May 16, 2025

An editorial line on social media: the secret weapon of enduring brands.

At Esekai, we often notice the same thing: companies that manage to build a loyal community on social media all have one thing in common… a clear and consistent editorial line. Too often overlooked, this strategic foundation is key to ensuring impactful, cohesive, and engaging communication over the long term. Without an editorial line? It’s a bit like posting into the void — or changing your tone every other day.

What exactly is an editorial line?

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It’s the common thread of your communication. It defines what to say, to whom, how, and why. A good editorial line includes:

- Your main content themes
- The tone to adopt (professional, quirky, accessible, etc.)
- The publishing frequency
- The preferred format (carousel, video, quote, etc.)
- Your objectives: brand awareness, engagement, traffic, conversion…

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Why is it essential on social media?

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Users scroll fast—really fast. A post needs to grab attention in 2 seconds max. Most importantly, your audience needs consistency. By repeating your messages and sticking to a recognizable tone, you become easy to identify and memorable. The result? A strong brand that stays top of mind for your followers.

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The concrete benefits of an editorial line

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- Visual and verbal consistency = more professionalism
- Time-saving: you know what to post, when, and how
- A strong brand identity that grows with every post
- Better engagement, as your content is more targeted
- Increased loyalty from your community

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The mistake to avoid: going with the flow

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Many brands post without a real strategy. The result? A disjointed feed, conflicting messages, and an audience that doesn't understand who you are.

On the flip side, a well-crafted editorial line helps you stay on course — even when you delegate or run out of ideas.

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Some inspiring examples

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- Le Slip Français: a humorous and quirky tone, highly consistent content, and a strong brand identity.
- Aesop: impressive aesthetic and literary consistency, reflecting the brand’s minimalist universe.
- Back Market: bold, witty communication that truly resonates with its target audience.

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Conclusion

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An editorial line isn’t just a formality — it’s the foundation of your entire presence on social media. It helps you build connection, consistency, and personality. It’s what makes people follow you, recognize you, and recommend you.

🧭 Struggling to structure your presence on Instagram, LinkedIn, or TikTok?
🎯 Esekai helps you build a strong editorial line tailored to your brand and goals.

An editorial line on social media: the secret weapon of enduring brands.

What exactly is an editorial line?

‍It’s the common thread of your communication. It defines what to say, to whom, how, and why. A good editorial line includes:

- Your main content themes- The tone to adopt (professional, quirky, accessible, etc.)- The publishing frequency- The preferred format (carousel, video, quote, etc.)- Your objectives: brand awareness, engagement, traffic, conversion…

‍Why is it essential on social media?

‍The concrete benefits of an editorial line

‍- Visual and verbal consistency = more professionalism- Time-saving: you know what to post, when, and how- A strong brand identity that grows with every post- Better engagement, as your content is more targeted- Increased loyalty from your community

‍The mistake to avoid: going with the flow

‍Many brands post without a real strategy. The result? A disjointed feed, conflicting messages, and an audience that doesn't understand who you are.

On the flip side, a well-crafted editorial line helps you stay on course — even when you delegate or run out of ideas.

‍Some inspiring examples

‍- Le Slip Français: a humorous and quirky tone, highly consistent content, and a strong brand identity.- Aesop: impressive aesthetic and literary consistency, reflecting the brand’s minimalist universe.- Back Market: bold, witty communication that truly resonates with its target audience.

‍Conclusion

‍An editorial line isn’t just a formality — it’s the foundation of your entire presence on social media. It helps you build connection, consistency, and personality. It’s what makes people follow you, recognize you, and recommend you.

🧭 Struggling to structure your presence on Instagram, LinkedIn, or TikTok?🎯 Esekai helps you build a strong editorial line tailored to your brand and goals.

Book a meeting with our team