Pros & Cons of Posting Daily on Social Media
Should you or shouldn’t you?
In this week’s blog, we’re looking at the Pros and Cons of Posting Daily On Social Media. We’ll be honest about what most of our clients do, and we’ll be honest about what we do. Then we’ll lay out the pros and cons of both.
AS SOCIAL MEDIA MANAGERS & TRAINERS, DO WE POST DAILY ON SOCIAL MEDIA?
We’re slightly different in that we work in marketing full-time.
So yes, we post daily across LinkedIn, Facebook, Instagram, TikTok, Twitter / X, Threads.
And that’s all year-round except for our 2-week break over Christmas and New Year.
There are multiple reasons for this:
- We walk the talk in terms of being active on social media.
- It’s an industry where something changes every day.
- I’m an ex-journalist, so ideas come very easily to me.
- It’s an extremely competitive market.
DO OUR SOCIAL MEDIA TRAINING CLIENTS POST DAILY ON SOCIAL MEDIA?
As a guesstimate, I’d say it’s 50/50 for those that post daily versus those that don’t.
And the ones that do post daily often have similar reasons to ourselves above.
The ones that don’t post daily usually commit to 4 or 5 times a week based around their core content pillars.
PROS OF POSTING DAILY ON SOCIAL MEDIA
First, we’re going to look at the Pros of Posting on Social Media Daily:
Visibility
One of the main reasons that people hold back from posting on social media daily is they worry about annoying people.
They think they’ll be too visible or too showy or too in your Facebook.
It’s worth remembering that every social media platform has an algorithm. So while posting daily will increase your visibility, it’s unlikely that your audience will see every post.
If you post twice a week, chances are your audience might only see a post every 1.5 weeks.
If you post 7 days a week, chances are your audience might only see 3 or 4 of those posts.
Engagement
Posting daily creates a double whammy of engagement.
Firstly, there’s the increased engagement on your own posts.
Secondly, there’s the increased engagement that you’ll get around the time you’re posting.
Statistics show it takes anywhere from 7-40 touchpoints to make a sale.
Sales
As a professional business owner, I’m not doing social media for the fun of it.
If this were purely an exercise in fun, I’d be spending more time on Facebook with my friends I’ve known for decades.
I’m posting on social media to drive actual sales for the business, and with 15 years of data to go on, I know that when I slow down on social media, blogging, and networking, the sales tend to slow down.
If you are thinking strategically about what you’re posting on social media, then the net result will be more sales.
Enhanced Customer Relationships
You are not Bowie or Radiohead – an enigma that works in silence and then suddenly shows up with one post and the world listens.
You are a business that needs to be heard or a business that needs to grow.
Social Media isn’t just about building relationships with potential customers.
It’s about deepening those relationships with existing customers.
We hero them, we showcase them, we platform them to a wider audience.
And the circle spreads as they recommend us to others.
Brand Authority
Are you seen as an industry leader in your location?
Number 1? Top 3? Not even scraping the Top 10?
Do people trust what you say?
Are you conforming or being uniquely yourself?
I genuinely believe that the reasons we’re widely recognised as the go-to social media company in South Manchester are down to 2 reasons:
Quality of Marketing Advice
Volume of content
365 posts a year on multiple platforms + over 650 blogs + 12 networking events a year positions us exactly where we want to be.
Easier to Do
This might surprise people.
It’s actually easier to post daily on social media than it is to post infrequently.
Why?
Because it becomes habitual.
It’s the same as exercise – it’s a lot easier to do once it’s a habit than it is to face the huge mountain in your head when you do it once a week.
Our clients often have systems in place to document ideas and turn popular posts into follow-up pieces.
Data
Data, Data, Data.
The more you post, the more data you have to understand what is working and what isn’t.
The refining process is sped up.
One thing we do each month is look at the top 3 posts from the month and the bottom 3 posts.
We analyse why they worked or didn’t work and improve month on month.
How can you possibly do that and improve if you only have 4 posts a month to look at?
