by Hope Adair
There’s a LOT to unwrap when it comes to social media practices. With platforms continuously evolving, it can be hard to keep up. Before you keep reading, just take a deep breath. You’re doing fantastic. Your business is on-time and on-track. Your social media presence is growing. You’re DOING IT.
But, just in case you could use a little support (like we all do), here are some answers to our most frequently asked questions from social media clients.
1. How often should I post on my business’s social media page?
Ideally, you should post once a day. Twice in one day could benefit your page during sales, events, announcements, premieres, etc. In fact, some studies have shown dips in engagement if you do post more than twice per day because of over-saturation. Especially on Facebook, business pages are the hardest to be seen simply due to the algorithm. You want meaningful engagement with each post so that content continues to be organically pushed to your audience. If they don’t have time to engage with one post before seeing the next, it hurts your digital traffic. So –– ideally, post on your page once a day if possible. If not, aim for 3 posts per week and work up.
2. When should I post on social media?
There are many different studies that support several answers to this question. Based on our practices of those various studies, we’ve found that the top 3 times to post are:
• Wednesdays from 11 AM – 1 PM
• Fridays from 9 AM – 1 PM
• Thursdays from 3 – 6 PM
In general, just think about when you’re naturally surfing social media during your day. It’s usually around lunchtime, in the school pick-up line, while waiting for dinner, or right before bed. When you’re surfing is when you should be posting on your business page.
3. My business is on Facebook, but what about Instagram, Twitter, and TikTok?
There are so many different platforms to be seen on and so many audiences that can view your content, that it can be overwhelming to create different content for different platforms. And that really is the key – different content for different platforms. If someone sees something on your Instagram page that they’ve already seen on your Facebook page, they’re less likely to engage with it the second time they see it, so it hurts the algorithm of your post and won’t get pushed as much. In essence, here is what we breakdown for our clients:
• Facebook: This is an absolute necessity. Think of Facebook as the new Google for your business. ALL of your information goes here: hours, products, services, staff, promotions, events, sales, relatable shares. Get in a good rotation of posting different types of content so the entirety of your business is showcased. Don’t just post products, showcase staff or customer reviews, too! Facebook is a great tool to gauge what your target audience actually responds to and allows you to post simple information that is used by both first-time and returning customers or clients.
• Instagram: It has to be pretty – and you need to use the Stories feature. Instagram is a digital photo album. If you aren’t using the platform’s filters, start using them and jazz up your content! Once you get comfortable with that, start using their editing features. When you’re comfortable with that, look at external and more nuanced editing apps to further elevate your content. Just start with where you are and work up from there to build momentum and engagement! Instagram works especially well when showcasing the “pretty” of your business, but also the “goals” side of it. When Instagram first started and gained popularity, it was an influencer platform. We went to Instagram to feel like were invited to the party, you know? So…invite people to YOUR party. What’s going to make them crave your company? Don’t be afraid to be bold, to showcase behind-the scenes personality, to really flaunt what you got. It’s what Instagram is made for! Also…hashtags. Hashtags are crazy important, but also for a later blog post that goes really in depth on the topic.
• Twitter: it definitely has a place, but for businesses…I have my doubts. Twitter is REMARKABLE for political engagement and activism, and for large corporate businesses to reach the masses easy. But if you’re a smaller business or have a more tailored audience, Twitter can be really hard to break through meaningfully and get the return on your time invested when creating content. If you have a very vast (global!) audience that is non-specific, Twitter can be your friend! If you’re a small business that relies on niche engagement, it will take a *lot* of time invested into the platform before you start seeing meaningful engagement.
• TikTok: Think short, think funny, think educational. Do you have content that, if condensed, won’t lose meaning? Do you have something funny and educational that you can offer that isn’t already being given on TikTok? Getting on the For You Page (#fyp) is essential to being successfully seen. To get on that page, you really need to have short, meaningful videos. This means that people need to watch the entire video and react with it in some way – share, comment, duet, etc. And…you can’t just record a video. You have to do the trends. With the music and everything. Can you do the dances. Do you know the trends that go with certain sounds and how that is used in pop culture? To successfully post on TikTok, you need to first successfully be a consumer of TikTok.