Below is a 90-day social media operating system designed around your actual constraint: one creator, 10 hours/week, iPhone + Canva, and a Day-45 digital-product launch. The strategy treats TikTok as the primary growth engine, Instagram as the trust/engagement engine, and Facebook as the community + conversion engine. The three platforms share one content engine rather than requiring three separate workloads. 1. SOCIAL MEDIA STRATEGY FOUNDATION Strategic objectives Goal 90-day target Primary platform TikTok growth 8,500 → 25,000 TikTok Instagram engagement Maintain ≥5.2% Instagram Coaching inquiries 12 DMs/week by Day 60 Instagram + Facebook Meal Prep Guide Launch Day 45 All 3 Sustainable workflow ≤10 hrs/week All 3 The core funnel TikTok/IG discovery → useful free content → profile → free/low-friction resource → DM conversation → coaching inquiry For the first 45 days, emphasize audience growth + authority. After Day 45: Content → Meal Prep Guide → customer → coaching upsell --- 2. BRAND VOICE & CONTENT PERSONALITY Brand positioning > Plant-based eating without the complicated recipes, expensive ingredients, or hours of meal prep. Your content should make plant-based eating feel: Easy Practical Affordable Filling Realistic Non-judgmental Delicious Voice 70% helpful + 20% relatable + 10% promotional Avoid sounding like: A restrictive diet account A nutrition lecturer A perfectionist meal-prep influencer Someone who assumes everyone has 2 hours Sunday afternoon Instead: > "Here's the lazy way I make this work." That positioning is particularly valuable because simplicity is the problem your audience is actually buying a solution to. --- 3. FIVE CONTENT PILLARS Pillar 1 — Easy Plant-Based Meals — 30% Your largest pillar. Examples: 15-minute dinners 5-ingredient meals High-protein plant meals One-pan meals Lazy breakfasts Work lunches Emergency dinners Primary goal: Reach. --- Pillar 2 — Meal Prep Systems — 25% Teach systems rather than individual recipes. Examples: Sunday prep in 45 minutes 3 sauces → 9 meals How to prep without getting bored Grocery list systems Batch-cooking shortcuts "Cook once, eat 4 times" Primary goal: Saves + shares + product sales. --- Pillar 3 — Nutrition Made Simple — 20% Examples: How to build a balanced plant-based plate Protein myths Fiber Portion construction Nutrient-dense snack combinations How to make meals more filling Keep the content educational rather than making individualized medical claims. Primary goal: Authority. --- Pillar 4 — Relatable Lifestyle / Personality — 15% Examples: "What I actually eat on a busy Tuesday" Grocery shopping Meal-prep failures Kitchen mistakes Behind the scenes "Things I stopped doing when I started meal prepping" Primary goal: Connection. --- Pillar 5 — Coaching + Product — 10% Examples: Client wins Coaching FAQs Before/after process stories Meal Prep Guide previews Coaching spots Testimonials "Who this is for" Primary goal: Conversion. --- 4. PLATFORM PRIORITY Platform Effort Primary job TikTok 45% Reach + follower growth Instagram 35% Engagement + authority + DMs Facebook 20% Community + conversion Don't create 3× the content. Create one core idea, then adapt it. Example: Core idea: "3 plant-based lunches you can make in 10 minutes." → TikTok: 25-second video → IG Reel: polished version → IG carousel: recipes + ingredients → FB Group: discussion + meal-prep challenge --- 5. AUDIENCE BY PLATFORM TikTok 25–40-year-olds who want practical healthy eating but don't want "health influencer" complexity. They respond to: Hooks Speed Transformation Lists Visual food Contrarian/curiosity content Instagram 30–50-year-olds who are already interested in healthy eating and want reliable systems. They respond to: Carousels Reels Stories Recipes Personal experience Saveable educational content Facebook Group Adults already interested enough to participate. They respond to: Questions Challenges Accountability Meal photos Community wins Longer explanations --- 6. WEEKLY CONTENT CADENCE Keep this sustainable. TikTok 5 posts/week 3 educational/recipe videos 1 relatable/trend video 1 conversion/community video Instagram 4 feed posts/week 3 Reels 1 carousel Stories: 5–7 days/week Aim for approximately 3–6 frames/day rather than creating elaborate Stories. Facebook Group 4 posts/week 2 educational 1 