How to read this
Nothing here is locked. The wind decides the order.
If week three is flat and week four is howling, the posts swap — that’s expected, and the plan is built to survive it. What matters is that two things go out every week and that the four pillars stay roughly balanced across the eight weeks. The order below is the ideal run, not a contract with the weather.
Posting days are Tuesday and Thursday. That’s a working default rather than a finding — once there are a couple of months of real numbers on the account we’d look at what actually lands and move them.
The eight weeks
| When | Pillar & post | What gets filmed | Why this one |
|---|---|---|---|
| Week 1 Tue |
The beach Where this actually happens |
Wide, slow clip of Van Riebeeckstrand with the wind up. No riding, no logo, no pitch — just the place. Caption names the beach and the wind, and says this is where lessons run. | Sets the location in people's heads. A surprising number of Capetonians don't know there's a school on this stretch. |
| Week 1 Thu |
The progression Day one looks like this |
A genuine first-timer on the beach with the trainer kite. Include the bit where it drops. End on them getting it steady. | Beginners assume day one is humiliating. Showing that it's normal removes the reason people put off booking. |
| Week 2 Tue |
The crew Meet an instructor |
One instructor, to camera, 30 seconds: name, how long they've been riding, what they like teaching most. Filmed on the beach, not in a room. | Puts a name and a face to the person a nervous beginner will be handing themselves to. |
| Week 2 Thu |
The gear Which kite for today's wind |
Stuart at the van with two kites out. Plain answer to a plain question: it's blowing this hard, so you'd want this one, and here's why. | This is the Flysurfer authority working. Useful to people who already ride, which is exactly who buys gear. |
| Week 3 Tue |
The crew Sundowner session recap |
Cut from the first event. People on the beach, a couple of riders, the light going. Faces more than action. | Proof the crew exists. This is the post that makes someone ask when the next one is. |
| Week 3 Thu |
The progression Three days apart |
Split screen or straight cut: same student, first session against last session. Name them, with their permission. | The single most persuasive thing you can post. It's the whole offer in ten seconds. |
| Week 4 Tue |
The beach What the Cape Doctor actually does |
Explain the local wind in plain language over footage of it filling in — why this stretch works, how it wraps around the point. | Positions Molo as the people who know this water, not just people who sell lessons on it. |
| Week 4 Thu |
The gear The test centre exists and it's mobile |
Show the demo gear coming out of the van. Say plainly that people can try before they buy. | Almost nobody knows this is on offer. It's a strong reason to come to a session. |
| Week 5 Tue |
The crew A team rider's session |
Repost or recut a team rider's own footage, credited. The good stuff — this is the aspirational end of the account. | Costs nothing, shows the top of the progression, and gives the rider a reason to keep posting. |
| Week 5 Thu |
The progression The one that nearly quit |
A student who found it hard and stuck with it, telling it themselves. Honest about the frustrating middle bit. | Beginners quit in week two. Naming that in public is how you keep them, and it builds real trust. |
| Week 6 Tue |
The beach Downwinder from the water |
Footage from the mid-month downwinder — the coast moving past, the group strung out along it. | Shows there's a reason to keep riding with Molo after you no longer need teaching. |
| Week 6 Thu |
The gear What's actually in the shop |
Slow pan of the shop with Stuart talking over it. Not a catalogue — what he'd personally ride and why. | Turns the shop from a web page into a place with a person in it. |
| Week 7 Tue |
The progression Wing foiling, from zero |
A first wing lesson. The board coming up on the foil for the first time is the money shot. | Wing is the growth sport and a lot of people don't know Molo teaches it. |
| Week 7 Thu |
The crew The regulars |
The people who are always down there. Short clips, names, how long they've been coming. | This is the tribe made visible. It's the post that says there's a group here you could belong to. |
| Week 8 Tue |
The beach A flat day, and what to do with it |
No wind. Film it anyway — the bay glassy, gear being serviced, a plan for the week's forecast. | Posting on flat days is what makes the account feel like a real place rather than a highlight reel. |
| Week 8 Thu |
The crew What a camp would look like |
Tease the first camp with footage from the events so far, plus flat water at Langebaan. | Turns eight weeks of tribe-building into the first real thing the crew can sign up for together. |
Where the events land
The three monthly events aren’t posts — they’re what the posts are made of.
| Month one | Feeds |
|---|---|
| Sundowner session | Week 3 Tuesday recap, plus crew and beach material for weeks 4–5, plus at least one progression story if a beginner comes along. |
| Downwinder | Week 6 Tuesday, and the aspirational footage that makes the independent riders stay involved. |
| Foil / wing day | Week 7 Tuesday, and the test centre material in week 4. |
Every event gets announced in the WhatsApp community before it goes on Instagram. That gap is what makes being in the community worth something.
The things that go out between these
Team-rider reposts
One or two a week, credited. Their footage, your account. Agree up front what they tag so it’s easy to find rather than chased.
Stories, most days
The morning wind call. Who’s down there. A clip of whatever is happening. Thirty seconds of effort, and it’s the thing that keeps Molo in people’s heads between posts.
The review ask
Not a post. After every lesson and every event, in person, once. This runs from day one alongside everything else.
Replies
Every comment and every DM answered, quickly. On an account this size that’s completely doable, and it’s most of what makes a tribe feel like one.