The Social Landscape in 2019
The social media scene is more crowded than ever, and it’s vital for brands to have a strong presence on the platforms that make sense for them. However, you don’t want your brand messaging to over-populate and pollute news feeds. There is nothing worse for your business’s online presence than coming off overly eager and salesy.
While posting on social media may seem like a simple concept — share and get instant exposure — it can be incredibly complex if you’re using it as a tool to deliver on measurable business goals. Whether you are measuring engagement, sales, or traffic, you need to have a solid strategy in place with KPI’s.
When should you post on social media? How often should you post on social media? What should you be posting on social media? What’s the best time to post on social media? These are all questions that have custom answers depending on your business — and should be factored into your social strategy.
How Often Should You Be Posting On Social Platforms?
Your social media posting frequency shouldn’t be overwhelming, and it shouldn’t be fluffy. Think about it this way: you shouldn’t be posting just to prove that you have a presence. It is always better to have no presence than to have a negative, dated or out-of-touch existence on social media. If you’re wondering how often to post on Instagram, Facebook, or any other social platform, note that it may actually be better to do less on social.
You can actively see brands that used to post 3-4 times per day on social media a few years ago, now only post a few times a week on select platforms. This isn’t a slip; it’s part of a strategic social schedule.
Hubspot tested Facebook data from over 13,500 customers and found that brands who posted on social media 1-5 times per month saw their engagement almost double! It’s also important to note which networks you should be on. Depending on your business, you should identify which networks will resonate the most with your current and target audience.
Quality Over Quantity
You need to think of social media as a competition. Are you producing meaningful content better than your competition is? Are you bringing value to your consumer? Is your post just adding more noise to an already saturated social landscape? While no one wants to think that their posts are just scrolled past, the average person scrolls through 300 feet of social media a day! Not to mention that on average, businesses spend between $200 and $350 per day on social media marketing. That’s a lot of noise.
The only way to stand out against the noise is to create truly premium content. Ask your audience what they want to see and then deliver it. Focusing on the number of posts you create will make people unfollow you, but emphasizing quality content will make your page stand out. Think about how difficult it is to get someone to stop their incessant (and sometimes mindless) scrolling on a social media platform to view your content — you’ve got to create a post that speaks up.
Standing Out Through the Noise
Now more than ever, it is important to have a solid social media strategy and understand what you are trying to get out of each platform. Social media has completely changed over the past few years, so it is important to evolve with the landscape. Don’t let your business fall behind. Contact the experts at Ballantine to get a hand crafted and analytical social media strategy for your business. Our team is constantly on top of social media trends and the changes that happen day-to-day within the industry.