discussion 1 conversion/community post Total You're not creating 13 completely different pieces. You're creating approximately 5 core ideas/week and repurposing them. --- 7. THE 90-DAY CONTENT CALENDAR MONTH 1 — FOUNDATION WEEK 1 — "Plant-Based Without the Overwhelm" TikTok 1. "3 plant-based meals I make when I don't feel like cooking" 2. "If plant-based eating feels complicated, start here" 3. "The easiest plant-based grocery list" 4. "5 foods I always keep in my kitchen" 5. "What I eat in a normal busy day" Instagram Reel: 3 easiest plant meals Reel: grocery haul Reel: "Don't make these 3 beginner mistakes" Carousel: Beginner plant-based plate Facebook Welcome/community post "What's your biggest problem with eating more plants?" Beginner meal thread Weekly meal photo prompt CTA: "Comment EASY and I'll send you my simple starting framework." --- WEEK 2 — "The 15-Minute Kitchen" Focus heavily on speed. Content: 15-minute pasta 10-minute stir fry 5-minute breakfast No-cook lunch Emergency dinner "What to make when the fridge is empty" Primary KPI: Shares and saves. --- WEEK 3 — "Plant-Based Nutrition Made Simple" Topics: Building a balanced meal Protein basics Fiber Healthy fats Meal volume Why meals aren't satisfying Avoid turning nutrition content into individualized health treatment. Carousel idea: > "The 4-part formula I use to build a satisfying plant-based meal." --- WEEK 4 — "Meal Prep Without Spending Sunday in the Kitchen" Create a mini campaign: The 45-Minute Meal Prep Challenge Monday: "Can you prep 4 meals in 45 minutes?" Tuesday: Ingredient prep Wednesday: Protein component Thursday: Sauce/flavor component Friday: Finished meals Saturday: Follower results Sunday: Recap CTA: Join the Facebook group and post your meal. --- MONTH 2 — GROWTH + PRODUCT LAUNCH WEEK 5 — Community Week Introduce: "Show Me Your Fridge" Ask followers to comment or submit ingredients. Then make meals from them. This generates: Comments Video responses Community participation Content ideas TikTok: > "You gave me these 5 ingredients. Here's what I'd make." --- WEEK 6 — Social Proof Start collecting: Coaching testimonials Meal photos DM screenshots Client wins Community transformations Content examples: > "What happened when one client stopped trying to meal prep 7 different meals." > "The biggest change my clients make isn't eating more salad." Important: Use authentic testimonials and avoid implying guaranteed health outcomes. --- WEEK 7 — MEAL PREP GUIDE PRE-LAUNCH Begin teasing the Day-45 product. Don't immediately say: > "BUY MY GUIDE." Instead: Monday "The meal-prep system I wish I had when I started." Tuesday Show 1 page. Wednesday Show grocery list. Thursday Show sample week. Friday "What would make meal prep easier for you?" Use audience answers to shape final promotional messaging. --- WEEK 8 — WAITLIST / LEAD GENERATION Launch: "The 5-Day Easy Plant-Based Meal Prep Challenge" CTA: > "DM PREP and I'll send you the details." This gives you a natural reason for DMs before the product launch. Track: DM starts DM-to-lead conversion Challenge participation Product interest --- WEEK 9 — VIRAL CONTENT PUSH Now deliberately increase reach. Create 5 high-volume discovery concepts: 1. "Things I would NEVER buy again as a plant-based eater" 2. "3 plant-based meals that don't taste healthy" 3. "Stop making your tofu like this" 4. "What $50 of plant-based groceries looks like" 5. "I tried eating plant-based for a week without cooking every day" The goal isn't merely views. Use every high-performing video to generate a follow-up. --- WEEK 10 — SHAREABLE CONTENT Focus on: "Send this to someone who..." Examples: > "Send this to someone who says plant-based food is too expensive." > "Send this to the person who says they don't have time to meal prep." > "Save this for your next grocery trip." Create highly visual checklists and recipe cards. --- WEEK 11 — CAMPAIGN / COACHING Introduce coaching more aggressively. Content: Who coaching is for What happens during coaching Common client obstacles Coaching FAQ Client story "What I would change about your current meal-prep routine" CTA: > DM COACHING Target: 3 inquiry-generating posts this week. --- WEEK 12 — LAUNCH + SCALE Campaign: "Make Plant-Based Eating Easy" Monday — Problem Tuesday — Education Wednesday — Social proof