One question we are often asked is whether it’s best to focus your social media marketing efforts on the quality of your social media posts or the quantity of them. Though ideally, you should be posting high-quality content often, it can be difficult to find the time to do this without hiring social media management.
If you’re limited on time, it’s best to focus on the quality of your posts to better connect with your customers. Read on to find out how and why it’s best to focus on the quality rather than the quantity of your social media posts.
Avoid appearing ‘spammy’
Posting high-quality content rather than spamming lower-quality content will help your brand appear more trustworthy. Consumers follow brands because they trust that the information they are putting out is both reliable and relevant to them. Posting too often can both seem suspicious, and irritate your followers by flooding their news feeds.
Focus on your target audience
It’s true that the more information is out there about your brand, more people will find you and the stronger your reputation may become. But it’s also true that you can achieve great success through social media without having hundreds of thousands of followers. It’s better to have a smaller following of people who are invested in your business than to rack up dozens of followers who aren’t interested in what you’re offering.
So, it’s best to focus your marketing efforts on creating content that’s important to your target audience, who will naturally engage with it. Posts that receive a lot of engagement are more likely to appear in other people’s News Feeds on Facebook. Instagram also boosts future posts if your content gets engagement from your target audience.
Plan your social media marketing strategy
If you post a lot without thinking too much about what you are putting out, you may get stuck in a negative loop of disengagement. Your posts aren’t performing well, so you post more to get more interaction. You don’t focus on improving the quality of your posts, and the cycle continues.
Rather than publishing posts at random, it’s important to think about your social media strategically. Having a solid plan and outlining your goals will help you to get more out of your social media. Creating a content calendar can help you to track your engagement more easily. When planning your content, you should think about:
- Which platforms suit your audience’s demographics? eg. most of Instagram’s users are 25-36 years old.
- What types of posts have performed well for you in the past?
- What is your brand image? How do you want to come across?
Posting high-quality rather than high-quantity social media content will also ensure that you have enough time to dedicate to other important aspects of your social media strategy. Interacting with customers on social media is just as important as posting content. Taking the time to respond to all of your messages and comments will ensure your customer service is on top form.
If you’ve already masterminded a social media strategy for your brand but you aren’t seeing results, it might be worth investing in a social media audit. This will get to the root of why you aren’t achieving your social media marketing goals.
Create quality content
If you’re stuck thinking of social media content that will help you reach your customers, here are some ideas to get you started:
- Create timely posts for relevant seasonal events, whether that’s a national food day or a religious event.
- Use multimedia like images, video and audio to engage your audience.
- Host a giveaway, but ensure you do so safely, in a way that doesn’t undermine trust in your brand.
- Use interactive elements like polls and questions to encourage your followers to engage with content
There is no ‘one-size-fits-all’ approach to social media content, and the type of content that works for your business will depend on your audience, location, industry, and other factors.
That’s why it can be useful to seek help from a social media marketing agency. They can provide you with services like a social media audit, social media management services, or professional training.