We get this too often, a new client brief asking for 3 posts per day per platform and generally the brief is asking for at least three platforms. We hear you, social media is about being social, it about engaging, it’s fast paced. Live fast die young – with reference to social media posts that is.
The reality is that people don’t unfollow brands who don’t post. They unfollow brands who post too much.
If you were to post three social media updates per day, across three platforms, that’s nine posts per day. That makes 63 posts a week (including weekends) and a staggering 270 individual social media posts every month. Keep in mind that ideally all of these should be well-thought-out valuable pieces; is there even that many things to say in a month? There are exceptions in the case of media houses or publicists where it is part of their brand mandate to provide ongoing, updated news and content. Oh and of course influencers who mostly document their daily lives.
The key focus is value. Quality over quantity, meaning less really is more. It is realistically impractical for brands to post this amount of social media content when considering the cost implication of designing, uploading and promoting all of these posts. Time is money and putting out such a vast amount of content requires a lot of resources that most businesses don’t have access to. Ideally, we are all about getting as much bang for your buck by being razor focused with the content in making sure that every post is contributing toward driving strategic business value. Content should be designed to align with over-arching marketing strategies and business objectives while also not spreading the brand too thin by trying to be everything to everyone on every platform. Decide on key messaging and then direct these posts through the channels where your customers are more likely to be and where they prefer to engage with your brand. Social media at the end of the day is about the user, not about the brand – think about how you use the platforms.
We have proven success with as little as 2 posts per month for some of the brands we work with. If you find yourself being overwhelmed with working out what to post next on social media, reach out to us and let us support you with a best fit strategy.
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