How to rise above the social media noise
Social media noise is a growing challenge for businesses that want to be heard online.
Every second, an average of 6,000 tweets are posted on Twitter.
YouTube receives 300 hours of new video uploads every minute.
Instagram enjoys 500 million daily users.
At the same time, the attention span of the typical social media user appears to be shortening.
Social media use was blamed by academics for shortening the average human attention span from 12 seconds to 8 seconds; around that of your pet goldfish!
There’s an incredible amount of fresh, new content posted on every social media channel every minute of the day. With that level of competition for eyeballs, how can your business compete?
The simple solution to social media noise involves a combination of quantity and quality.
Too much social media noise?
I spoke recently with one of our clients about an upcoming social media campaign, and he questioned our proposed frequency for daily posts:
“Isn’t that too often? Won’t it risk upsetting my followers if they see a new post from me once a day?”
No and no.
Firstly, there’s a high probability your followers won’t see your posts, even with a frequency of one new post a day on each platform.
Looking specifically at the Instagram algorithm, the proportion of your followers (and other Instagram users) who see your feed posts will depend on factors including interest, relationship and timeliness. Don’t assume that, just because you’ve posted something on social media, anything other than a tiny percentage of your followers have seen it on their feed.
Those who have seen your posts might not have noticed them, which takes us onto quality.
You can rise above the noise by sharing more content (more about this shortly), and you can rise above the noise by improving the quality of your content.
Purple Cows overcome social media noise
Our clients and regular readers/listeners/viewers will be familiar with me saying, zig when others zag,
To stand out from the crowd, you need to behave differently to that crowd.
It takes us back the Seth Godin book Purple Cow, where he explains that seeing a field of cows is nothing unusual. But a purple cow? That’s special, something worth writing home about.
So you need to post more, and you need to display different content to your competition.
By the way, your competition isn’t the competitor business in your field, but all social media users who are competing for the attention of your target audience. Dwell on the scale of that challenge for a moment!
Sharing more content on social media feels like a daunting challenge. After all, it takes time to create and distribute social media content.
It’s possible though through careful planning, creative repurposing (pick some pillar content, like a podcast interview, and reformat it into multiple pieces of content), and advance scheduling.
Pillars and repurposing
We’re about to launch season two of our in-house podcast, the Financial Planner Marketing Playbook.
With three newly recorded interviews in the can, and three more scheduled, our next task is to not only produce the first episode but find creative ways to take this content and repurpose it.
For example, we will edit the video interviews from Zoom, find the best bits, and release these as a series of short videos on YouTube, Facebook and LinkedIn.
We’ll take even shorter video excerpts (up to 60 seconds each) and create ‘videograms’ with headlines and captions. These videograms are perfect for sharing on Twitter and Instagram.
Where our guests have said bright things (!) during the interviews, we’ll create quote cards for sharing on social.
And where the conversations sparked a particular thought in my head (spoiler alert – they all did!), it will form the basis for a blog post, LinkedIn post and Medium article.
Suddenly, and with minimal effort, one podcast conversation (the pillar content) becomes multiple forms of content, available to share across the different social media platforms.
It’s this repurposing approach which allows a relatively small brand to appear prolific in its content creation and distribution.
Social media noise will continue to be challenge. There’s no avoiding that.
They will also continue to be an essential source of brand awareness, customer acquisition, and referrals for the vast majority of businesses.
So it would help if you had a plan to raise the quantity and quality of your posts. Do schedule a discovery call if that’s something we can help you with.