Why minimal posting works for some accounts and not others - The secret revealed

One of the most common questions asked is, "how often should I be posting?". And the truth is, I can't answer that exactly.

The truth is, it really depends on your audience and how much heavy lifting they are doing for you... In this article, I am going to give you everything I know so you can make the best decision for your brand.

There's this idea floating around that posting once or twice a week on social media is enough to keep your brand alive and kicking.

But here's the truth bomb - for most accounts, it's like trying to start a bonfire with a single match in a rainstorm. It just isn't going to cut it. And there is a very logical reason why, if you understand how algorithms work, but also what social media platforms want from you.

I am going to explain the difference between when minimal posting DOES work, and when it DOESN'T, so you can understand how it all works...

When once a week actually works -

Don't get me wrong. There are some accounts out there that can pull off the weekly post miracle. The exceptions to the rule are the accounts that have:

• A ride-or-die audience that's active, commenting within the comments section to create threads and mini-conversations between audience members.
• Followers who treat the comment section like a forum.
• Content so captivating that people are sharing it, sharing is super important for driving your content further. This is called 'Earned Media' in marketing.
• Posts that get saved – this is more pertinent for platforms like TikTok and Instagram.

If you've got all that, congratulations! You will be winning, and your channels will survive with minimal posting. You will be able to sustain your accounts with minimal posting, BUT of course, if you are an e-commerce brand or relying on sales, you will have far better results if you are posting more often.

But let's be real, that's not the majority of accounts.

Why weekly posts fall flat for the majority who don't post regularly

Here's why posting once a week is less effective:

The AI content tsunami

With AI churning out content faster than anyone expected, your lone weekly post is like a drop in the digital ocean.

Unless it's absolutely mind-blowing (and really, most of it isn't; it's all very much of a muchness in my opinion), it's going to drown in the noise.

How can you compete with that? If you are only posting once or twice a week, and someone else is churning out 5-7 posts a week, AI or not AI generated, you are still way off the mark....

Platforms earn money from ads, it's that simple.

Social media platforms are in it for the money; of course, they are a business, it's just how it works.

All of your content will have ads on it; you won't see these ads, but your audience will.

One post or two a week? That's like giving them a single billboard in Times Square. NO ONE WILL SEE IT. So why would these social media platforms prioritise your content? It has to make sense to them. They need to make money, and they simply will not if you don't show up, it is honestly that simple.

The consistency game

Social media platforms want to know they can count on you; they like predictability. Why? Because of the last point mentioned, so they can make money by placing ads on your content.

Show up regularly, and they'll favour your content.

The secret sauce: quality AND quantity

Here's the kicker: you can't just spam your feed with any old content. Your posts need to work for you. They don't need to have the best quality equipment to film them, but they need to be super switched on to your point of view.... Here's what I recommend you focus on:

• Be incredibly bold and intentional with your point of view.
• Uniquely you – authentic, raw and completely from your soul or your brand's soul. Don't post what you 'think' your audience wants; know what your direction and vision is and stick to it.
• Speak to your audience as IF they were in front of you in real life.

The bottom line

Now you have an understanding of how social media platforms work and what they want, make a decision based on what you need to get back from your account. For most of us, it's not enough to make a dent just turning up sporadically.

So, what's the magic number? There isn't exactly one, BUT, if I had to give you a generalised one, I would say at least posting 4-5 times a week with a mixture of image and video, then stories daily for platforms that support stories, and then jumping in and engaging with your audience manually daily.

Remember, in the world of social media, out of sight is out of mind, literally. Don't let your brand become a distant memory.

Show up, shake things up, and keep your engagement high!

If you are not sure where to start with your marketing and need some help, get in touch with us! Shoot us an enquiry via hello@abundantlifestudio.com.au

Thanks for stopping by!

Melissa

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