Thursday — Product benefit Friday — FAQ Saturday — Objection handling Sunday — Final reminder / next step Then conduct your 90-day review. --- 8. INSTAGRAM SYSTEM Weekly feed Monday: Educational Reel Tuesday: Stories/community Wednesday: Recipe Reel Thursday: Carousel Friday: Relatable Reel Weekend: Stories + community Reels Keep most between roughly 15–45 seconds, but don't force every concept into the same length. Structure: 0–2 sec: Hook 2–5 sec: Problem 5–25 sec: Demonstration 25–35 sec: Payoff Final: CTA --- 9. INSTAGRAM STORY SYSTEM Use a repeating daily structure. Frame 1 — Human "What I'm making today..." Frame 2 — Value Ingredient/prep tip. Frame 3 — Interaction Poll: > "Which would you choose?" Frame 4 — Proof Client/community result. Frame 5 — CTA > "DM MEAL if you want the recipe." You don't need 15 Stories every day. 3–6 purposeful frames are enough. --- 10. INSTAGRAM CAPTION FORMULAS Educational Hook > Most people make meal prep harder than it needs to be. Problem Explain the mistake. Solution Give 3 practical steps. CTA > Save this for Sunday. --- Storytelling Situation → Problem → Realization → Change → Lesson → CTA Example: > I used to think successful meal prep meant cooking seven different meals... Then reveal the simpler system. --- Product Problem → Desired outcome → Product mechanism → What's included → Proof → CTA Avoid: > "This guide will change your life." Prefer: > "The guide gives you a repeatable weekly system for choosing meals, shopping and prepping." --- 11. TIKTOK: THE GROWTH ENGINE Your 16,500-follower increase requires substantial discovery. You need approximately 183 net new followers/day on average. That won't come from simply posting more. You need a deliberate reach → follow conversion system. 20 TikTok concepts 1. "What I eat when I have 10 minutes" 2. $20 plant-based grocery challenge 3. 3 meals from 5 ingredients 4. "Don't buy this—make this" 5. Plant-based meal prep for lazy people 6. "POV: you want to eat healthier but hate cooking" 7. Fridge makeover 8. Grocery haul 9. 3 high-protein breakfasts 10. 5-minute lunch 11. "Foods I always keep stocked" 12. "Plant-based meals my non-vegan friends actually eat" 13. Recipe under $5 14. Meal-prep mistakes 15. "I made dinner from your comments" 16. Ingredient challenge 17. Blind taste test 18. "Things nobody tells beginners" 19. Client meal-prep win 20. 7-day meal-prep experiment --- 12. TIKTOK HOOK LIBRARY Use these repeatedly. Curiosity > "I stopped doing this one thing when I started meal prepping." Problem > "If you eat healthy Monday through Thursday and give up Friday, try this." Contrarian > "You don't actually need to meal prep your entire week." Specific > "Here's a 15-minute plant-based dinner with 30g of protein." Identity > "For people who want to eat more plants but hate complicated recipes..." Challenge > "I'm going to make 5 lunches from these 7 ingredients." Transformation > "Here's what my entire week's lunches look like after 45 minutes of prep." --- 13. TREND ADAPTATION SYSTEM Don't chase every TikTok trend. Use: Trend + niche problem + useful payoff For example: Trending format: > "Things I'd never do again..." Adapt: > "Things I'd never do again as someone who meal preps." Trending audio should support the content rather than become the content. Your food footage, hook and practical information remain the primary asset. --- 14. FACEBOOK GROUP STRATEGY The group is your warm audience asset. Use four recurring post types: Monday — Meal Plan > "Here's this week's 5-meal plan." Wednesday — Discussion > "What's the hardest meal of the day for you?" Friday — Community > "Post your meal-prep results." Sunday — Reset > "Who's prepping this week?" --- Facebook conversion mechanism Rather than constantly selling: Community → participation → trust → DM Example: > "If you're struggling to figure out what to prep this week, comment PLAN and I'll message you." That creates natural conversations. --- 15. CAPTION + CTA SYSTEM Don't use the same CTA everywhere. Engagement CTA > "Which one would you make?" Save CTA > "Save this before your next grocery trip." Share CTA > "Send this to your meal-prep partner." Comment CTA > "Comment PREP and I'll send you the framework." DM CTA > "DM COACHING if you'd like help building a system around your schedule." Product CTA > "The complete meal-prep system is inside the Meal Prep Guide. Link in bio." --- 16. HASHTAG SYSTEM Don't build your strategy around huge generic hashtags. Create three groups. Broad plantbased mealprep healthyrecipes Niche plantbasedmealprep easyplantbasedmeals plantbasedrecipes Intent mealprepping healthymealideas easymealprep Use a small, relevant mix and prioritize the actual content, keywords in the spoken/video text, caption, and viewer response. --- 17. CONTENT PRODUCTION WORKFLOW Your biggest constraint is 10 hours/week. Therefore: Sunday — 4 hours Hour 1 — Research Identify: 5 winning topics 3 audience questions 2 trends Previous week's top-performing posts Hour 2 — Film Batch: 5 TikToks 3 Instagram Reels Food B-roll Stories Product footage Hour 3 — Edit Use templates. Hour 4 — Schedule Prepare: TikTok Instagram Facebook --- Monday–Friday 30 minutes/day Respond to comments Reply to DMs Engage with relevant accounts Record spontaneous ideas That's 2.5 hours. You have approximately: 4 Sunday + 2.5 weekday = 6.5 hours Leaving ~3.5 hours for: Product creation Community management Analytics Collaborations --- 18. CONTENT BATCHING RULE Don't film: > "Monday's Reel." Film: > 20 minutes of chopping footage. > 15 minutes of grocery footage. > 10 minutes talking-head footage. Then turn that footage into multiple posts. One recipe can become: TikTok: Recipe IG Reel: Recipe IG Carousel: Ingredients Stories: Behind the scenes Facebook: Recipe + discussion TikTok follow-up: 3 variations One production session can therefore create 5–6 content assets. --- 19. TOOLKIT Your existing setup is enough. Creation iPhone Canva Pro Natural lighting Small tripod Simple microphone if needed Editing Use a mobile video editor you're already comfortable with rather than constantly switching tools. Scheduling Use one scheduler that supports your primary platforms. The key principle: > Don't spend your $150/month budget buying more tools than you can actually use. Allocate most of that budget toward the tools that remove repetitive work rather than additional design software. --- 20. CONTENT REPURPOSING MATRIX Original Repurpose into TikTok recipe IG Reel TikTok tip IG carousel IG carousel FB post Client story Reel + FB Grocery haul TikTok + Stories Meal plan Carousel + FB FAQ TikTok + IG Reel Product demo Reel + Stories Comment question New TikTok Group discussion Reel Your comments become your next content calendar. --- 21. DM CONVERSION SYSTEM You need 12 coaching inquiries/week by Day 60. Don't simply say: > "DM me if you want coaching." Create conversation triggers. CTA > "DM COACHING and tell me the biggest thing making plant-based eating difficult right now." Then respond: 1. Diagnose > "What's the biggest issue—time, meal ideas, groceries, protein, or consistency?" 2. Explore > "What have you tried so far?" 3. Desired outcome > "What would an easier week look like for you?" 4. Offer Only when appropriate: > "Based on what you've told me, coaching may actually be useful because..." This makes the DM feel like a conversation rather than a sales pitch. --- 22. WEEKLY DM TARGET By Day 60: 12+ qualified coaching inquiries/week Track: Metric Weekly target Coaching inquiry DMs 12+ Qualified inquiries 8+ Calls/conversations booked Track Coaching conversions Track Product inquiries Track Don't optimize merely for total DMs. Optimize for qualified conversations. --- 23. SOCIAL PROOF SYSTEM Every week ask: > "Would you be willing to share a photo of your meal/prep?" Collect: Screenshot testimonials Meal photos Client quotes Progress stories Coaching experiences Create a folder: SOCIAL PROOF → 2026 → Client → Approved Get appropriate permission before publishing identifiable client content. --- 24. COLLABORATION STRATEGY Target micro-creators: 5K–50K followers Relevant categories: Plant-based creators Busy-parent creators Fitness creators Healthy lifestyle creators Budget food creators Productivity creators Nutrition professionals Don't pitch: > "Would you like to collaborate?" Pitch a concrete content concept: > "Let's each make a 15-minute plant-based dinner using the same 5 ingredients and compare the results." That's much easier to say yes to. --- 25. UGC ACTIVATION Launch: #45MinutePlantPrep Ask followers to show: Before → prep → finished meals Weekly feature: > "Community Meal Prep of the Week" Reward could simply be: Feature Free guide Coaching mini-session Recipe pack This creates content without requiring you to produce everything yourself. --- 26. GIVEAWAY FRAMEWORK Use giveaways sparingly. Example: "Build Your Plant-Based Week" Prize: Meal Prep Guide 30-minute coaching session Recipe bundle Entry: 1. Follow 2. Comment with their biggest meal-prep problem 3. Optional: share Don't make the giveaway the primary growth strategy. The goal is attracting relevant followers, not maximum entries. --- 27. ALGORITHM OPTIMIZATION TikTok Focus on: Strong first 1–2 seconds Watch time Completion Rewatches Shares Comments Profile visits Follows per video When a topic performs: Make 3 more versions. Don't immediately move on. --- Instagram Prioritize: Shares Saves Comments Watch time Story replies Profile actions Your 5.2% engagement target means you should protect the quality of the existing Instagram audience rather than blindly maximizing reach. --- Facebook Prioritize: Meaningful comments Group participation Posts created by members Returning members DM conversations --- 28. WEEKLY ANALYTICS RITUAL Every Sunday, spend 30 minutes answering: What worked? Top 3 posts by: Reach Shares Saves Follows DMs What failed? Identify the bottom 2. What pattern appeared? Example: > Recipe videos under 30 seconds outperform talking-head nutrition explanations. Then adjust the next week's calendar. --- 29. THE CONTENT SCORECARD Track each post: Metric Score Reach Watch/completion Shares Saves Comments Profile visits Follows DMs Sales Then classify: R = Reach content E = Engagement content C = Conversion content Your goal isn't for every post to do everything. --- 30. 90-DAY KPI DASHBOARD TikTok Primary: 8,500 → 25,000 followers Secondary: Followers gained/week Average views Shares Profile visits Follows per 1,000 views Instagram Primary: ≥5.2% engagement Secondary: Saves Shares Story replies Profile visits DMs Facebook Primary: Community participation Secondary: Comments/post Active members Meal challenge participation DM conversations Business Primary: 12 coaching inquiry DMs/week by Day 60 Secondary: Qualified leads Calls Coaching sales Meal Prep Guide sales Conversion rate --- 31. THE 10-HOUR WEEKLY OPERATING SYSTEM Here's the system I'd actually run: Activity Hours Sunday batch planning 1 Filming 2 Editing/design 2 Scheduling 0.5 Daily engagement 2 DMs 1 Analytics 0.5 Product/campaign work 1 Total 10 The critical rule: Never allow content creation to consume all 10 hours. The business objective is coaching inquiries and product sales, not simply producing content. --- 32. YOUR RECURRING WEEKLY SYSTEM Every week follows this structure: MONDAY — TEACH "Here's something that makes plant-based eating easier." TUESDAY — FEED Recipe / meal prep. WEDNESDAY — ENGAGE Question / challenge / comment response. THURSDAY — PROVE Client result / testimonial / demonstration. FRIDAY — ENTERTAIN Relatable or trend-based content. SATURDAY — CONVERT Guide/coaching CTA. SUNDAY — COMMUNITY + RESET Meal plan + preparation + behind the scenes. This gives you consistency without making your calendar repetitive. --- 33. THE MOST IMPORTANT STRATEGIC SHIFT Your existing 22K Instagram audience and 6.2K Facebook community mean you don't need to build the business entirely from cold traffic. Use the platforms differently: TikTok = discovery → "I've never heard of this creator." Instagram = trust → "I like how this person teaches." Facebook = community → "These people are doing this with me." DM = diagnosis → "This person understands my problem." Meal Prep Guide = entry product → "I'll try their system." Coaching = premium solution → "I want personalized help." That gives you a coherent social-media-to-revenue funnel rather than three disconnected social accounts. Your 90-day content ratio 50% discovery/value 20% engagement/community 15% authority/social proof 10% product 5% direct coaching Then shift toward more conversion content after Day 45. The single biggest rule: when a TikTok breaks out, don't celebrate and move on—turn the winning topic into a 5–10-piece content cluster. That's the mechanism most likely to give you a realistic shot at accelerating from 8.5K toward your 25K target while preserving Instagram engagement and generating the DM pipeline.