Live Publishing vs Scheduling Content for Social Media

There are so many options when it comes to choosing how to post your content, from scheduling companies and tools, in-app posting, and even LinkedIn launching a new scheduling feature - so we understand it can be overwhelming. However, one of the most crucial decisions that social media managers, content creators or anyone who uses social media for business or promotion have to make is whether publishing live or scheduled content works best for them.

Both live publishing and scheduling content have their advantages and disadvantages, and the choice depends on the specific needs of the individual or organisation. Lucky for you, we have broken down everything so you can decide what’s best for you.

Live Publishing

Pros:

• Real-time engagement: Live publishing lets you connect with your audience there and then. This means you can instantly respond to comments, answer questions, and engage with your audience personally.
• Spontaneity: Live publishing allows you to be spontaneous and react to current events, trends, or news. This can help your content stay relevant and engaging.
• Authenticity: Live publishing is more authentic as it allows you to showcase your personality, style, and voice without any editing or planning. This is especially true when it comes to stories and posting in the moment.

Cons:

• Risk of errors: Live publishing carries a higher risk of errors, such as spelling mistakes or incorrect information. This could be because of less time to focus or to proof read before posting, possibly leading to you damaging your credibility and reputation.
• Inconsistency: Live publishing can result in inconsistent posting schedules and content quality, which can make it difficult to maintain a loyal audience. This depends on your audience and if they expect you to be posting at certain times.
• Time-consuming: Live publishing requires you to be present and available at all times, which can be time-consuming and less productive.

Scheduling Content

Pros:

• Time-efficient: Scheduling content ahead of time can save you time and help you stay organised. This allows you to focus on other tasks and priorities.
• Consistency: Scheduling content ensures that you have a consistent posting schedule and content quality, which can help you build a loyal audience who know what they can expect from you.
• Better planning: Scheduling content allows you to plan your content strategy in advance and align it with your overall marketing goals. It can also lead to higher quality content since you’re not rushing to post live.

Cons:

• Limited flexibility: Scheduling content limits your ability to react to current events, trends, or news in real time, which can make your content less relevant. 
• Less authentic: Scheduled content can feel less authentic and impersonal, as it lacks the spontaneity and personality of live publishing. This is highly relevant if your content lacks actual human presence. 
• Risk of errors: Scheduling content carries a risk of errors if you don't review and edit your content carefully before scheduling it. Since after you schedule it, the next time you see it will be live and it can be hard to fix content from there.

While live publishing can help you connect with your audience in real time and be more authentic, scheduling content can save you time and ensure consistency in your content strategy. Ultimately, it's important to find a balance between the two and use each approach when it makes the most sense for you.

If you have any more questions about posting content or about your social game, get in touch!