The first step is cleaning up what the profile currently communicates.
OUT ❌
- 1/2 naked pics
- random nonsense
- reels/content that doesn’t contribute to the overall picture
IN ✅
- social photos
- work photos
- fitness
- passions
- local photos
The goal isn’t to make the profile look overly curated or aesthetically perfect.
The goal is that when somebody lands on the profile, they can actually understand: Who is Ahmed? What does he do? What does he care about? What kind of life does he have? Why would I want to keep following him?
Content shouldn’t exist just because: “I need to post something today.” Every piece of content should have an actual reason behind it.
The larger strategic goals
- Audience
- Authority
- Clients
- Community
- Branding
2.1 PEOPLE ARE ENTERTAINED
- funny
- jokes
- stupid situations
- reactions
- banter
- moments with friends
- inside jokes that outsiders can still understand
Examples
- Zizo
- funny conversations with friends
- “Do you swim now?”
- random situations happening in real life
2.2 PEOPLE LEARN SOMETHING
- fitness
- boxing
- football
- food
- cooking
- travel
- expat life
- recovery
- Bali
- history
- economics
- politics
- random history stuff we love
- things Ahmed happens to know because he lives them
2.3 PEOPLE GET TO KNOW YOU
- life stories
- lessons
- experiences
- why you made certain choices
- failures
- things that worked
- things that didn’t
- friendships
- sports
- travel
- decisions
- opinions
- daily habits
- how you think
Personal-content examples
- What does football mean to you?
- Why did you choose boxing?
- Why did you start running?
- How did you recover?
- How did you fail at X?
- How did you eventually do X?
- A friend did X — what happened?
- Why do you live the way you live?
- Why do you work from the beach?
- Why do you walk on the beach?
2.4 PEOPLE IDENTIFY WITH YOU / TRUST YOU
- what you use
- what you eat
- what you like
- what you don’t like
- what you wear
- where you go
- what restaurants you choose
- what gyms you use
- how you spend your day
- what products you actually use
- what places you recommend
- what annoys you
- what you genuinely enjoy
The important thing is that these moments show personality.
The content does not need to look like: “Hello everyone, today I will educate you.” It can simply happen naturally through his life.
Not fake vulnerability. Not turning Instagram into therapy. Just allowing people to understand the person behind everything else.
Context creates connection.
It makes Ahmed’s life understandable and relatable.
Don’t overthink this. Share your life, your journey, what happened today, random things, what you care about, and what you’re currently interested in. Not everything needs a giant strategic explanation. Sometimes: “This happened. It was funny.” is enough.
1. Why do I post it?
- Entertainment?
- Education?
- Trust?
- Story?
- Discovery?
- Authority?
- Community?
2. What does my audience get from it?
- laugh
- learn something
- relate
- discover something
- become curious
- get useful information
- understand Ahmed better
- feel inspired
- disagree
- want to join the conversation
3. What reaction do I expect?
- like
- comment
- reply
- share
- save
- DM
- follow
- think
- debate
- ask a question
- want more
For future posts, these elements need to be considered.
1. STORY
- What is actually happening?
- There needs to be context.
- Not: random picture.
- Instead: Why is this picture worth seeing?
2. LONG CAPTION
- Use the caption to tell the part that the image/video cannot.
- The photo gets attention.
- The caption creates context, personality, story, usefulness and meaning.
3. LOCATION
- Location matters.
- Ahmed travels, lives abroad, experiences different places, goes to restaurants, trains in different gyms, works from different places, and explores Bali/Canggu/etc.
- Location can also increase discoverability.
4. USEFULNESS
- Ask: Is there something here another person could actually use?
- Even very casual content can contain useful information.
5. WHY
- Why should this exist?
- Why should somebody care?
- Why are we posting it?
Core philosophy: Things your content revolves around. And the most important reminder: YOU DON’T DO MARKETING. YOU DO YOU. The strategy isn’t to manufacture a fake Instagram version of Ahmed. We take the life Ahmed already has and make it understandable, interesting and discoverable.
Daily life is content. Not because Ahmed needs to pretend his breakfast is historically significant. But because people become interested in a person when they understand the world around them.
Topics
- what you eat
- where you go
- what you do
- where you work
- where you walk
- what you cook
- where you train
- how you train
- how you recover
- how you balance everything
- what a normal day looks like
- random places you visit
- ordinary routines
- social situations
- what you discover
Important
- Don’t just throw random pictures online.
- Explain them.
