One of the smartest approaches to social media strategy we’ve seen recently came from content creator Adley Kinsman

She shared a powerful insight: “I design every single comment section before I design the video.”

This flipped the script completely for me and many others who have worked in branding, media, or content strategy.

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Think about what she’s actually saying. Before she even hits record or writes a script, she asks:

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👉 What do I want the audience to say?

👉 How do I want them to respond?

👉 What do I want them to feel?

👉 What action should this inspire?

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That’s not just content creation. That’s behavioral design.

Many of us try to reverse-engineer virality after a post goes live. Sharon builds it in from the very beginning.

She crafts content backwards, from the outcome to the execution.

This isn’t just smart marketing. It mirrors how people actually watch content.

Most users don’t start a video knowing where it’s headed. T

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hey watch the first 3 seconds… then maybe 6… then 12. That’s how attention is earned: second by second.

So, when building a strategy, Sharon asks:

👉 Does every second earn the next one?

👉 Is there a reason to keep watching?

👉 Can the audience see themselves in the content?

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This works because it aligns with real user behavior. No one sits down thinking, “I hope I see an ad today.” But they do pause when something feels relatable, personal, or actionable.

Take this example: instead of just showing a restaurant, you frame the scene to make someone comment, “We should go here.” That’s emotional placement. That’s designing for the comment section.

For content marketers, brand leads, or creators, this is a strategic reminder. Design with the end feeling in mind. Don’t just ask, “What do I want to say?” Ask, “What do I want people to say back?”

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Here’s how to apply this thinking:

1) Start with the outcome. What emotion, comment, or action do you want to trigger?

2) Build your video or post backwards. Storyboard it around how attention actually flows.

3) Check every second of content. If it doesn’t add curiosity, value, or connection, it probably loses the viewer.

This strategy doesn’t just apply to video. It applies to everything from product launches to personal brand content to B2B thought leadership.

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The takeaway:

-Design content the way people experience it. From emotion to outcome. From outcome to execution.

-A great content strategy is not just about what you post. It is about what people remember and say after they see it.