Design service / Social Media Content

Social Media Content at Scale.

Brief it. Make it. Refresh it. Weekly.

The feed wants more, and it wants it faster than your team can ship. Meta's Andromeda rebuild dropped the effective lifespan of a paid ad from six weeks to two.

We brief, make and refresh paid and organic content at the volume Meta and TikTok now require. Senior creative direction, brand-trained AI, real creators in and out of China. One team.

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Shanghai & global / Paid, organic, creator, livestream

A content creator in a sunlit Shanghai loft holding a vertical smartphone close to her face, recording a short video. Studio work / Nora

Why it matters

Why our cross-border
roots matter.

A performance lead at a mid-size beauty brand sent us a question in March: how many TikTok variants would she need to hold her ROAS through Q2? Around forty net-new a month, mixed creator and brand, refreshed every two weeks. Her in-house team was shipping eight.

That gap is the new market. For twenty years, through Beyond Border Group, we ran eCommerce storefronts and social programs across Meta, TikTok, Xiaohongshu, Douyin and WeChat. We brief, make and refresh content that holds up in a feed, on a paid placement, and in a livestream room.

Clients have included HiSense, Camper and age20.

Hands holding a vertical smartphone scrolling a social feed at a sunlit cafe table.
The two-week ad lifespan

Averages across roughly 60 social engagements over the last 18 months: ten times the variant output, sixty-five percent lower cost per asset, and a two to three times ROAS lift against client baselines.

0x Variant output per month Same brief, no new headcount
0% Lower cost per asset On recent campaigns
0x Average ROAS lift Against client baselines

The work, defined

Six lanes, one brand voice.

A Reels hook and a Douyin livestream do not share a craft. One has to land in a second and a half. The other holds an audience for three hours and converts on impulse. We staff them differently.

A smartphone leaning against printed paid ad posters on a warm plaster ledge, an example of paid social work.
Brand-led, paid and AI

Coverage

Always-on creative for paid social.

Paid social and ad creative for Meta, TikTok, Google, Ocean Engine and Alimama. Image, carousel, video, UGC-style and creator-style cuts, built native to each platform. Produced in the variant counts the algorithms now require, tagged for analysis, replaced on a cadence that beats fatigue.

Short-form video at scale: vertical builds recut from one shoot or one render into 6, 15 and 30-second versions with hook variants and on-screen text per market. AI UGC and synthetic spokespeople for cheap concept testing, human versions commissioned once a concept proves out.

In scope

  • Meta & TikTok ads
  • Google & YouTube
  • Ocean Engine
  • Short-form video
  • AI UGC
  • Hook variants
  • Always-on retainer
  • Cross-market localization
A content creator on a sunlit balcony holding her phone in selfie mode at golden hour.
Creator, organic and livestream

Coverage

Trust assets built for the algorithm.

Real creators briefed as performance assets, not media buys.

Organic social across Instagram, TikTok, LinkedIn, X, YouTube Shorts, Xiaohongshu, Douyin, WeChat and Bilibili. Stills, carousels, animated posts and short videos, briefed native to each platform rather than adapted from a TV spot.

Creator and KOC programs in and out of China. Casting, scripting, multi-camera production, content rights. Merchant-led livestream rooms on Douyin and Taobao, where store-operated streams now drive close to 70% of livestream gross merchandise value. Influencer content for TikTok, Instagram, Xiaohongshu and YouTube.

In scope

  • Instagram & TikTok
  • LinkedIn & X
  • Xiaohongshu
  • Douyin & Bilibili
  • WeChat
  • KOC seeding
  • Livestream rooms
  • Influencer & rights

Contact sheet

Selected proofs.

Frames from recent social engagements: TikTok testing programs, always-on Xiaohongshu, AI UGC across nine markets, luxury Reels, Douyin livestream and cross-platform automotive. Every image is authored work, not a stock pull.

A woman applying a clear serum from a frosted glass bottle, captured as a frame from a vertical beauty short video.
Nora Beauty / TikTok
A man laughing while pouring oat milk into a terracotta cereal bowl in a sunlit kitchen, frame from a creator-shot short video.
Pavo FMCG / creator-led
A woman holding a matte black wireless earbud case at eye level under one directional studio light.
Volt Consumer tech / AI UGC
A model in a cream wool coat walking past a sunlit travertine wall at golden hour.
Maris Luxury / Reels
A young woman host gesturing toward a skincare bottle on a pink livestream set with ring lights and phone tripods.
Renxi Beauty / Douyin livestream
A dark midnight blue sedan on a wide concrete plaza at dusk, lit by ambient sunset.
Alta Automotive / cross-platform
A brand livestream studio set in Shanghai with a softbox, phone tripods and a pink LED back wall.
A young Chinese KOC content creator holding a tube of cleanser to camera in a sunlit apartment.
~70% Douyin GMV from store-operated rooms

The China question

Xiaohongshu does not
reward what Instagram rewards.

Most foreign brands run China social as a translation lane on top of a Western brief. The results are usually flat.

Xiaohongshu ranks posts on a CES algorithm that weights follows highest, then comments, shares, saves, with likes a distant fifth. Posts have to be at least 60% original to qualify for broader distribution. Polished editorial campaigns tend to flop here. Real photographs, KOC reviews and routine-led content do not.

