or offers in your live ads are not visible on the profile
Comment care Questions left unanswered for more than 48 hours
Same name everywhere Different handles or names across platforms
Shop Catalog connected but no products tagged in posts, or the shop rating is dropping

Self-check

  1. What three jobs does a profile do?
  2. What should your three pinned posts be?
  3. Why say your keywords out loud in videos?
  4. Your ad promotes a bundle that is nowhere on your profile. Why does it matter?
Answers
  1. Prove you are real, show what you sell, give the next step.
  2. Your best-performing product video, your strongest proof, and your brand story or current offer.
  3. Platforms read speech, captions and on-screen text for social search and recommendations.
  4. Many people check your profile before buying. A mismatch lowers trust and sales.

Words to know in this module

UGC
Photos and videos made by real customers or creators instead of the brand.
Organic
Unpaid: posts, search results and word of mouth that you do not pay to show.
Landing page
The page someone lands on after clicking an ad.
UTM
Tags added to the end of a link so your analytics can tell which ad or email a visitor came from.
Partnership ad
An ad that uses a creator's post or handle, so people see their name with yours. TikTok calls these Spark Ads.
Bundle
Two or more products sold together, often with a small saving.
All words to know