It’s cliche, but have you ever heard the saying, “less is more”? Unless we’re talking about cups of coffee, hours of sleep or sprinkles on a donut, more is not always necessarily better. A trend we’ve noticed lately in social media, especially with businesses, is a serious case of over-posting. And we get it. The algorithm messed with your flow and your traffic isn’t quite what it used to be. But friend, we’re here to tell you that spamming your audience isn’t necessarily the answer.
There are of course, a few exceptions, but it’s important to gauge your audience to find how often and what you should be posting. If your sole purpose is to post lifestyle content a la Glitter Guide or Style Me Pretty, then yeah, go for the gold. But if you’re a service or product-based business who is looking to grow their following on Instagram or other social media platforms, chances are, you’re going to have a different type of content to post than the above mentioned businesses.
The 80/20 Rule
There's no secret formula to successfully engaging with your audience on social media, but applying 'The 80/20 Rule' should always be a big part of your social media strategy. It simply comes down to this: use just 20% of your content to promote your brand, and dedicate 80% to content that really interests your audience and engages them in conversations.
Don't get me wrong, social media is definitely a large part of your marketing mix. But because people use social media to be social, they don't want to be subjected to your online sales pitch. Always make it about building relationships, rather than annoying your audience with irrelevant content and boosting your own image.
Can you imagine following someone who was just pitching their business to you 5-10x a day? You’d hit that “unfollow” button so fast it would make your head spin.
More Posts Doesn’t Necessarily Mean More Eyes
In fact, it could have the opposite effect. The way the new Instagram algorithm works (at least at the time of this post), is tricky. They measure engagement, reach, likes, comments, etc. The more people organically engage on your posts, the more eyes you’ll get on the next one, and the next one, and so forth. But if you’re overposting, it’s easy for people to scroll right past and now ping any of those metrics for you. Which is where our next point comes in…
Post better, not more. Instead of spending your time coming up with an overwhelming number of posts for social media, focus your efforts and intentions on crafting 1-2 incredibly high quality posts that will provide value for your audience. Share information that’s relevant to your audience, answer their questions, and focus on actionable content.
For the sake of your audience, and the sake of your own time, less is more. Focus on quality over quantity. High quality content is relevant, valuable, and actionable. It’s audience-centered, it answers their questions, and it focuses on their needs. If you can’t do that in every single post, just don’t post it!