Believe it or not, there is no such thing as too much content in an age where server space gets cheaper by the nanosecond. You simply CANNOT post too much.
Today, there are no longer only three TV networks, a handful of local radio stations, or hundreds of gatekeepers like talent agents and managers preventing you from being “overexposed.” Instead, there is a constant barrage of apps on our phones, on-demand video and audio streaming for every possible genre and niche, and a new advertising medium every minute vying for your attention.
It’s Not Too Much
When you’re really putting out content, an amount you think is way too much, your most passionate supporter (probably Mom) can’t keep up with everything happening in your business’s social media life. Your marketing efforts should be aimed to seek attention from those most likely to patron your business, by posting as much and as frequently as possible.
Here come the caveats!
- You can’t post just anything to “create” content. Junk is still junk, and your audience, current and future, will leave if they aren’t finding value. With their departure goes their attention.
- You can’t go too far “outside your lane.” Your community expects you to stick to areas you’re the expert in. That’s why you are sharing, and that’s why they are paying attention. When you spend too much time outside your expertise, there goes their attention.
- You can’t be anyone else. You aren’t as funny as Ellen DeGeneres or Aziz Ansari, so don’t try to be a stand-up comedian. You don’t act as well as Meryl Streep or Bradley Cooper, so don’t act as if you are. Be you.
Your content needs to stay relevant to your brand, important to the community you serve, and authentically “you.” If it isn’t, the attention you crave for your brand will disappear.
Don’t Chase an Algorithm, Add Value
Don’t worry about the mythology of the algorithm controlling who sees what you post. You won’t figure out the algorithm of each platform you use, and if you do, it’ll change. You may have a good idea of which pieces of content will resonate with your community, but you will frequently be surprised by what does and doesn’t “go viral.”
Social media is the ultimate meritocracy. The platforms need traffic to keep advertisers happy and spending money on those ads. If your content is good, they will keep showing it to keep the attention on their app or their site. If your posts aren’t being seen, it’s because your content stinks.
Yeah, I said it. Your. Content. Stinks.
It stinks to the community-at-large, because they aren’t engaging with it. No matter what happens with the magic of the algorithm, good content continues to win. Good content keeps being shared. Good content keeps attention on that app or site.
Think about it. What happens when you go through your feed? If you aren’t getting content worth your time, you keep scrolling. If you continue not to get value, you’ll eventually go away. Thus, for their own survival, the platforms have to show the good stuff.
Now that you know that there is no such thing as “too much,” when are YOU going to start putting out all the content that will add value to your community?