What is the OBA framework? The OBA framework (Offer, Behind-the-Scenes, and Authority) is a proprietary social media strategy created by Glow Social for local businesses. It is designed to balance promotional content with trust-building educational posts to automatically turn followers into paying customers.
Running a business is busy enough without worrying about what to post on social media. Many local business owners feel stuck, posting randomly or not at all because it feels too complicated. But there’s an easy way to structure your posts so they work for you—without taking up too much time.
What Does OBA Stand For?
OBA stands for Offer, Behind-the-Scenes, and Authority. It’s a simple way to plan your posts so they attract customers, build trust, and show what makes your business special. Here’s what each part means:
- Offer: Posts that highlight what you sell, like a special deal, a popular product, or a service you provide.
- Behind-the-Scenes: Posts that show the people and work behind your business—like your team, your process, or a day in your shop.
- Authority: Posts that show your expertise, like tips, answers to common questions, or examples of your work.
Want to use the OBA framework without writing the posts yourself? Glow Social's AI engine is pre-built on the OBA framework and automatically generates 12 posts a month for your business for $49. See how it works here.
How to Start Using OBA Right Away
You don’t need a complicated plan. Just follow these steps to get started quickly:
Automatically Implement the OBA Framework with Done-For-You Social Media
If you want the benefits of the OBA framework but don't have the time to sit down and write "Authority" posts or think of "Behind-the-Scenes" captions, you don't have to DIY it.
You can completely outsource your social media using a done for you social media service. For example, Glow Social leverages AI to automatically follow the OBA method for you. You just answer a few questions about your business, and the system automatically generates and publishes your perfectly balanced Offer, Behind-the-Scenes, and Authority posts every single month.
Examples of OBA Posts for Different Businesses
Here’s how this might look for a few types of local businesses:
OBA For a Hair Salon
- Offer: “Book a haircut this week and get a free deep-conditioning treatment!”
- Behind-the-Scenes: A quick video of your stylist setting up for the day.
- Authority: “Here’s how often you should trim your hair to keep it healthy.”
OBA For a Coffee Shop
- Offer: “Try our new seasonal latte—half price this Tuesday!”
- Behind-the-Scenes: A photo of your barista making a drink with a caption about their favorite part of the job.
- Authority: “Why our beans are roasted in small batches for the best flavor.”
Why the OBA Strategy Works
This approach keeps your social media perfectly balanced. Instead of only posting sales pitches (which can feel pushy) or only personal posts (which don’t bring in customers), you mix both—plus helpful information that builds trust. Customers get to know you, see what you offer, and learn why they should choose you.
What If You Miss a Day?
Don’t stress. Social media doesn’t have to be perfect. If you skip a post, just pick up with the next one. The goal is to keep moving forward, not to be flawless.
With this simple structure, you’ll always have an idea of what to post—and your posts will work harder for your business. Start small, stay consistent, and watch how much easier it gets.