- Give people something around the picture.
- People love stories.
Daily Life Examples — Getting ready
- where you are going
- what you are doing
- what is happening
- why you chose it
Recovery
- What does recovery actually look like?
- Not theoretical recovery advice.
- Your recovery.
Working from the beach
- Why do you work from the beach?
- What does it actually look like?
- Does it work?
- Does it suck?
- When does it work?
Walking on the beach
- Why do you walk on the beach?
- Is it cardio?
- recovery?
- mental reset?
- habit?
- because you like it?
- That explanation becomes the content.
Surf lesson
- How was your surf lesson?
- What happened?
- Did you suck?
- Did you improve?
- Would you do it again?
Food
- What did you eat?
- Why did you choose it?
- Is it healthy?
- Is it actually good?
- How much did it cost?
Open House
- “I bet 99% of people don’t know that in Open House you make your own meal — mix & match.”
- That simple observation becomes content because someone watching from another country may have no idea how the place works.
Instead of: Beach picture. It becomes: Why you walk on the beach. Or: Why you work from the beach. Those are two different pieces of content.
Sport isn’t just gym footage. Ahmed has actual sporting history and current sporting interests.
Sport creates
- story
- education
- personality
- entertainment
- aspiration
Sport topics
- training
- boxing
- football
- running
- recovery
- injuries
- gym
- mobility
- technique
- athletic routines
- conditioning
- sports history
- matches
- teams
- failures
- progress
Why you train
- Why do you train?
- Why this sport?
- Why this exercise?
- What are you preparing for?
- What does training give you?
Why boxing
- why you chose boxing
- what you like about it
- what you learned from it
- what beginners misunderstand
- what is difficult
- what surprised you
Why football
- why football mattered
- football memories
- football team
- matches
- injuries
- what happened afterwards
- what the sport taught you
Football injury
- what happened
- recovery
- what changed
- what you couldn’t do
- what you had to relearn
- what the experience taught you
SPORT = JOURNEY
- dreams
- aspiration
- journey
- struggles
- wins
- failures
- recovery
- progress
Questions people might genuinely want answered
- “I wanna know how your football match went.”
- “I wanna know why you chose to play in a foreign place.”
- “I wanna know how your team was after the match.”
- “I wanna know why you run.”
- What supplements or stack do you take? What actually matters? What doesn’t? What has worked for you?
Sport as social content
- Take a woman/friend who doesn’t box and teach her boxing.
- Now you have entertainment, beginner education, chemistry, personality, reactions and boxing.
- Instead of Ahmed simply punching a bag again.
Not merely: Look at my workout. Running content doesn’t need to be “5 running tips.” It can simply be: Why I started running.
This pillar turns Ahmed’s knowledge and experience into useful information.
Potential subjects
- food
- fitness
- boxing
- training
- recovery
- cooking
- gym
- mobility
- macros
- technique
- travel
- expat life
- things Ahmed has learned through experience
THE MOST IMPORTANT EDUCATIONAL RULE
- TALK TO PEOPLE WHO DON’T KNOW.
- Not professionals.
- Not experts.
- Not Ahmed’s gym friends.
- Not people who have trained for 10 years.
Boxing example
- Don’t teach your friend who has boxed for ten years.
- Teach someone who knows absolutely nothing.
- The person watching should think: “Oh. I actually understand this now.”
Macros example
- Teach a woman who has never counted macros.
- Not a bodybuilder.
- Explain what macros are, why anyone cares, how to calculate them, and what this looks like in actual food.
- Beginner first.
Boxing techniques for newbies
- basic stance
- simple punch
- basic movement
- common mistake
- something people misunderstand
- one thing beginners should know
Mobility
- “5 mobility moves before I train for boxing.”
- Now someone can save it, try it, share it and come back later.
Boxing challenge
- “5 boxing moves you can learn in one day.”
- Educational + entertaining + challenge.
Food / cooking
- what you cook
- how you cook
- what you eat
- why you eat it
- healthy versions
- desserts
- easy meals
- meals abroad
“Did you know that…?”
- This can become a recurring format.
- Small pieces of information Ahmed knows that many people don’t.
This was marked as particularly important. The content here is special, rare, personal and meaningful. But it should still have a reason.
Life stories
- struggles
- friendships
- betrayal
- decisions
- failures
- difficult periods
- mental health work
- changing perspectives
- things you regret
- things you learned
- things you used to believe
- relationships with people
- becoming older
- becoming more self-aware
Things you wanted to know five years ago
- Ask: What would younger Ahmed have genuinely benefited from knowing?
