Odds Are You’re Not Posting Enough

There will be a few of you that read this blog post who post enough. In fact, you might post too often. For the majority of you, odds are, you’re just not posting enough, my friend.

Like I mentioned a couple blog posts ago, the social media networks are all fighting for our time. They want us to stay in their app as long as possible. The apps (especially Instagram) reward content creators for posting good, high quality content. That’s right, if you’re posting crappy content that nobody is engaging with, Instagram is not going to reward you for that. You don’t get a gold star for turning in homework your dog ate half of. You need to turn in the best work, every time.

People often ask me how much they should post in a week. My answer to this question has changed over the years. It’s changed because so have the social platforms’ algorithms. I used to tell people 3, maybe 4 times per week. Now, I don’t set a maximum or a minimum number for people. It’s really about the QUALITY of your content that is going to be the determining factor of how many times a week you post. If you can produce high quality content at a large scale, post two or three times a day. If you can produce high quality content on a smaller scale, post as much as possible. If you’re not posting to Instagram stories, what are you doing with your life?

For Instagram, the three most important places you need to post are (in no particular order):

  1. Instagram Stories
  2. Main Instagram Feed
  3. Instagram Live

These are the three ways Instagram allows you to post content for others to see. They like when people use all their features to post content. Why? You’re giving their users more of a reason to continue using the app. That’s what Instagram wants – people to use their app. When you post all three of these content types on Instagram, you will be put into more users’ discovery pages and increase the likelihood of getting discovered by new followers. You just have to make sure you’re doing it consistently. That’s why I say, the more you post (high quality content) the better.

If you’re struggling for something to post, get out there in the world and create some content. It is better to not post at all if your content is lackluster. Wait until you’ve made a funny video rather than just posting another #tbt for the 5th week in a row, including last week when you did a throwback on Wednesday too. Get outside and make some new content, folks!

Ps, If you’re not signed up to receive our emails, you can do so here. I’ve got a special announcement coming next week that you won’t want to miss.

Relatable AND Unique

You need to be: relatable AND unique

Here’s a hypothetical / based on a real conversation I’ve had with a number of my Clients. Maybe you can relate to this…

Potential Follower (We’ll call her Phyllis the follower): “Hey Mike! Do you like to post things on social media?”

Me: “Yeah, definitely! I use social media for a lot of reasons. Sharing content with friends/family, sort of a photo journal, teaching others how to use social media, and other things.”

Phyllis: “That’s awesome! I’ve been wondering how to differentiate myself from all the other accounts out there. Seems like everyone I see nowadays on Instagram posts exactly like I do – pics of their family, food, travel, fitness, etc. I can’t figure out how to set myself apart from the crowd, and I’m getting discouraged about it. I feel… stuck.”

Me: “I hear you Phyllis. It’s all about being relatable AND unique. Even though we are all similar, we are still all very unique.”

That, my friends, is the key. We are all very similar. Whether you’re a SAHM, working mom, college student, athlete, business person, etc., we are all similar. However, at the same time, we ARE unique from one another. We live in different places, eat different food, like different music, travel to different locations, have different senses of humor… the list goes on and on. This is where the creativity should come out and we get to show off our other sides.

I want to help you, right now, figure out what makes you different than everyone else. Look at the bullets below and fill them out either in your head or on paper of your phone. If you do this, you’ll soon realize what makes you special for social and how you can differentiate yourself from others:

  1. What are the three things you are most passionate about?
  2. What are the three things you do better than your friends and family?
  3. What are the three things you want to improve about yourself?

From here, I want you to list them in order of strongest to weakest. For example, if you’re passionate about hair, fashion and fitness, what are you most passionate about compared to the least? Do this with all three of the lists you just made.

Once you’ve got your #1 for each list, look at them. These are things that make you special AND that you can post content about! If you’re making 2018 the year you take your health and life back and start working to drop 100 pounds, document that! If you want to take up boxing, document that! If you are a boss at doing hair, document that! Document it with photos and videos.

The trick is to not get too abstract with what you post about. You don’t want to take your love for listening to 18th / 19th century classical music and throw posts on your feed of you playing the air piano. People are going to think you’re a lunatic and/or not pay your videos any mind.

If you still are not sure what content you should be posting, look around at what everyone else is posting. Then, do something similar, but different. If you are a fashion blogger – are other fashion bloggers posting mommy-and-mini fashion every day? Are the other bloggers posting videos of their #OOTD? Are other bloggers posting pics of the process of how they find the right outfit to wear? All it takes is some good old-fashioned brainstorming to figure out what you should be posting. You can get creative – just allow yourself to.

Next week, we’ll be talking about how frequently and when you should post. It’s more scientific than you think.

The Power of Video

Posting videos is a powerful way to get exposure to your page.

As I scour through the content shown to me in the Discovery page on my Instagram account, I see various things:

  • A small section of live videos
  • Instagram Stories of people I don’t follow but might like
  • Videos I might be interested in
  • Photos and Videos based on photos/videos I’ve liked, people I follow, photos/videos I’ve saved, accounts I interact with, videos I’ve watched, etc.
  • Videos of celebrities, locations I’m in or have recently been to, trending topics and lots of other weird / cool things that Instagram wants to show me

When I analyze the top 30 posts (This does not include the huge squares of featured videos. But I probably should count those as 4 posts because that’s how large those squares are… see photo) approximately 35-45% of the posts are video.

I strongly, STRONGLY believe this number will go up as more content creators (you, me, your parents, your neighbors, your annoying colleagues) post more videos. What’s the reason for my opinion? It’s simple:  The major social/digital media networks (Facebook/Instagram, YouTube, SnapChat) are fighting for our time. They want all of it. They want to keep us in their platforms for as long as possible. Why do they want us to stay there? The longer we stay on their platforms, the more ads they can show us. The more ads they show us, the more money they make from their advertisers… more people, on the app longer, equals more money for them.

Some may argue that photos get you more engagement than videos. This can be true. However, do you see more photos go viral or videos that blow up the internet? My point exactly. Videos have the draw to be reposted by other accounts. Large accounts. Large accounts that by reposting and tagging you, draw people to your page and increase the amount of impressions, reach and followers your page gets. The engagement these photos get are only taking into consideration the likes the photos vs. videos get. You also need to look at comments, view count (video only) and the amount of times the post was saved. (Posts are saved by clicking the button on the right that looks like a ribbon. It’s only possible for the account that posted to content to see the number of times a post was saved by others).

Over the next two blogs, I will be sharing more things you need to be doing in order to get your content looking amazing and getting people over to your page. It’s easier than you think, but still incredibly difficult to gain followers. Each day that goes by, more and more content (about 100 million posts a day) go up on Instagram alone. The longer you wait to start posting, the harder it will be to grow.