A SOCIAL MEDIA PRESENTATION FOR
Some venues are built through marketing.
Others become institutions despite it.
Flying Colours is a West End temple. It isn't missing customers, it's missing a narrative.
It has earned loyalty, built a reputation and become one of those places people tell their friends about. But when people discover Flying Colours online, that feeling doesn't quite translate.
Our job isn't to create a new identity. It's to reveal the one that's already there. To capture and document the people, the rituals and the culture that make Flying Colours what it is, so the story online feels as considered as the one lived inside.
Our content audit
12k
followers
4,416
posts
40
posts per month
0
Avg comments
The single highest-performing post in the sample was a reel by a customer with 19 comments and 8 reshares. Every graphic poster posted by the account had zero comments. The content mix is back-to-front.
Problems in plain terms
01
Posting too much
40 posts/month floods follower feeds and dilutes each post's reach. The algorithm rewards engagement rate, not volume.
02
Wrong format mix
40% graphic posters, 10% reels. The data says it should be the opposite. Reels get 3–5x the reach of static images.
03
No conversation triggers
Posters are one-way broadcasts. Nobody comments on a DJ poster. Posts need a reason to respond.
04
Missing discovery signals
No location tags or search keywords visible in captions. Instagram now indexes caption text, West End Brisbane isn't being capitalised on.
The Strategy
Post less. Make it move. Give people something to respond to.
Now
• 40 posts per month
• 40% Graphic Posters
• 10% Reels
• 0 comments avg on most posts
• No location or search strategy
• Each event gets its own post
Proposed
• 15-18 intentional posts per month
• 15% Graphic Posters
• 35% Reels
• Target 5+ comments avg
• Keywords in every caption
• Carousel replacing individual posts
Our four pillars
What we do
