About results
1. What KPIs will you commit to in writing? Good answer: specific metrics (enquiries, bookings, reach) agreed before launch and written into the contract. Red flag: “it depends” with no numbers ever offered.
2. Show me a case in my niche — with numbers. Good answer: before/after metrics like “9× views and 22 bookings for a Warsaw clinic”. Red flag: screenshots of pretty feeds with no outcomes attached.
3. What happens if KPIs aren’t met? Good answer: an honest process — analysis, plan correction, sometimes compensation like a free week. Red flag: offence at the question.
4. How fast should I expect results? Good answer: launch in weeks 2–3, steady traction in months 2–3. Red flag: promising viral growth in the first week.
About the work itself
5. Who exactly will work on my account? You want a named team — content manager, designer, ads specialist — not “our creative department”.
6. How is content created if we’re in different cities? Good answer: a concrete system — shot lists for your phone footage, UGC creators in your city, or remote production. Red flag: “just send us photos”.
7. How many stories / posts / Reels per month, exactly? Pin down volumes. “Content management” can mean 9 posts or 150 stories.
8. What do you need from me each week? Good answer: a defined approval flow taking 1–2 hours of your time. Red flag: either “nothing at all” (they’ll invent your brand voice) or daily calls.
About money and terms
9. What’s included in the fee — and what costs extra? Get the boundary in writing: shoots, models, ad budget, DM management, extra creatives are typical add-ons.
10. Do you sign a contract and NDA? The only good answer: “always”.
11. Who owns the accounts and content? The only good answer: you do, from day one, including all passwords and source files.
12. How and when do you report? Good answer: weekly, tied to the agreed KPIs. Red flag: a monthly PDF of likes and follower counts.
The quick test
Notice what the agency asks you. A results-driven team will interrogate your margins, average order value, sales process and capacity — because content strategy depends on it. A feed factory will only ask for your brand colors. For context on what you should be paying, see our 2026 pricing guide.
