You’re a content machine! You generate content every week: blog posts, videos, podcasts, and events. Yet sixty-three percent (63%) of you say driving traffic to your content is your #1 problem. That’s because you’re missing exposure to audiences when you don’t share your content enough. Understandably, it can quickly become unmanageable when you’re also already in a complex content creation cycle. In this article, we’re breaking down the key reasons you’re missing audiences on your social networks, borrowing some examples from a medium we all already love, and then we’ll tell you how to can conquer this challenge.
REASON #1: COMPETITION IN THE FEED
Many of your followers need you to share your content more than once before they will engage with it. According to a study from Ad Week and rankings from Statista, most audiences will have no more than a 5 minute window to see your post as they browse through their feed. It’s a small window to catch their attention and if they’re browsing through a lot of content, they can easily miss what you’ve posted.
Here’s an example: Think back to your favorite TV commercial. How many other times do you think that commercial aired while you weren’t watching or paying attention to it? How many times do you think you saw it before you remembered it? Even content providers today, like Amazon Watch and Netflix show previews to remind you of what other content is available.
Sharing your content many times will give your existing audiences more opportunities to catch and engage with your content. Are you sharing your content enough times to make sure the majority of your audience has a chance to see it?
REASON #2: MISMATCHED BEHAVIORS
Some of your potential traffic can come from audiences who aren’t served when you’re only sharing content at certain times of the day. If you have audiences in other cities or countries or work different shifts, they may not see any of your posts if you’re only sharing at the best times for your day. Compared to your blogs, videos and podcasts, social media posts only have about a 20 minute lifespan.
Let’s go back to watching TV: do you remember watching what essentially was the same TV news broadcast at 7pm, 10pm, 11pm, and midnight (and then again at 2am)? How about reruns of the same show on Sundays, Wednesdays and Thursday nights? That’s because audiences of the same TV network followed different watching patterns and resharing their content allowed the network to serve more of their audiences.
In the same way, your content can be exposed to different segments of your audience when you share your content at different days and times. If you want to capture audiences outside of your best times, your content should be distributed in a way that serves them they THEY are more likely to see it.
REASON #3: OLD CONTENT GETS BURIED
Your content is missing entire audience segments when you don’t share it for very long. This study shows that blog posts have about a 700-day lifespan – that’s almost 2 years! If you’re publishing a weekly blog, the chances that someone will find older posts gets lower and lower everytime you release more content.
As of December 2018, “Its A Wonderful Life” was still one of the top watched Christmas Movies of all time even though it was first released in 1946. It has spanned several generations of children who became adults who still enjoy watching it and are now sharing it with their own children. You don’t have to wait for an entire generation to share your content again; over the span of a few months, you will grow a new generation of followers who should also be served by content you’ve shared before. So, don’t leave discoverability to chance- sharing your content for longer periods of time gives your new audiences an easy way to get to it.
What Now? To make sure you’re maximizing exposure to all of your content and still maintain variety in your social feeds requires a coordinated sharing plan. Here’s what we recommend:
- For every channel you want to share content on, use analytics on that channel to optimize your sharing plans. This will allow you to prioritize all the times of the day you will want to share content with your different audience segments.
- Establish a cadence you can use as a template – this takes the guesswork out of your sharing schedule that will help you save time everytime you publish new content. Once you have this cadence, setting up a campaign everytime you publish new content can be as simple as calculating dates based on when you want to start your campaign.
- As you start sharing your content more often, you’ll want a easy way to manage your queue so you can keep your feed interesting for your audience. This can simplify making updates as you create variations in messaging, hashtags and other audience hooks. If you need help getting this started, here’s another blog post we wrote on the topic.
A steady sharing cadence will help you serve your growing audiences. You are now in control of your channels so use this opportunity to share your content in a way that serves your audiences and drives more engagement. You’re already producing all that content – it’s time to maximize the return for your investment!