A riad in Marrakech posts beautiful photos, but every month brings new colours, a new tone and new formats. A guest who finds it on Instagram does not recognise it on Facebook. The problem is not the quality of the content: it is the lack of shared rules. (Illustrative example.)
This social media branding checklist helps consumer brands, restaurants, hotels and riads, fashion and beauty labels and B2B companies in Morocco build a consistent image that people recognise and choose.
This first part sets the foundations: how to use the guide, Morocco's key figures, the budget worksheet, the KPIs to track and a 90-day action plan. Want advice on your situation? Use our contact digital agency Morocco page.
How to use this social media branding checklist
Read the guide in order, but each section also works on its own. Print it or copy it into a shared document, then tick each action once it is done.
- Fill it in with two people: management (the substance) and whoever publishes (the form)
- Write down a date and an owner for each action
- Come back to it every quarter: brands evolve, and so do their rules
Key figures
In Morocco, most of the population is online, and each social platform reaches a very different audience.
| Platform | Ad reach, late 2025 | Best use |
|---|---|---|
| 22.8M | Broad audience, communities, promotions | |
| YouTube | 21.6M | Long videos, tutorials, brand image |
| TikTok | 16.7M (18+) | Short formats, trends, awareness |
| 15.1M | Visuals, Reels, stories, fashion and lifestyle | |
| Snapchat | 7.64M | Younger audience, everyday moments |
| 6.9M members | B2B, hiring, expertise |
Source: DataReportal, Digital 2026: Morocco. Ad reach is not the same as active users.
Budget planning worksheet
Fill in this worksheet before you ask for a quote. It stops you from putting everything into ads and forgetting content, or the other way round.
| Item | What it covers | Your monthly budget |
|---|---|---|
| Strategy and guidelines | Brand platform, tone, templates (often one-off) | |
| Content creation | Photos, videos, Reels, visuals | |
| Management and community | Publishing, replies, moderation | |
| Advertising | Budget paid to the platforms | |
| Influencers | Creators, disclosed partnerships | |
| Tools | Scheduling, design, analytics |
KPIs to track every month
| KPI | What it tells you | Where to find it |
|---|---|---|
| Reach and impressions | How many people see the brand | Each platform's insights |
| Engagement rate | Whether the content interests people | Reactions, comments, shares, saves |
| Follower growth | Whether the brand attracts new people | Month-on-month change |
| Messages and response time | The quality of customer service | Inbox, WhatsApp Business |
| Clicks to the website or WhatsApp | Whether image turns into action | Tracked links, website analytics |
| Brand name searches | Whether awareness is growing | Search Console, Google Business |
Your 90-day action plan
| Period | Goal | Actions |
|---|---|---|
| Days 1 to 30 | Set the foundations | Brand platform, account audit, visual identity and templates |
| Days 31 to 60 | Publish consistently | Editorial calendar, first content pillars, message reply rules |
| Days 61 to 90 | Measure and adjust | KPI review, keep what works, test one new format |
Part 2 gives you the five detailed checklists: brand platform, editorial line, visual identity, Moroccan calendar and community management.
