How many creatives should be published in a month on a social media?
The questions “how many creatives should be created in a month for social media?” has been a repeating question in many companies.
Generally, people will answer it like it depends on how many products or service you want to sell.
To tackle that question, all should start thinking from the point of view of target audiences. Here I’m using the term audiences because audience can be customer or consumer.
“How many times a content appearing in front of a person’s eye is too much?” is the question to answer.
For that, usually we can refer to insights and research studies on consumer behavior around the marketing touchpoints. Even if there are no studies for that locally, usually we can validate this by asking some people around in the office that question.
Optimal Facebook’s guideline for a particular brand about frequency is 1-2 per times a week. Frequency capping is needed to avoid Ad fatigue. For countries like Myanmar where only few advertisers are there to take place on newsfeed, for a big brand, I would not mind capping maximum 2 times of frequency a week. Target exposure on ad for each touchpoint is different. For display network, frequency per day can go up to 6 times.
One marketing message which sustain on Facebook for 8 to 10 weeks with 2 frequency per week is according to excellent Facebook execution guideline in general. It means target audience will remember the brand if the brand is appearing 2 times a week on target audience’s screen for two months. You can test two options. First option, you use one digital asset and do the digital media buying for 2 months. Another option is you change the digital asset weekly and keep on the media buying. The result will be different. The performance will be good at the second option. It is because people tend to get bored on the content and skip if they remember it already.
Therefore, if approached to target audience with different creative which still deliver the same messages in weekly basic, the campaign will be healthy. This estimation set rule firmly on bidding method with pre-determined reach per weeks. It means CPM will be higher than every typical ad campaign which look for cheaper times to appear on target audience new feeds. However, this achieves the advertiser’s goal of reach.
However, usually a brand has so many offers and pillars to market to target audience. But it does not mean all pillars need to be converted to creative content and advertise on Facebook. In that case, touchpoint study is needed. For instant, offline sale driven campaigns ad can appear on messenger of story of Facebook platforms and display network. It is not necessarily to be a creative content and advertise on Facebook new feeds.
If you really want to publish it on Facebook by having the learning history that making Facebook post gives more offline sale, detail targeting which is different from mass targeting will be the option. But still, you must remember that that detailed target group is also in your mass target ad campaign where you are trying to achieve a typical reach goal with 2 frequency per week for 2 months. That tailored audience will still get fatigue.
A healthy digital content plan should be having 6 different contents in two months to 10 weeks to reach to same target audience and achieve a single message delivery. According to our ad experience, it delivers the reach goal with optimal CPM. If you have more than 3 content a month, you can have it. But you must think about how many different creatives you can do which still tell the same meaning but with different story telling methods.