Here are some people who post on Social Media Daily and their reasons why
“I am trying to post daily to highlight the work I do in the community which is often varied and interesting. I have stacks of content and could post 4 times a day but don’t have that time to sit still to write it all! I recently had a funding win because someone had spotted some of the work I do and wanted to fund it. It raises my profile and that of my charity, the MileShyClub.” Jane Dennison, MileShyClub
“I have an active flow of followers, customers and decision makers such as homeware buyers so it is key for me to interact and post daily. I often receive compliments that I am “so visible” and engaging on social media. I genuinely enjoy posting daily on social media and it is a positive outlet within my brand as an artist producing premium tableware collections.”, Nina D
“I post daily on LinkedIn for two reasons. Firstly, and most critically to us, it drives leads, many of which are focussed enough to become business transactions. They are focussed because people know clearly what we do (even though they often believe that we are much bigger than we are, due to the size of my LinkedIn “voice”). Secondly, it enables me to get two very important messages across – both plastics and recycling and critical to us as consumers and in business.” Susan Staff, Aylesbury Granulation
“I post daily on my socials (Instagram and Facebook). I do this to be seen! Not every follower will see every post, so if I post daily it they may see a few each week, reminding potential customers that classes are happening now and how they can get involved.” Jenni Blackham, TinyTalk Sale, Altrincham & Hale
CONS OF POSTING ON SOCIAL MEDIA DAILY
Now you know the pros of posting daily on social media, let’s take a look at the cons of posting daily on social media:
Unsustainable
If you don’t plan ahead for it, it’s unsustainable.
And that’s why so many businesses who start posting daily stop after a month or so.
There needs to be a strategic plan, content pillars, and a system to document fresh ideas.
Our clients who work with us walk away with 25 repeatable ideas just to kick them off. These are not templates or prompts. They’re unique and specific and allow them to get the foundations right before posting.
From this, they then take an approach where 80% of ideas come from the content pillars and 20% of posts are experiments.
Stressful
Posting daily on social media can lead to stress.
A very real stress that leads to a dislike or even hatred of social media.
Social Media should not be a stress or a chore.
If you’re feeling stressed with social media, walk away from your PC or phone and walk, run, watch TV, read a book, do admin.
You can’t force it.
Lower Content Quality
Are all my posts 10/10 posts?
No.
Do I actually get to decide what is a quality post?
No, the audience decides.
Does quality mean perfect photos or graphics?
No.
Posting daily can lead to a reduction in the quality of posts, but you need to decide what quality looks like to start with.
For us, quality is about delivering an important message in a frictionless environment.
Are there social media managers who have better-looking reels or graphics than us? Yes.
Is our core message strong? Yes
A strong foundation produces strong quality.
Audience Fatigue
“Oh, it’s another f**king post from Alex at Altrincham HQ.”
Are there some people who think that? Probably.
Were those people ever going to buy from me? No – regardless of whether I posted once a week or 7 times a week.
The key to avoiding audience fatigue is to keep the audience on their toes with fresh ideas.
Our Instagram is a great example of that. The core messages are the same, but the content is radically different than it was 12 months ago. When that feels stale, we’ll rip up the content again and maybe go full circle.
Here are some people who don’t post on Social Media Daily and their reasons why
“I didn’t want to go from zero to hero, I’m new to this and want to gain skills and grow in confidence before I jump to everyday posting. I’m finding 3 days manageable and it is becoming more of a habit now. The engagement is growing, as are my connections which will hopefully build to new clients and collaborations. My next aim is to build a detailed strategy so scheduling will become easier, content more informative or fun. Hoping with this my confidence will grow and maybe I’ll start to post more frequently too. Ultimately I think something is better than nothing and consistency works wonders. Commenting on other posts can also be useful for growing connections and conversations. The more work you put in, I suppose the more you get back and one solution won’t suit everyone.” Rachel Boyle, Your Designer
“I don’t post on social media every day because it takes time to think of content. At @lundbennettlaw, we focus on sharing content that’s meaningful, relevant, and genuinely helpful to our clients and community. With it being Legal matters it requires care, attention, and accuracy.” Charlotte Percy, Lund Bennett Law
NEED HELP WITH SOCIAL MEDIA FOR YOUR BUSINESS
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Please call Alex on 07806774279 or email alex@altrinchamhq.co.uk
