Sofia Hernandez

Two-week 60/20/20 content calendar for a small brand

Plans two weeks of social posts split 60% value, 20% community, 20% promotion, built from your customers' real questions, with a shot list.

At a glance

Best for: Owners of local or small online businesses who post inconsistently and want a two-week plan they can shoot in one afternoon.
Tested on: Claude · Opus 5.5
You fill in: businessplatformsposts_per_weekcustomer_questionsstart_date
You get: Day Platform Bucket Format Hook What it covers CTA Mon Oct 5 IG + TikTok Value Short video "Don't know the name of the cut? Say these three things."… (full result below)

social-media

content-creation

marketing

Prompt

Plan two weeks of social posts for {{business}} on {{platforms}}. I can realistically publish {{posts_per_week}} posts a week.

Use a 60/20/20 split:

• 60% value: teaches, helps or entertains my audience, with no pitch

• 20% community or behind the scenes: people, process, customers (with their permission), opinions

• 20% promotion: a direct ask to buy, book or sign up

Output a table with columns: Day | Platform | Bucket | Format | Hook (the first line, written out) | What it covers | CTA.

Base the value posts on these real questions my customers ask: {{customer_questions}}

Then:

1. Show the count per bucket so I can see the split holds.

1. Mark the one post you'd put paid money behind, and why.

1. List everything I need to shoot, collect or get permission for this week to make the calendar possible.

Don't build posts around holidays or trends unless they fall in the two weeks starting {{start_date}}, and only if they connect to what I sell.

Fill in

{{business}}: What the business is and sellse.g. a two-chair barbershop in Columbus, Ohio, that also sells its own beard oil
{{platforms}}: Where you poste.g. Instagram and TikTok
{{posts_per_week}}: How many posts you can actually makee.g. 5
{{customer_questions}}: Questions customers really ask youe.g. how often should I get a fade touched up; why does my beard itch in winter
{{start_date}}: First day of the two weekse.g. Monday, October 5, 2026

Example input

business: a two-chair barbershop in Columbus, Ohio, that also sells its own beard oil
platforms: Instagram and TikTok
posts_per_week: 5
customer_questions: how often should I get a fade touched up; why does my beard itch in winter; can you cut curly hair short without it puffing up; is beard oil just for long beards; what should I ask for if I don't know the name of the cut
start_date: Monday, October 5, 2026

1.5k0

Generated Outputs (1)

3 hours ago

Claude

Opus 5.5

3 hours ago

Generated Output

| Day | Platform | Bucket | Format | Hook | What it covers | CTA |
|---|---|---|---|---|---|---|
| Mon Oct 5 | IG + TikTok | Value | Short video | "Don't know the name of the cut? Say these three things." | Length on the sides (guard number), how it blends, how much to leave on top | Save it for your next cut |
| Tue Oct 6 | IG | Value | Carousel | "How often a fade actually needs a touch-up" | Skin fade vs. low taper vs. longer fades, in weeks | Comment which one you get |
| Wed Oct 7 | IG + TikTok | Community | Short video | "Meet the other chair." | 20-second intro to your second barber: how they started, their go-to cut | Say hi in the comments |
| Thu Oct 8 | IG + TikTok | Value | Short video | "Why your beard itches more once it gets cold" | Dry indoor heat and dry skin under the beard; gentler washing | Part 2 next Wednesday |
| Fri Oct 9 | IG + TikTok | Promo | Short video | "Saturday's filling up." | Open Saturday slots, shown on screen | Book through the link in bio |
| Mon Oct 12 | IG + TikTok | Value | Short video | "Short curly hair doesn't have to puff up." | Why taking out too much bulk makes curls pop out; what to ask for instead | Send it to someone with curls |
| Tue Oct 13 | IG | Value | Carousel | "Beard oil isn't just for long beards" | What oil does for stubble and short beards; how many drops per length | Save |
| Wed Oct 14 | IG + TikTok | Value | Short video | "Part 2: getting oil to the skin, not just the hair" | 20-second application demo on a short beard | Follow for more |
| Thu Oct 15 | IG + TikTok | Community | Photo + short clip | "Twelve years in this chair." (use your regular's real detail) | A regular's cut and his story, with permission | Want to be featured? Tell us |
| Fri Oct 16 | IG + TikTok | Promo | Short video | "Our beard oil, and who it's for." | Your oil, price, where to buy it | Buy in the shop or link in bio |

1. Count: Value 6, Community 2, Promo 2. That's 60/20/20 across 10 posts.

2. Put money behind: Thursday October 8, the winter itch video. It's seasonal, answers a real customer question, and sets up the beard oil promo. Boost it to men within a few miles of the shop, then show the October 16 post to people who watched it.

3. Get this week:

• Permission (written or DM) from one curly-haired client and one regular, before filming.

• A 20-second intro clip of your second barber.

• Close-ups of oil going on a short beard.

• Before-and-after of a curly cut.

• Saturday's open slots, by October 8.

• Photos of the oil bottle and price.

Monday October 12 is Columbus Day / Indigenous Peoples' Day; I skipped it because it doesn't connect to what you sell.

Why it works

The 60/20/20 split is defined in the prompt, not assumed, so "value" can't quietly include a sales pitch. Feeding in real customer questions means the value posts answer things people already search for rather than generic tips. Asking for the hook written out gets you the hardest line done, not a topic label. The count per bucket is a built-in check that the model kept the split. The shot list and permissions step turns a calendar into something you can execute, and the holiday rule stops filler like "Happy National Coffee Day" posts.

When not to use it

Not a strategy for growing from zero on a new platform, where format experiments matter more than a fixed split. The model can't see what's performing on your account, so after two weeks feed it your top and bottom three posts and plan the next round from real data. Businesses with long sales cycles may need a different ratio.

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