More isn’t always better when it comes to social media campaigns. The idea of “more content equals more views” doesn’t get you much. Social media posts aren’t like a billboard that your potential customers have to drive past every day.
Social media users have control over their feeds. It’s made up of what they want and what others in their network like. They don’t want crap content in their feed and don’t want too much content diluting all their good content. If a poster has a reputation for diluting what viewers want to see, just a few clicks is all it takes to make sure you never show up on their feed again. Your audience has to want it to be there, otherwise you’re going to be the only one looking at it.
Build a Reputation
First impressions matter! Not only do you need good content, you need consistently good content. Work to develop a reputation with your audience. The first thing people see on a post is the name of who posted it. Their past experience with interacting with a poster’s content can influence how much attention they give. It may not matter that your most recent content is amazing. If your audience had a bad experience before, they are more likely to just keep scrolling.
Think about your own social media feed. Do you give all your friends the same attention? Think about why that is.
For people you often ignore:
- Are they posts uninteresting to you? Crochet is cool and all, but is worth scrolling through 15 before, during, and after shots of ugly socks?
- Are the posts all the same? There are only so many political, meal, or workout updates one can take.
- Does their wall read like a stream of consciousness novel? Going to the store? Watching The Bachelor? Is it Friday? Raining outside? All within an hour? Anyone still going to care? Nope.
Whatever your reason, you start to block these people out. As soon as you see the name of the poster, you’re already inclined to ignore them.
For people you rarely ignore:
- Do you share common interests? If you love video games and travel, it makes sense that your military buddy gets more likes from you.
- Do they just post good stuff? They may not post a lot, but when they do, you literally #rofl.
Because of the good experiences you’ve had with an individual’s posts, their post gets your attention, not strictly because of the content, but because of who posted it.
Put some thought into your posts, and make it pop and really catch the eye on a feed. Be strategic about what you say and what images you use to get your tweets and Facebook posts noticed. For example, you could write a post simply explaining to your customers about a new product. That’s boring though. Posts with pictures and questions get more interaction than ones that don’t. Make those interactions fun and meaningful and get your customers accustomed to liking your stuff to build your rep.
Spam, spam, spam, black beans, and spam
Unless your target audience consists mostly of Vikings in a British cafe, don’t spam! You can find plenty of reasons why with a Google search, but the simplest reason is that it’s just annoying. Annoying things get ignored, not shared.
Be sure you know what spam is. Different people who use social media in different ways may have differing opinions on what spam is. This is another reason why you should have someone working for you who knows social media. Some re-sharing of your content can be good, just don’t go overboard.