- Not motivational poster bullshit.
- Real answers.
People betraying you
- Not: Storytime: everyone sucks.
- Instead: what happened?
- what did you misunderstand at the time?
- what did you learn?
- what would you do differently now?
Mental health
- what you struggled with
- what you worked on
- what actually helped
- what didn’t
- what changed in your thinking
VULNERABILITY IN MEN
- Vulnerability can become strength when there is a lesson attached to it.
- You say what happened because someone else can learn from it.
- Not vulnerability for attention.
- Not trauma dumping.
- There is a difference between “Look how hurt I am.” and “This happened to me. Here is what I understand now.”
Life prompt
- If someone younger were sitting in front of you: What would you genuinely want him to know?
Younger-self prompt
- If you could speak to yourself three years ago: What would you want that version of yourself to know?
General life lessons
- people
- work
- friendship
- money
- loyalty
- confidence
- discipline
- failure
- expectations
- relationships
- yourself
This is the content Ahmed genuinely loves. And this pillar exists for a simple reason: Because this is something you actually like. It comes naturally. It comes from genuine curiosity. You’re not manufacturing a niche.
Topics
- history
- politics
- sport
- food
- cooking
- travel
- culture
- random things he finds interesting
HISTORY
- Random history content is allowed.
- Actually, encouraged.
- If Ahmed happens to know something weird or interesting: Talk about it.
POLITICS
- Political discussion can exist.
- But: NO POLITICAL EXTREMES.
- The goal isn’t to turn the profile into political warfare.
- It can instead be interesting questions, historical context, cultural differences, things people misunderstand, and personal observations.
Example — Cyprus
- “Why do we have two Cypruses?”
- That’s interesting.
- It has history, politics, geography, culture and curiosity.
- And it feels like Ahmed.
Example — Arabic
- “Why Arabic isn’t the same everywhere.”
- Then actually give examples.
- Different expressions, pronunciations, words, countries and meanings.
- Now it’s educational without pretending Ahmed is running a language school.
Sport / fitness
- Why you started running
- Why you run now
- How your ankle got better
- Sand walking
- S&C classes
- Why you chose boxing
- Boxing techniques for newbies
- Gym tours
- Football stories
- Football injuries
- Football team
- Recovery
- Mobility
- Training routines
- Beginner boxing
- Beginner gym education
People / social / entertainment
- jokes with friends
- Zizo
- funny situations
- reactions
- friends trying boxing
- stupid conversations
- random moments
Food
- what you cook in a day
- what you love to cook
- healthy meals
- healthy desserts
- restaurant discoveries
- food abroad
- Open House
- making your own Open House meal
- mix & match combinations
Travel / local life
- Bali
- Canggu
- Egypt
- expat life
- local places
- restaurants
- gyms
- spas
- beaches
- work locations
- monthly expenses
- visas
- experiences abroad
$50 IN CANGGU
- “What you get for $50 in Canggu.”
- This could become an entire recurring format.
- What does $50 get you in food? gym? spa? accommodation? day out? healthy lifestyle? entertainment?
Bali visa extension
- Document what you do, how it works, what is annoying, what surprised you, and what foreigners should know.
Gym tours
- Not: Generic gym review.
- Instead: what’s interesting? what’s weird? what does it cost? what equipment does it have? what’s different from Egypt? would you actually train here?
Spa review
- Not polished influencer ad energy.
- Just: I tried this. Here’s what it was actually like.
The strategy should use multiple formats. Not everything needs to become a Reel.
FORMAT 1 — PICTURES / CAROUSELS
- Pictures still matter.
- Especially social photos, work photos, fitness photos, passion-related photos, local photos, travel, food, sports and life.
- But the picture alone isn’t necessarily the content.
- The story around the picture often is.
CAPTION IS VERY IMPORTANT
- A good caption can contain the story, useful information, opinion, location, context, recommendation, experience and humour.
- It makes an otherwise ordinary photo worth consuming.
Discoverability
- tag places
- include locations
- give useful information
- mention what something is
- explain where you are
- use searchable language
- think about SEO/discoverability
- The goal: Someone who doesn’t know Ahmed should still be able to discover the content.
FORMAT 2 — REELS
- Important rule: NOT AESTHETIC. YOU.
- We don’t need Ahmed to suddenly become Cinematic Fitness Man™ staring dramatically at the ocean while motivational music plays.
