3 sessions inside Boa
Lexie Murray
Founder, Be Seen Socials
Lexie Murray is the founder of Be Seen Socials, a creative organic social media agency based in Alexandria, Sydney, which she started at 21 and has now run for five years. She began posting for brands as an influencer around 2015 and 2016 while still in year 12, then moved into agency work after spotting a gap between strong content creation and the brands themselves. Her team runs roughly nine content shoots a week, on location and in their natural light studio.
The sessions
What Lexie teaches
Give every weekday a fixed content pillar and stop deciding
Lexie's core practical advice is to map your week: Monday education, Tuesday promotional, Wednesday testimonials, and so on, then repeat it every week. She argues generic advice like "be consistent" never gets applied, but a Monday-to-Friday formula makes content bite-sised and actually doable. Pick the pillars that suit your business and lock the days in.
From Lexie Murray on organic social, influencers and content pillars →Post promotional content Thursday night or Friday
Lexie schedules selling posts to land when people have been paid. She noted that a lot of the Big Four pay salaries on those days, so people are ready to spend on a Friday. Feed the timeline when the money is in the account, not on a Monday.
From Lexie Murray on organic social, influencers and content pillars →Use the four content pillars if you refuse to be on camera
Around half of Be Seen Socials' clients fit four pillars: promotional (what you sell), educational (the problem area, not the product), aspirational (the brand world and lifestyle around it) and influencer/customer (testimonials and creators). All four can be executed with no founder face. Build consistency across those four and you get enough relatability to carry the brand.
From Lexie Murray on organic social, influencers and content pillars →Be talked about in third person if first person feels wrong
For founders who want the credibility of a face without doing "hey guys, day in the life", Lexie recommends having someone else speak about you as the founder, whether that is an agency, a team member, or you writing in third person. It creates the relatability people buy from without the daily vlog burden. Her line: people buy from people, they don't buy things anymore.
From Lexie Murray on organic social, influencers and content pillars →Run your feed on a Monday to Friday pillar timetable
Lexi's core method: five posts a week, one pillar per weekday, no more. Monday is founder content, Tuesday is customer-centric, Wednesday is aspirational, Thursday is promotional, Friday is influencer content. Post more than five and you lose interest, post less and you do not grow. Once the days are fixed you stop asking what to post and just fill the slot.
From Organic social that grows a brand without ad spend →Batch a month of founder content in one filming session
The Monday founder pillar only needs four pieces a month, so film all four in one sitting. Meet the founder, your why, a founder highlight or journey story, and something honest about what you are working through. Lexi ran her own founder pillar solo for six years before hiring a content person two weeks before this session.
From Organic social that grows a brand without ad spend →Pick polished over raw when the brand is premium
Lexi has changed her view on building in public. Crying on the internet can cheapen a brand that is trying to enter the market poised and professional, and she notes Uber and Airbnb never launched raw and real. Aim for elevated, chic, real and honest, but not unfiltered. If you are client-facing you also cannot post about client problems without legal risk.
From Organic social that grows a brand without ad spend →Build the aspirational pillar before you have product photos
Early stage brands skip Wednesday because they think they have no content. Instead build a mood board of the vision: brands, looks, textures you love. During Fashion Week, post your three favourite looks from three brands you look up to. It costs nothing and it places you at that level by association.
From Organic social that grows a brand without ad spend →Build a service business account on four pillars, not random posts
For a styling business Lexie mapped four posts a week: an expert pillar (a styling tip with no sell attached), a promotional pillar that spells out packages, pricing structure, onboarding and timelines, a customer pillar of testimonials and value, and an aspirational industry pillar. She stopped hiding her own package details years ago because being copied happens anyway and the delivery is never the same. Ambiguity loses the client who swipes on to someone clearer.
From Organic content pillars, founder storey and getting engagement →Use the aspirational pillar as your Vogue for free
Lexie calls the fourth pillar the Vogue or Forbes for free: you place yourself alongside the level you want to be at by commenting on it. Her example for a stylist was posting the four Vogue articles you liked from Australian Fashion Week and your takeaways, then three predicted trends ahead of Paris Fashion Week in September. Keep it to your genuine expertise and avoid making claims you cannot back.
From Organic content pillars, founder storey and getting engagement →Treat Instagram as people who know you and TikTok as people who do not
Lexie frames Instagram like the Facebook algorithm, distributing mostly to friends and family, which is why an account under 300 followers stays capped. TikTok pushes to strangers, closer to a TV commercial or a YouTube pre-roll. That difference should change what you post where, not just where you cross-post the same file.
From Organic content pillars, founder storey and getting engagement →Use trial reels if Instagram is your main platform and you are stuck
Lexie pushes trial reels hard as the way out of posting into an algorithm that will not distribute you unless you pay. She is targeting 100K to 200K views, not the occasional 1,000-view post, which she does not count as a job well done. Quality still gates it: lighting and video length matter more than volume.
From Organic content pillars, founder storey and getting engagement →
Watch the full sessioninside Boa.
Session notes are free. The recordings, the live advisories and the founders in the room are for members.