The most common request we get is “post more”. The most useful thing we do is usually the opposite: post less, with a plan. Here is the structure we use when we build a calendar for a brand in Jordan.
Four roles for every post
Every post should do one job: sell something, teach something, show the people behind the brand, or join a conversation already happening. A healthy month has all four. A feed that only sells gets skipped; a feed that only entertains never pays for itself.
Respect the local week
Weekends are Friday and Saturday, evenings start late, and Ramadan changes everything for a month. Plan around the calendar people actually live by, including school terms and the summer travel season, rather than a template built for another market.
Leave empty slots on purpose
Keep roughly a fifth of the calendar open for things that happen: a match result, weather, a trending sound, a client win. Brands that can react within a day feel alive. Brands locked into a fully pre-approved month feel like adverts.
Write Arabic first when the audience is Arabic
Captions translated from English read like translations. If most of the audience is Arabic speaking, write the Arabic version first and adapt the English, not the other way round. The difference shows up in comments and shares.
Review the calendar monthly against what actually performed, drop what did not work, and keep the format simple enough that the whole team can read it in two minutes.
