retainer vs project.
ongoing retainer or one-off project? the right answer depends on whether you need momentum or a moment.
retainers build sustained momentum; projects deliver a defined outcome. social media usually rewards the consistency of a retainer, but projects suit specific, contained needs.
when you engage an agency, you're usually choosing between two models: an ongoing retainer or a one-off project. they suit different needs, and picking the wrong one means either paying for more than you need or starving an effort that needed continuity.
— 01what a retainer gives you
a retainer is ongoing, consistent work — content, management, optimisation, month after month. social media rewards consistency, so this is the right model for the core, always-on work of growing and running your presence. it builds momentum that one-offs can't.
— 02what a project gives you
a project is a defined piece of work with a start and end — a campaign, a content shoot, a launch, a strategy document. it's ideal for specific, contained needs where you don't need ongoing support, just a particular outcome delivered well.
— 03how to choose
need to grow and run social over time? retainer. need a specific deliverable or one-time push? project. many brands do both — a project to set the foundations or run a big moment, a retainer to sustain the everyday work.