Social media can be one of the most effective tools when it comes to growing brand awareness and reaching a wider audience.
But it’s vital not to overload social feeds with irrelevant content or, even worse, not to post anything at all.
In this post I'm going to look at frequency of posting content to social but it's important to bear in mind that posting content is just the start of the process. It’s essential to manage comments and to make timely and appropriate responses.
Social networking sites are constantly changing their software to keep up with consumer trends, it’s making creators and businesses learn to follow the trends and discover what type of content they need to post and how often.
It’s a learning process, a week of posting content three times a day isn’t going to shoot the following up to a million followers.
But understanding which content each site favours and the frequency needed to align with their algorithms, could be the difference between your success on social media compared to competitors.
Gaining large amounts of likes, comments and shares thrive from brands which don’t enter the social media world without a plan of what content to post and irregular scheduled posts.
If you’re planning to use social media to grow your business, then here’s how you should manage how often you post content online:
Don’t overload content
It’s easy to post anything and everything on social media but stop and process what would work best to reach your target audience.
Don’t just tweet out every hour about a trending news topic or post over three videos a day on one social site, because it’ll just lead to frustration among viewers who are getting bombarded by content.
Stick to sensibility. Outline a plan of what should be posted whether it’s frequently posting engagement posts on a Monday and then focussing one video on a Wednesday.
Consider what time the content is posted
It’s important to remember that it’s not just about frequently you should be posting on social media, but what time and on what day, depending on the social platform.
Businesses are recommended to post on Instagram on Wednesday’s at 11pm to get the best interactions from users (Hootsuite, 2022).
Frequent Instagram stories
Posting on Instagram stories offers a type of new visual content which gets frequent views from followers.
If you’re only just starting to post on stories, posting regularly improves brand visibility and shows your target audience there’s a person behind the brand.
It’s a great tool to build the reputation of your business as one which interacts with users and isn’t just there for name’s sake.
More video lead content
Photos and links on sites were originally prioritised, but there’s becoming a greater shift to video lead content since the rise of TikTok over the last few years. With Instagram developing their algorithms to favour reels and videos.
To combat this change, many sites are encouraging brands to follow the trend and focus on video lead content.
Videos are more interactive; they stand out to users by their visual content and people can re-watch them to gain more information.
Frequently post on announcement days
Don’t be afraid to celebrate good news – pop open the Prosecco and share the joy with your followers.
If you have a new product or deal confirmed, more is best to show off achievements and get the most out of social media interactions.
Followers will be happy to share the success which will reflect on more likes and comments which will boost your reach out to new audiences.
For most consumer brands social media isn’t a place to be particularly serious. It’s best to provide more entertaining content so people want to follow the account.
Sites such as Facebook, Twitter and Instagram can be used to post about a new line of products and news about the team, but they can also be used creatively with giveaways, comedic engagement posts and off-script videos.
It’s all about balancing the use of formative language. This will keep followers engaged and excited to look at new content being posted on their social media feed. Brands can have fun too.