Why You Should Schedule Your Content: 5 Tips For Higher Engagement



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When using social media, you can’t be there 24/7, but your audience probably is. To hit a marketing grand slam, you need to engage with your audience at the optimum time: Their time. This can be early in the morning or late at night, often when you’re not in the office. There never seems to be enough hours in the day, and that raises the age old question – to schedule or not to schedule content on social media?

The topic of scheduling always divides opinions within the social media community. Some say pre-scheduled posts are a bit lazy, and can leave your audience with unanswered questions. However, if you utilize a mix of scheduled and live content you can better engage your followers, boost your online presence and crucially save yourself a whole bunch of time whilst increasing you engagement and hopefully profits. You’re then also able to have more time to personalize content for different networks and audiences, making everything you do more effective.

So, on one hand scheduling saves you time, whilst live posting builds engagement. How do you find the balance?

Tools such as BufferApp, Tweetdeck and Hootsuite, along with others, allow you to set up posts in advance, allowing you to save time and reach your audience effectively. Then comes the question – how much do I schedule? To which you’ll find there isn’t a definitive answer, the fact is it really depends on you and your audience.

If you are able to live post when your audience are online, great! If not, mix up your live posts with scheduled content. This will help you through your day as you will know your audience is receiving information from you, whilst you don’t have to risk distraction dipping in and out.

  1. Don’t be afraid to experiment with scheduled and more spontaneous posts. A bonus of scheduling is that it gives you the ability to test things out and see what works.
  2. Find out your top time slots, where and when you can effectively reach your audience.
  3. Find out what works for you, what fits with your aims and what brings you that all important traffic, interaction and sales. Once you know this post the content that appeals to your audience the most and see your stats grow!
  4. Try out repackaging content and posting at different times and on different days to find out what works the best (a bit of split testing never hurts), just don’t ask a question when you can’t reply.
  5. If you’re not able to reply, don’t go for an interactive post, put out something more passive or less time sensitive, link to your latest blog – if you don’t answer a customer who has taken the time to reply to you, this could negatively affect your brand.

Overall, scheduling can form the backbone of your social media strategy, saving you time, expanding reach, effectively drawing in traffic and increasing your online presence and sales. Live posting can build your brand persona and importantly, build relationships. A good mix of scheduled and spontaneous posting will make your social strategy more dynamic and, ultimately, more successful.

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