The evolution of social media has led to quality, consistency and audience targeting being more crucial to success than quantity.
There was a time when it felt like there was no such thing as over posting on social media and if you were not active several times a day you were failing.
Whilst posting constantly can still be an effective strategy for the right kind of business or personal brand it is not the only way. The output and results of influencers such as Gary Vaynerchuk simply cannot be emulated by most businesses who lack the resources or desire.
Changes in consumer behaviour. the way platforms use algorithms to determine what users see and what companies have to pay for has led to fundamental changes in content strategy. There is a need to reduce the noise with a more targeted and powerful approach to social content.
Rise of LinkedIn and Decline Of Twitter
As Facebook throttled page reach and Twitter drowned in bots, LinkedIn became the last bastion of organic reach.
The transformation of LinkedIn from a glorified online CV to a genuine business publishing and relationship building platform, has seen the overwhelming content needs of Twitter replaced by LinkedIn for B2B organisations.
An algorithm that punishes publishing multiple times per day and stretches reach throughout the week means one good piece of content can create visibility and action throughout the week.
With LinkedIn less can definitely be more
Boring Content Gets Ignored
People can tell when something is posted authentically in the moment and those that are robotically scheduled and there is a palpable push back against robotic content.
Automation is great when it makes life easier, however when it is used to push spammy messages it can damage reputations.
Users want to be engaged rather than shouted at, which means higher quality content less often will win out over aggressive echo chamber posting.
Decline In Organic Reach
The decline of organic reach on Facebook and other social media platforms can suggest you have to post more to reach your audience. In reality it means you should post less. Why invest hours of resources creating and publishing content that will not be seen.
Instead save the time and invest a moderate amount in promoting your content to a highly targeted audience that will find it valuable. This will mean more engagement, more clicks and ultimately sales.
The bottom line may appear to falter but you will have more time in the business to focus on other revenue generating activities.
With this strategy the focus shifts from quantity to quantity and the need to be effective in using and retargeting the data that advertising on Facebook creates.
Social media is noisy and there is only so much motivation, throwbacks or inspirational fluff that your target audience can absorb. Avoid lazy content and focus on capturing the attention of your audience with quality to drive action.
A new client recently admitted that they found their own content boring and would not read or engage with it if they were their clients. It was no surprise that social media was not delivering for them.
Remember if you wouldn’t read it, then why would your potential customers.
The Power of Consistency
If you are building an audience on social media and using tools such as Facebook Live or LinkedIn Video,then consistency and communicating your consistency is a vital component of success. You can train your audience when to expect new content, increasing views, engagement and action.
One weekly live video can be far more powerful than several sporadic videos throughout the week.