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Brands Focused on High Quality, Low Volume See Best Social Media Results

Posted @ 8:34 am by The SolutionSetter | Category: Social Media | 0 Comments

It’s easy to get lost in the numbers when it comes to social media. More fans, more likes, more comments, more posts… more, more, more. But the truth is that quality, not quantity – trite though it may sound – rules the day. If size were all that mattered, we certainly wouldn’t be seeing such brand uptake of platforms like Instagram, despite its significantly smaller audience – 150 million versus Facebook’s 1.1 billion monthly active users. Recent research reported by L2 Think Tank showed brands on Instagram see around 15 times more interaction with fans, in likes and comments, than on Facebook.

One reason for that could be the nature of the Facebook algorithm, which means your page might not regularly show up in followers’ newsfeeds unless they’ve interacted recently with it. With Instagram, photos from all followed accounts turn up in a feed and it’s quick and easy to scroll down to view more with little, if any, text to read or links to follow.

But there’s another, more important consideration to take into account: more is simply not always better. Brands often feel the pressure to post often to social media channels. After all, there’s a constant stream of content being posted from everywhere and you have to be present to be a part of the conversation. But Facebook feeds, Twitter streams, Pinterest boards and the like can quickly start to feel overwhelming. When brands post too often, and offer little of value in return, fans end up unfollowing or hiding your updates – meaning you lose the opportunity to connect with someone who otherwise could have been turned into an engaged brand advocate.

As these channels become even more saturated with brand content, evidence suggests people are experiencing fatigue and, as a result, despite an increase in post volume, engagement metrics are in decline. A recent report compared the posting habits and engagement of the top 50 retail brands on Facebook and found that Tiffany & Co, with a relatively small audience of 5.7 million and a posting rate of once per day, significantly outperformed, in terms of fan interactions, brands with much larger audiences. Coach took a similar approach, limiting posts to two per day. In fact, of the 10 top performing pages, four focused on quantity and four on quality as a posting strategy.

So less really is more when it comes to social media. Focus on building engagement before audience size and take some of the pressure out of frequent posting schedules. If you successfully manage those two things, you’ll likely find that your audience grows naturally.

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