Why is consistency important when it comes to social media?
When it comes to social media, marketing consistency is key. By staying consistent across platforms, you will be able to grow your audience and reach. Being consistent on social media does not necessarily mean that you have to be on social media constantly. Don't get stuck posting daily whilst struggling to come up with content., as you there is a major difference between the two!
If you want your audience to recognise and engage with your brand, you must be consistent in a number of different ways; from the tone of voice used in messages to the aesthetics of your profiles, you need to be on top of it all. Carry on reading to find out what areas you need to keep consistent in your social media strategy…
Consistent Voice
The first thing you need to understand is who your target audience is, when writing your messages. Compare it to a conversation in real life, is that person a friend or a potential business client? Differentiating this will help you adopt the right tone of voice for your posts.
Consistency in the way you communicate online can allow people to recognise your voice in the same way you recognise your friend’s voice when they say “hello” over the phone. Aim to communicate in a way that stays true to your brand while also resonating with your audience. Keeping your mission, vision, and values in mind when selecting your voice and the content of your posts can help create the balance and consistency needed to market well on social media.
Consistent Content
Don’t hold back with your content ideas or be afraid to share it on social media. Show what you know and share what your audience will find insightful or will connect with. It’s all about drawing them in and getting them to engage with the content you create and share, so try to not only make it valuable but inspiring too.
Content isn’t just what you are posting but also what you’re sharing as well. Think about your brand before clicking that share button, consider everything from the source to the tone of voice. This has to be consistent and relevant to the content you normally share. Think about it, if a plant-based brand shared content that featured a meat feast pizza…that’s an inconsistency that would confuse everyone.
Consistent Posting
Similar to work and personal life, it’s all about finding the perfect balance with posting content that suits you, but allows you to get the most out of your audience for each post. Make sure that you aren’t posting too much of a certain type of content and not enough of another. Once you find a good balance in the amount you post for different kinds of content, be consistent when sharing that content.
A helpful tip is to have a posting schedule that will ensure consistency when you post and what you share. Schedule each day’s posts for each social media platform and make sure that you stick to it as much as possible. Remember that each time you post is another opportunity to reach your audience. Posting strategically and consistently maximises your organic reach, which is a dream for anyone that works in social media.
Consistent Aesthetics
This last point is of high importance because social media is all about aesthetics. Posts that are too long can be less attention-grabbing and aesthetically unappealing. This can be said about hashtags. They are a great way to jump into the conversation surrounding a trending topic but too many can be cluttered and ineffective. A good trick to keep in mind is for the number of words in your caption to be longer than the number of hashtags used in the same post.
Nothing beats the power of visual appeal. People are visual creatures and are naturally attracted to aesthetically appealing visuals. Make sure that your profile follows a theme or a certain colour scheme, this is where branding comes into play. This will create consistency and coordination in your images and posts, which has a greater impact on your audience. This maximises its reach by having a cohesive, visually appealing theme that consistently reinforces its brand, which every business should aim to do when using social media to market.
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