Content marketers and social media managers will often worry about the frequency with which they post new content to their social channels. Are they posting too little? Or are they putting out too much? It’s an interesting question that garners a lot of responses from different people. Opinions are often split, and people will have different answers based on the social platform in question. So, with such uncertainty in mind, we look at how often you should post on social media.
Good Content is King
From a micro-algorithm game of marketing, some people would suggest that putting out too much content could be harmful. It reduces awareness with your viewers, as they’ll become desensitised to your activity. It will eventually fade to become background noise. However, from a branding perspective, others would argue that you can’t put out too much content, provided what you’re posting is of a high quality.
Bill Gates famously once said ‘content is king,’ and this adage is a popular one amongst marketing specialists. However, the content that you’re putting out has to be genuinely worthwhile to the people it’s aimed at. There’s no point churning out endless material that’s a rehash of what you’ve posted before. It has to be something new, innovative, high-quality, and genuinely useful.
When you’re outputting large volumes of content, you do risk burning out some of your viewers or subscribers. Once the material becomes less relevant or too saturated for someone’s tastes, they may get fed up. However, hopefully, you’ll be adding more viewers and subscribers than you’re losing. Furthermore, the people you do maintain will be the ones that take genuine worth from your content. They’ll be more likely to engage with what you’re putting out on your social channels.
By holding back from posting regular content, you’re potentially damaging your chances to really take off. Even if you’ve been in the social media game for a while and appear to have plateaued, one piece of killer content could totally transform your outlook. Why take the risk of not posting something because you’re worried about the impact of over-posting?
Try Different Platforms
The social media landscape is vast at the moment. When you’re trying to market your content, it’s easy to focus on the platform that you think is the ‘best’ suited to your material. However, it’s always a good idea to try and expand your reach into new territories. It can sometimes be hard to gauge how an audience on another platform will react to your work. Just because you’ve been trying to increase your views and subscribers on YouTube doesn’t mean you shouldn’t try Instagram or Snapchat to reach new people.
Try new formats as well; if you’ve traditionally focused on longer videos or posts on one platform, experiment with micro-content on other ones. Alternatively, you could try reaching new people by writing about your work in a blog format.
One of the most effective ways to gain traction with your content is by collaborating with others. This expands your reach to other markets and viewer bases, and also means that you can continue posting with high-frequency as your content will be fresh.
Try to find other channels that you can integrate your narrative into. You’ll have to reach out and demonstrate how such collaboration can be beneficial to both parties. This means that you’ll have to really know your niche and how it can interact with other markets. It’s a huge opportunity that can really give your content marketing some traction. Don’t be afraid to reach beyond your expertise into other areas.
There are so many people you can contact to work with. Although some won’t be interested, many will be in the same situation as you. They’ll be looking to expand their influence but may not be sure on the kind of content and how often they should be posting. You can help each other on both fronts.
Consistency is Key
When considering how often to post content on social media, you should worry more about consistency than frequency. You’ll want to get into a regular rhythm of posting content at specific times. This means you’ll have to create a plan for your content if you haven’t done so already. Essentially, you want your audience to know that, at specific times when they visit your channels, there’ll be new, high-quality content for them.
It may sound like an impossible task to keep up with the demands of such a regular schedule. However, thankfully there are some tools that can help. One such tool is Clickasnap’s new automated marketing system. This is software aimed specifically at photographers who want to share their work. It makes advertising your photography on social media an easy and intuitive process. The most recent update has overhauled the AMS, allowing you to post when you need.
Users can connect their Facebook and Twitter accounts and automatically update their content across both channels. However, perhaps the most appealing feature for Pro Account users is the scheduling feature. This tool allows you to upload content to your Facebook and Twitter feeds at scheduled intervals. There are various timings you can choose; every 30 minutes, every hour, every two hours, or every day. The AMS will then select an image at random from your Clickasnap portfolio and upload it.
This powerful tool will help photographers gain more traffic and interaction with their photos, and allows them to take control of their content. The team at Clickasnap plans to eventually roll out updates with Instagram and Pinterest integration.