The age-old question almost every business and individual has asked me, how often should I be posting on social media to build my following? And my answer is always the same, consistency > frequency.
In my experience, the frequency you post does not always equal engagement but what does is good, quality posts in a consistent pattern. You could post every day, twice a day and if your content isn't engaging and doesn't resonate with your audience then you're not going to get anywhere, or you could post good quality, add value content that resonates and engages your audience twice a week that reaps the rewards.
Here are some tips for posting on social media to follow to help increase your engagement and following;
Consistency > frequency Commit to posting at a consistent rate each week and don't get bogged down by the frequency at which you're posting. It's better to commit to sharing quality content twice a week than it is to post subpar content every day.
With every piece of content ask yourself why would my audience care? When you're writing content, and creating graphics or reports ask yourself what value is this giving to your audience. Content should always do at least one of three things, entertain, inspire or educate.
Keep a calendar and make a plan As with everything in marketing you need to make a plan. Sit down and think about your content calendar, when will you share on social media and how does that fit in with your audience's behaviours? Are they surfing socials at night time? During work hours? Or perhaps they're only engaged and online at the weekends. Think about your audience and tailor a calendar to their behaviours.
Track your insights Keep track of your following and most importantly your engagement rate. How many engagements are you receiving on your posts? What content types perform best? What are your audience behaviours and have they changed since you made your initial plan? Sit down each month to analyse your insights and see what they are telling you about your audience and their response to your content.
Adapt and engage If you're not getting the engagement you had hoped for don't waste time flogging a dead strategy. Be quick to adapt and change to the response you're receiving, it could be the time of day or the day itself you're posting. It could be your audience aren't responding to the content types you're putting out there. Don't be afraid to try something new if what you had planned isn't working.
In short, there is no one rule for how often you should post on social media, but to grow an engaged following you should focus on posting quality content that speaks for your brand and resonates with your audience at a frequency that's manageable to you and your social media team.
For a social media audit and plan be sure to fill in one of my contact forms here on the Heyday website to get in touch, I'd love to sneak a peek at your socials and help you grow your business!
Hannah, Heyday Digital Agency
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