Quality vs. Quantity: Increase Social Media Success By Posting Less
By Mike Hauben
How often should jewelers be posting on Facebook to see clicks and results? The answer may surprise you.
I was recently approached by a client to handle their digital marketing. Long story short, they asked me to compare/explain my proposal against another they received from a different agency to help them understand the differences in the proposals.
The biggest red flag I saw in the other agency’s proposal was that they were going to charge the customer based on how many times they posted to their Facebook page each week.
Why does this drive me crazy? Two reasons.
First, it only takes about 20 seconds to make a Facebook post – so nobody should pay an agency an extra $500-$600/month for adding one minute extra each week to their workload.
Second, frequency of posting is not very important. Posting good stuff is.
I see this all the time, and I think a lot of jewelers reading this now are probably scratching their heads.
The truth is, the ONLY thing that matters on social media is ENGAGEMENT.
To understand my frustration, let’s revisit why we post to Facebook in the first place – to get people to our site and store.
So which is better – 100 mediocre posts that your audience doesn’t really care much about and earns you 5 clicks to your website? Or two amazing posts that get you 200 clicks to your site and get shared and circulated around the web?
Of course, the second example. Quality ALWAYS beats posting quantity.
Software company Hubspot did a study last year that supports my view.
- For business Facebook pages with over 10,000 followers, clicks per post peaked at between 31 and 60 posts per month. When these companies posted more than 61 times per month, clicks per post didn’t increase significantly from when they were posting one to five times per month.
- For organizations with fewer than 10,000 followers, the more often they posted to Facebook, the fewer clicks per post they received. Organizations with fewer than 10,000 followers that post more than 60 times a month receive 60 percent fewer clicks per post than those companies that post five or less times a month.
Your goal on social media is not about “posting a lot”. It’s about posting to earn clicks.
Mediocre posts don’t get many clicks. Amazing posts get clicks.
Besides, do you really have enough content to post that frequently? Don’t you think you’ll run out of cool things to talk about if you post 100 times each month to your Facebook page?
It’s a smarter strategy to spend time writing just a few really great articles or pieces of content and circulating those.
Zuckerberg even said so.
In January 2018, the chairman and CEO of Facebook, Mark Zuckerberg, announced a plan to take the newsfeed algorithm changes even further, noting that “…public content—posts from businesses, brands and media—is crowding out the personal moments that lead us to connect more with each other. The public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
The Facebook algorithm favors business page posts that connect with people on an emotional level.
Social Media software company Buffer agrees as well. You can read Brian Peters’ article HERE, but here are the key takeaways:
Buffer cut posting frequency by more than 50% on Facebook and began to truly focus on quality over quantity.
- Reach has more than tripled from 44,000 to 150,000+ people per week on Facebook
- Average daily engagements with their Facebook content has risen from ~500 to more than 1,000
- More and more of their posts are reaching between 5,000-20,000 people (before they made the change, many of their posts were reaching less than 2,000 people)
When hiring a marketing agency, you’re paying for some important things – skill and strategy, creating worthwhile content, professional level software and tracking, and more. However, what you shouldn’t be concerned with is posting frequency because that’s not nearly as important as posting quality.