How often should you post on Social Media?
How often should I be posting? In agency land, this is quite possibly the most frequently asked question of all time. Platforms and algorithms have changed greatly over the past 10 years, but our answer to this question remains the same: Focus on quality, not quantity.
But ditching the "post every day" mentality can feel daunting. Especially with big players like Gary V advising you to show up for your audience multiple times a day on multiple platforms. The reality is, that’s not always possible. More to the point, as a business, it’s hardly ever the best use of your time or budget.
Here are some insights to help you develop a sustainable and impactful social media posting strategy for your business. We'll debunk the myth of the magic posting number and show you how to prioritise quality content creation.
Why Consistency Matters More Than Frequency
An Engaged Audience… Not Just Followers: Nobody wants a feed flooded with repetitive, poorly-planned content. Focus on creating valuable and engaging posts that resonate with your target audience and offers diversity in format and messaging.
Algorithm Blues: Meta has a lot of algorithm secrets. But the fact that low-quality content can hurt your reach is not one of them. Social media platforms prioritise posts that generate engagement, so frequently churning out low-quality, low engagement content can lead to decreased visibility.
Burning your Resources: Constantly churning out content is a recipe for burnout. Focus on creating high-quality content that can be repurposed across platforms, saving you time and resources.
Set Goals for Sustainable Success
There's NO magic number of posts that will define your success across platforms. Instead of chasing an arbitrary posting frequency, set achievable goals for high-quality content creation:
Identify Your "Why": What are your social media goals? Brand awareness, lead generation, community building? Define your goals to guide your content strategy.
Content Calendar: Plan your content in advance to ensure consistency and avoid last-minute scrambles.
Quality Is Everything: Focus on creating engaging and informative content that your target audience will find valuable.
Repurpose your Content: Extend the reach of your content by repurposing it across platforms. Turn blog posts into social media graphics, use snippets for email marketing, or adapt video content for paid ads.
Weaving Your Organic Strategy into Your Marketing Mix
Organic posting is just one piece of the puzzle. Consider how your social media strategy integrates with other marketing efforts:
Paid Ads: Optimise your best content with targeted paid advertising campaigns to drive sales, bookings or enquiries.
Social Proof: Link your posts to specific products on your website to allow the shopper to see it in action as they’re browsing.
Content Marketing: Repurpose social media content for blog posts, articles, or infographics for use on multiple platforms.
By creating a cohesive online marketing strategy, you can maximise the impact of your social media efforts and minimise the legwork.