- Reels can be messy, funny, conversational, useful, spontaneous, story-based, opinionated and experimental.
- Personality > aesthetic perfection.
Reel example
- “Day 1 of doing this social media shit.”
- That immediately establishes humour, honesty, personality, story and journey.
- And it can become recurring: Day 1. Day 7. Day 30. What happened? What sucked? What worked?
FORMAT 3 — STORIES
- Stories are where Ahmed should actually engage.
- Not simply repost feed content all day.
- Use Stories for conversation, questions, polls, reactions, opinions, behind the scenes, updates, jokes, friends, daily life, imperfect moments, responses and random thoughts.
- This is where people begin feeling like they actually know him.
“Best healthy dessert I had in Bali”
- Potential angle: Best healthy dessert I had in Bali while trying to stay fit.
- Could include where it is, price, calories/macros if relevant, taste, and whether it is actually worth it.
“How I made cardio enjoyable”
- Walk on the beach.
- Instead of: Cardio is important.
- Ahmed shows: I hate boring cardio, so this is how I made myself actually do it.
“Cooking or not cooking in Bali?”
- Compare cost, convenience, food quality, eating out, cooking, health and lifestyle.
“Gym tour in Bali”
- Angle: We don’t have this in Egypt.
- Now it becomes more than a gym tour.
- It becomes cultural comparison, fitness, travel, opinion and useful information.
“Actual monthly cost of living in Bali as an expat”
- Potential categories: rent, food, gym, transport, cafés, activities, visas and random expenses.
- Very searchable. Very useful. Very relevant to Ahmed’s actual life.
“5 mobility moves before I train boxing”
- Practical. Saveable. Easy. Useful.
“5 boxing moves you can learn in one day”
- Beginner-first educational content.
“Tried surfing for the first time”
- Ending: Failed :)
- Good.
- Failure is content too.
- Actually, failure often creates more personality than pretending everything went perfectly.
GOAL 1 — LET MORE PEOPLE SEE A VERSION OF AHMED
- Not just body, fitness, posing, travel photos.
- But personality, humour, ideas, knowledge, friends, sport, struggles, interests, weirdness, opinions and stories.
GOAL 2 — SELL / ATTRACT / CONVERT
- Without turning every post into: BUY SOMETHING FROM ME.
- People should first discover, watch, understand, relate, trust and become curious.
- Conversion comes later.
GOAL 3 — BUILD PROFESSIONAL VALUE
- Content can help people see Ahmed as more than: “Some guy with an Instagram.”
- They can understand what he knows, how he thinks, what he does, how he communicates, what kind of person he is, and what he is good at.
GOAL 4 — GROW
- Growth comes from having multiple reasons to follow.
- Someone might arrive because of boxing and stay because of Ahmed.
- Another person might arrive because of Bali and stay because of history + humour + daily life.
- Another might arrive because of football and eventually care about life stories.
GOAL 5 — BUILD TRUST + LOYALTY
- Trust is built through repetition.
- People repeatedly see how Ahmed thinks, what Ahmed does, what Ahmed likes, what Ahmed recommends, what Ahmed believes, how Ahmed reacts, and how Ahmed lives.
- Eventually: stranger → follower → familiar person → loyal audience.
GOAL 6 — STAND OUT BY BEING AHMED
- The differentiator isn’t better editing.
- It isn’t more aesthetic Reels.
- It isn’t finding the perfect niche.
- It is the combination of boxing + football + fitness + food + Bali + Egypt + friends + history + politics + travel + work + stupidity + opinions + lessons + failure + recovery + daily life.
- Someone can copy a format.
- They cannot copy the exact combination of experiences, personality and interests behind it.
AHMED DOES NOT NEED TO BECOME A “CONTENT CREATOR.” He needs to make his existing life understandable and interesting to strangers.
He already has
- sport
- travel
- expat life
- friendships
- boxing
- football
- food
- training
- opinions
- history
- politics
- failures
- recovery
- lessons
- weird curiosities
- places
- routines
- experiences
- stories
We turn those into
- ENTERTAINMENT
- EDUCATION
- PERSONALITY
- TRUST
- CONNECTION
- DISCOVERABILITY
- AUTHORITY
- EVENTUAL CONVERSION
The strategy is not: “What content should Ahmed create?” It is: “WHAT IS ALREADY HAPPENING IN AHMED’S LIFE THAT WE ARE CURRENTLY FAILING TO TURN INTO CONTENT?”