How much should I post?

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• How much should I post?

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This is wild...

66% of consumers would stop using a brand if it appeared next to inappropriate content

That means if an influencer posts about your brand and then posts about.. *something else* most consumers would stop using your brand.

But...

Manual influencer vetting takes 4-6 hours per influencer.

Popular Pays has this new feature called SafeCollab.

Basically it gives 360 degree coverage on all times of content.

It analyzes video, images, audio, text, captions, and brand mentions and gives real-time monitoring and alerts.

Keeps tracking after the campaign too.

Basically a brand bodyguard that's got ya brand covered 24/7.

How much should I post?

I posted this on LinkedIn last week and thought it might be worth double clicking and expanding on.

Is there such thing as overposting?

Yes. But I’m convinced that it’s incredibly hard to do and 99+% of accounts underpost rather than overpost.

Posting more often your reach.

Does the 4th post of the day cannibalize the reach of the first 3?

Probably a little bit.

So your reach per post will be lower.

But your total reach will probably be greater if you posted 4 times than if you had only posted 1 time.

It’s a risk-reward equation.

Now…

Is this universally true? Of course not.

Don’t start posting 50x per day willy nilly.

Also don’t email me telling me that your brand is the exception. I’m sure you’re right!

But I think this principle is usually true.

More posts means more visibility, broader audience, stronger relationships.

IF the content is good.

If the content is bad then one post per year is overposting.

But if the content is legit valuable to the audience, you’re probably fine to start posting a tad more.

If you’re entertaining and educating your audience what’s the worst that could happen?

Your follower sees another banger post and says, “Good grief! I’m sick and tired of all of this entertainment and education! I’d much rather be bored and unknowledgeable!”

Something to note though…

The effort required for each additional post stays the same.

So your return diminishes, but your work doesn’t.

What do we do?

We find the sweet spot.

How do we find the sweet spot?

I’m so glad you asked.

We test.

My friend Chris Koerner says “Test everything. Except drugs.”

So if you’re posting once a week, try twice.

If you’re posting, once per day, try twice per day on weekdays.

Inch your way up.

When I started at YouVersion, we were posting one time per day.

We went to 2 for a month, then 3 for a month, then 4, all the way up to 8 times per day.

We found that for us, the sweet spot was 4-6 times per day.

It didn’t add too much more work and the results didn’t seem to diminish very much at that point.

I have no idea what the sweet spot is for your brand but I’d bet big money that it’s probably higher than you think.

As always, if I can help in any way, reply and let me know!

I read every email and try to respond with free advice as much as time allows.