Do you have that one friend on social media who over-shares to the point that it becomes annoying? I do, and i’ve muted that person and regained my peace. As it is, social media is already cluttered. You’ve got a lot of people vying for attention, likes, and shares. You’ve got selfies waiting to be adored like paintings hung on walls, you’ve got links waiting to be added to your overflowing bookmark list.
Add in the noise that comes with sponsored posts from advertisements and brands trying to gain your patronage. That’s just the way it is. Knowing these, you need to keep the balance between gaining traction and being too noisy.
“Quality over quantity is essential in reaching audiences on social media. In fact, over posting on social media is the number one reason users unfollow brands.” – Brock Communications
Unfollowing is as easy and as impulsive as following. What you’ve thoughtfully curated as your brand’s voice can be so easily dismissed by your consumers.
“Bulls make money, bears make money, pigs get slaughtered” is an old Wall Street saying that counsels against excessive greed and impatience. Who would’ve thought that it would also apply to social media?
Yes, we hear you, and we did tell you to make quality content readily available and shareable to your audience. But too much of it can have a saturation, or a numbing effect, to your consumers. Pigs get slaughtered. Sadly, flooding your consumers with content will not make them love you faster or engage with you more. It will make them annoyed with yet another post which is not so different from the one you did an hour ago. Just as you hate that person tweeting about getting out of the shower as if his life depended on it, oversharing is not cool. Not even with brands – especially not with brands.
Overkill and Quality Control
The reason why people unfollow brands is because they can smell desperation from a distance. It’s a lot like courtship, really. A desperate suitor has questionable intentions and frankly, you’re better off. Greed and impatience are pitfalls all holy texts warn humanity about and in marketing and social media, we play the same game.
Also, think of how quicker you’re setting your content strategy up for failure by overkill. People can only be interested in so much and pushing your quality content like drugs allows you to be quality for only a limited period of time. The rest of the time? You’ll be sitting on crap until something good comes along.
What it boils down to is this; everything in moderation. If a strong social media engagement did not take time, then there would be no competition to talk about. Moving slow and steady is the best way to go about it because really, you can’t fight process. Great things take time and that would mean a lot of patience and headspace. Greed would lead to overkill and impatience would lead to burnout. Both things aren’t productive so stick to your guns and see it through.