How to choose a social media agency

First, decide what you actually need

"Social media agency" can mean very different things:

• Management: planning, posting and replying, keeping channels consistent.
• Content production: shooting and editing Reels, Shorts and creative.
• Marketing: strategy tied to business goals, often with paid amplification and creators.

Many businesses think they need management when the real gap is content, or think they need content when the real gap is strategy. Be clear on the problem you're hiring for.

10 questions to ask before you sign

1. "What would you change about our current social media, and why?"

A good agency will have specific, reasoned opinions after a short review. Generic answers ("post more consistently") are a warning sign.

2. "Who will actually work on our account?"

Meet the people doing the work, not just the person selling it. Ask about their experience in your category.

3. "How do you produce content?"

Who scripts, shoots and edits? How much of your team's time will it need? Can they produce short-form video, which is where most discovery happens now?

4. "How do you decide what to post?"

Look for content pillars, repeatable formats and a reason behind each, not just a calendar of trending audio.

5. "How will you measure success?"

Followers and likes are not enough. Ask how they connect social to enquiries, sales or other business outcomes, and what they report monthly.

6. "Can you show work similar to what we need?"

Real examples in a similar category or format, ideally with what the work achieved. Be wary of results that can't be explained or verified.

7. "How do approvals work?"

How many revision rounds, how fast, and who signs off? Slow approvals kill consistency.

8. "Do you handle comments and DMs?"

If yes, ask how they escalate sales questions, complaints and sensitive topics.

9. "Do you run ads or work with creators?"

Even organic-focused plans benefit from boosting proven posts and occasional creator collaborations. Know whether that's included or extra.

10. "What happens if we stop working together?"

You should own your accounts, content and data. Ask about notice periods and handover.

Red flags

• Guaranteed follower or viral results.
• Buying followers or engagement, or vague answers about it.
• No questions about your business, customers or goals.
• Reports that only show vanity metrics.
• Owning your accounts or content after you leave.
• Locking you into long contracts before proving anything.

How pricing usually works

Most agencies charge a monthly retainer based on platforms, content volume and formats, with ad spend and creator fees separate. Video-heavy plans cost more because production takes more time. Compare proposals on what's actually included: number of videos, shoot days, revisions, community management and reporting. The headline price alone tells you little.

Set the first 90 days up for success

Agree on goals, pillars and formats, a production rhythm, an approval process and a monthly review. Expect the first month to be about setup and learning, with improvements building over the following months.

If you're evaluating partners now, here's how we approach social media marketing, and in India, social media marketing in India.