Strategy
Audit, channel role, audience, editorial themes, formats, and content plan.
Independent social media practice · GB team member
Anastasia Goryanina
Social media marketing and brand communications.
I build social channels as a connected system, from strategy, editorial themes, and content plans to visual materials, Russian/English copywriting, coordination, and analytics.
01 / Approach
First, we define the role of social media
First, we need to understand the role social channels play in the project, whom the brand addresses and why, and which topics and formats support its positioning. Then we build a content system: editorial themes, planning, visual guidelines, tone of voice, and a clear team process.
Not “What should we post today?” but “Why is the brand saying this, and what goal does it serve?”
Content
Visual materials, Russian and English copy, and ad creative.
Development
Influencers, UGC, partnerships, coordination, reporting, and adjustments.
02 / Independent practice
Selected projects outside GORYANIN BROTHERS.
These projects reflect my personal experience and are not part of GB's project catalog.
Cultural
Habits
An editorial system in which social channels extend the online gallery's curatorial perspective.
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Challenge
Turn the online gallery's social channels into a consistent editorial space.
System
Editorial themes, formats, Figma materials, and an English-language tone of voice.
Contribution
Social media management, content system, English copywriting, and coordination.
MORFEUS
Consistent brand communication across markets, from planning to content production and distribution.
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Challenge
Maintain a consistent brand image across markets and ongoing content.
Process
Planning, creative team coordination, and adaptation across markets.
Development
Influencers, UGC, and production quality control.
SATO
A social channel launch system: strategy, formats, and a monthly content plan for an English-speaking audience.
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Challenge
Prepare a Dubai brand's social channels for a coordinated launch.
System
Social media strategy, formats, and monthly content plan.
Contribution
English copy, influencers, and UGC. Positioning and identity had been created earlier.
Independent projects are not presented as GB case studies.
Cultural Habits, MORFEUS, and SATO are part of my independent practice. I join GORYANIN BROTHERS projects when an established brand system needs to extend into social media, content, and promotion. PODIMIS is a confirmed example.
03 / Insights
On communication, clear language, and AI.
Social media is a marketing system, not just posting
Consistency alone does not answer questions about the channel's role, audience, positioning, and business goals.
Clear writing doesn't need to prove its complexity
If a thought can be expressed more simply without losing meaning, a cumbersome construction only creates distance from the reader.
AI accelerates work, but doesn't replace your voice
AI is useful as a research assistant and editor as long as it does not take away the author's own voice.
Contact
Let's discuss your social media project.
Tell us about your brand, current channels, and challenge. Together, we'll decide whether you need a strategy, a new content system, ongoing work, or a dedicated launch team.