Did you know social media has a Kardashev-inspired scale for businesses?
I know, because I created it.
For those who are unaware of the Kardashev Scale, it’s a hypothetical way of measuring a civilization’s technological advancement by the amount of energy it can control and use (e.g. Type I, Type II, Type III).
What I found after speaking with dozens of clients (mostly startups) was that they wanted to be Red Bull or Dr. Squatch on social media, but they have almost no budget and less than 5 full-time marketing staff.
What I advise them is that Red Bull and Dr. Squatch are Type IV businesses (i.e. Enterprise), whereas, they are a Type I (i.e. Pre-Early Presence).
As such, this will dictate the number of platforms, the post frequency, post type, and how your brand manages engagement.
So, as a Type I business, they should 𝐧𝐨𝐭 be focusing on high-budget video campaigns, influencer partnerships, events, cultural moments, lifestyle branding, etc.
Instead, focus on building the brand, behind-the-scenes, and the feature more of the founder and staff.
Using this framework focuses ideas around what is reasonable to execute, helps get early adopters, and builds a foundation for brand enthusiast.
As you scale in revenue and headcount, then it makes sense to evolve your social strategy to the next tier.
Profile: Small startup, 3–10 people, <$1M revenue.
Objective: Build awareness, humanize the brand, attract first customers.
Approach:
Profile: 10–50 people, $1M–$10M revenue.
Objective: Establish brand identity, create a repeatable content system.
Approach:
Profile: 50–200 people, $10M–$100M revenue.
Objective: Scale presence, build authority, widen funnel.
Approach:
Profile: 200+ people, $100M+ revenue.
Objective: Omnipresence, mass brand equity, global awareness.
Approach:
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