I am so here for posting less! I work for a hotel brand and the one question I ask myself when putting together social calendar is - "Is it of value to our audience?" In other words, will they share it with a friend, will they swipe to see more, will they save the post. Otherwise, it just clutters their feed and eventually thanks to the algorithm our content will stop showing up on their feeds altogether.
He said, “Usually we try to post 3 times a week max…the question is always : do we have something to say or do we have to say something. If it's the latter, stay quiet - no one wakes wondering what will McDonald's post today.”
What an absolute cracker of a line! Makes you think
“do we have something to say or do we have to say something.” Go off Guillaime!
Curious what brands you think of when you think of a less is more, more long form (and higher quality) content strategy? Here for less digital detritus.
This is such a refreshing take - and from a social expert, no less. You captured the irony perfectly - by posting less, you leave more room for true creativity to surface. Each post will actually work harder for you, while telling your customers MORE about your brand.
I think it depends a bit. For vloggers and people who document their day (Alix Earle, for example), I could see how posting a lot is very beneficial. But for musicians or artists, I think this would apply. Making sure you're putting out your best content vs just posting because it feels like you have to.
Thank you - I work in the music business and I’m working on a thesis that touches on this. The industry is full of outdated thinking and metrics. Everyone is still chasing views over engagement, pushing volume, and running campaigns with negative ROI to appease execs
So on board with the 'post less' vibe – on par with my 'cancel purposeless posting' mantra. The thing I find most difficult, as a freelancer, is the retainers that make a commitment to x posts a week. I wonder how we work around that, also training clients to have confidence in the quality of the output (over the quantity).
That's very fair! It's tough. Like you said at the end there almost making it your "thing" during the proposal phase that you don't commit to a certain amount of posts because you prefer to operate from that "what do we have to say?" mindset vs "we have to say something". But I can see some clients not going for it, unfortunately.
Over the past 18 months or so the large healthcare organization I work for has been focused on doing less better when it comes to our social media. The good news is that our engagement is similar and in some cases better than when we were publishing on average about 1,100 pieces of content per month compared to an average of 300 to 350 pieces of content per month now.
Never have I resonated with a paragraph more than never having used chat gpt, creative work isn’t always efficient (thanks that makes me feel better, and I’m Aquarius haha. So glad I subscribed here!
I am so here for posting less! I work for a hotel brand and the one question I ask myself when putting together social calendar is - "Is it of value to our audience?" In other words, will they share it with a friend, will they swipe to see more, will they save the post. Otherwise, it just clutters their feed and eventually thanks to the algorithm our content will stop showing up on their feeds altogether.
Love that!
He said, “Usually we try to post 3 times a week max…the question is always : do we have something to say or do we have to say something. If it's the latter, stay quiet - no one wakes wondering what will McDonald's post today.”
What an absolute cracker of a line! Makes you think
“do we have something to say or do we have to say something.” Go off Guillaime!
Curious what brands you think of when you think of a less is more, more long form (and higher quality) content strategy? Here for less digital detritus.
tomorrow's newsletter might help speak to this a bit more! but xbox, merit, and liquid death are good examples!
oooh thank you Merit is new to me! ✨ staying tuned 📻!
I take this as you giving me permission to post less. Bless you!
This is such a refreshing take - and from a social expert, no less. You captured the irony perfectly - by posting less, you leave more room for true creativity to surface. Each post will actually work harder for you, while telling your customers MORE about your brand.
Yessss
Do you think this logic applies to an individual (artist/influencer)?
I think it depends a bit. For vloggers and people who document their day (Alix Earle, for example), I could see how posting a lot is very beneficial. But for musicians or artists, I think this would apply. Making sure you're putting out your best content vs just posting because it feels like you have to.
Thank you - I work in the music business and I’m working on a thesis that touches on this. The industry is full of outdated thinking and metrics. Everyone is still chasing views over engagement, pushing volume, and running campaigns with negative ROI to appease execs
I wrote about Ray Bull's social strategy here, which you might find interesting! https://www.milkkarten.net/p/musicians-are-thinking-like-marketers
Fellow em dasher over here 🧡
So on board with the 'post less' vibe – on par with my 'cancel purposeless posting' mantra. The thing I find most difficult, as a freelancer, is the retainers that make a commitment to x posts a week. I wonder how we work around that, also training clients to have confidence in the quality of the output (over the quantity).
That's very fair! It's tough. Like you said at the end there almost making it your "thing" during the proposal phase that you don't commit to a certain amount of posts because you prefer to operate from that "what do we have to say?" mindset vs "we have to say something". But I can see some clients not going for it, unfortunately.
Over the past 18 months or so the large healthcare organization I work for has been focused on doing less better when it comes to our social media. The good news is that our engagement is similar and in some cases better than when we were publishing on average about 1,100 pieces of content per month compared to an average of 300 to 350 pieces of content per month now.
Oh that's amazing...
Never have I resonated with a paragraph more than never having used chat gpt, creative work isn’t always efficient (thanks that makes me feel better, and I’m Aquarius haha. So glad I subscribed here!