- —Posts per monthacross platforms
- —Engagementaverage per post
- —Follower growthover the engagement
Results are shared with prospective clients on request, with the client’s permission.
The work
The challenge
A category-defining payments platform whose social presence had to speak to founders, finance teams and developers at once, without sounding like a bank.
What we did
An editorial calendar built around what those audiences actually search for and share: product education, founder stories and launch moments, with formats designed for each platform rather than one post everywhere.
What changed
A consistent voice across platforms and a publishing system the in-house team runs without the agency in the room.
Inside the engagement
Three audiences, one voice
Razorpay's social channels have to speak to founders choosing a payment stack, finance teams living inside the dashboard, and developers reading the docs — without sounding like a bank to any of them. The voice we developed is plain-spoken product truth: show the thing, name the benefit, skip the jargon.
An editorial system, not a posting habit
The calendar was built around what those audiences actually search for and share: product education, founder stories and launch moments. Each month is planned before it starts, so the feed carries a deliberate mix instead of whatever shipped that week.
Formats were designed per platform — a launch is a thread in one place, a carousel in another, a 40-second cut in a third — rather than one post syndicated everywhere.
Built to hand over
The deliverable was not just content but the system that produces it: templates, a voice guide and a working calendar the in-house team now runs without the agency in the room. Engagement figures are shared on request.
Questions about this work
How is social measured for a B2B fintech?
Against the job each post is hired for: education posts on saves and shares, launch posts on reach and click-through, hiring and culture posts on profile actions. Vanity totals are not the scoreboard.
What does a handover-ready system include?
A voice guide, format templates per platform, a rolling editorial calendar and a review rhythm — enough that the in-house team publishes without the agency in the room.
Where are the numbers?
Engagement and growth figures are shared with prospective clients on request, with the client's permission.
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