  • Xiaohongshu (RedNote)
  • Douyin & Taobao Live
  • WeChat & Bilibili
  • Tmall Mei Li

Douyin has tilted hard toward merchant-led livestream rooms over the last 18 months. Brand-operated stores now drive close to 70% of Douyin's livestream gross merchandise value, in a market once dominated by celebrity hosts. Our Shanghai producers run merchant rooms for skincare and small appliance brands, brief KOC seeding programs, and build the local-context content sets that make Tmall conversion show up at all.

Need only the Western side? Or only China? Either works. We scope to where the budget is going.

Our process

Volume is the floor.
The eye is the ceiling.

AI made variant production almost free, which broke the market in a useful way. The studios still winning social work are the ones whose creative direction is strong enough that AI amplifies it instead of substituting for it.

First two steps are where it is won or lost. The rest is execution.

A worktable covered with printed social feed screenshots, a smartphone and a notebook with handwritten notes.
Where it is won

Brief and audit.

Brand assets, current library, ad account data, platform priorities, market list. We pull what already worked and what already fatigued.

A senior creative director in front of a wall of pinned printed ad frames, pointing at one.
Where it is won

Creative direction. The call that decides the campaign.

Senior art directors and copywriters set angles, hooks, visual system and talent direction. This is the step that turns a variant pile into a campaign.

A designer monitor showing a grid of twelve AI-generated vertical social ad variants in different colour treatments.
The rest is execution

AI training and exploration.

Brand-trained models on your existing assets. Dozens of variants in parallel, in days not weeks.

A model adjusting her hair while a stylist tucks a collar on a real photo shoot, softbox on a stand in frame.
The rest is execution

Production and refinement.

Studio shoots and creator briefs where the work calls for them. AI render passes where it does not. Senior post on every asset before it ships, never auto-output.

A marketer desk at dusk with a laptop showing a media planning dashboard and a notebook with handwritten KPI numbers.
The rest is execution

Distribution and performance feedback.

Files delivered into the ad manager, the social tool, the livestream room. Performance data piped back inside seven days for the next round.

The new math

Eight variants a month
was the old ceiling.

A client lands with a Q3 paid-social plan across Meta and TikTok in four markets. The same brief, run two ways.

The old workflow Eight per month
Concepting Two weeks Shoot & production Three weeks Post & market adapt Three weeks

Old workflow: brief an agency, two weeks for concepts, three for the shoot, three for post and market adaptation. Eight weeks per batch, and the team can ship six to eight variants a month at best. The algorithm wants forty.

Our workflow Forty to eighty
Weekly batches Refresh every seven days

Our workflow: brand-trained AI generates the first batch of forty variants in days. Live creators briefed in parallel. Performance data closes the loop inside seven days, so the next batch is built off what already worked. Forty to eighty net-new variants a month, no new headcount.

Two weeks from a signed brief to first batch of variants. On an always-on retainer that loop tightens up: new variants ship weekly, and performance feedback closes inside about seven days.

This is the question we get most, and the honest answer is, it depends. At lower spend levels, 15 to 25 net-new variants a month is usually plenty. At higher spend, plan for 40 to 80. Brands in the top spend bracket on Meta and TikTok are now running 200 or more per month, which is roughly the volume that quietly breaks most internal teams. If you are not sure where you sit on this curve, the first batch we ship usually answers the question.

Project-based pricing for one-off campaigns. Monthly retainer for always-on programs. We give you a firm number after the first call, once the brief and the platform list are clear.

Three, and most projects wrap inside two. Beyond round three we move to hourly, but in practice this rarely comes up.

Every project is led by a senior creative director or art director, most from agency backgrounds (Publicis, Ogilvy, WPP, BBDO). AI specialists handle the variant volume side of things. Performance analysts close the loop with your ad accounts. There are no junior teams running a brief on their own.

Like you. We train the models on your existing assets so the output stays inside your visual system. If you do not have a documented system, we build one as the work moves forward and hand it over.

Yes. Studio shoots, real creators, livestream rooms. For most brands the answer is some kind of hybrid: AI for cheap concept testing and variant scale, humans for the assets that have to carry the brand and earn audience trust. We try not to push AI into places where it does not help yet.

Yes, and we treat them as performance assets, not just media. Casting, briefing, scripting, on-set direction, content rights, usage terms, the whole package. Real creators inside and outside China. We handle merchant livestream production for Douyin and Taobao, plus creator content for TikTok, Instagram, Xiaohongshu, YouTube and LinkedIn.

Yes. We treat them as separate creative briefs rather than translation lanes, which is the mistake most cross-border campaigns make. Cross-cultural creative teams and local market direction on both sides, with native platform expertise across Meta, TikTok and Google in the West and ByteDance, Alibaba and Tencent in China.

Yes. The platform has its own algorithm, its own engagement weighting and its own content culture, so we brief, shoot and seed for it directly with the KOC layer the platform actually trusts. We do not try to repurpose Instagram content into Xiaohongshu posts, because it shows.

You own the final deliverables. We use commercially safe models and document the workflow. For the legal side in full, see our Copyright and AI guide .

Yes. We deliver into Meta Ads Manager, TikTok Ads Manager, Google Ads, Ocean Engine and Alimama. Performance data feeds back into the creative loop so the next batch is built off real numbers and not opinions.

Yes. Send us one campaign brief. Inside two weeks you get a creative direction document, 15 to 20 variants and a production estimate. No retainer, no commitment. The work is yours either way.

Try us

Try it on a real
campaign.

Send us one social brief. Inside two weeks you get a creative direction document, fifteen to twenty variants and a production estimate. No retainer, no commitment. Whatever we produce is yours either way.

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