2. Long-term Consistency Beats Short-term Intensity
We get it. It’s easy to take some photos and add a cute filter and a hashtag or two. But unless your business was only opening their doors for a few weeks, longevity and consistency (which is hard) is essential
. You don’t have to be exceptional with every post, but at a minimum, you need to be at a level that even on a bad day, you get points on the board. You may not like what I’m about to share, but here it is: successful brands post at least 1x a day, and on some channels as much as 15x a day (if using Twitter).
You don’t have to post as much as the big companies, but you can aim for a higher level of frequency and consistency. That’s why many businesses create an editorial calendar, as it helps with big picture thinking, organized messaging, and smarter strategy. By building campaigns for 3 months at a time, you can dedicate a block of time each week or month to creating your social content. Nowadays, software automation is a useful and inexpensive option that frees up more time for real one-on-one engagement. And it’s a much better solution than letting social content take you away from other daily tasks and important activities.
It takes time to build a loyal following, gain trust, and nurture relationships. And sometimes after a single post, it can feel like you’re making a small dent in a massive amount of content generated on the internet. The key to building and growing an audience is being consistent and active for the life of your account. Publishing regularly gives your audience a reason to come back frequently and engage with your brand. In the world of social media algorithms (and all marketing) consistency of performance is essential.