Home » Analytics » The Importance of Quality Over Quantity for Social Media

Introduction

Many small business owners struggle to understand the importance between quality over quantity for social media.In this blog, we will cover why quality of content will always trump quantity to maximize your advertising efforts on social media.

Why Isn’t it Always Better to Post More?

You may be wondering why posting more isn’t better than posting qualitatively. Posting more doesn’t always equate to better results. Overloading followers with too many posts can lead to fatigue, diminishing engagement and interest. Moreover, creating an excess of posts is just simply not time-efficient. Focusing on fewer, high-quality posts allows for more thoughtful content creation, deeper audience connection, and higher chances of meaningful interactions and conversions.
For example, publishing 10 posts may give you more total impressions compared to 5 posts – but if you break it down post by post, you will likely notice that each post is less successful on average. There are two potential reasons for this; social media ranking algorithms and people simply unfollowing your page.

Social Media Algorithms

An algorithm in the context of social media refers to a set of rules or calculations used by platforms to determine the content that users see in their feeds. Algorithms analyze various factors such as user engagement, relevance, timeliness, and personal preferences to prioritize and display content.
Engagement is your best friend on social media – not only will the social media platforms promote your page and posts more, but your audience will feel a deeper brand connection. Working towards popularity by engaging with your followers will surely play into the algorithm in a positive way. Therefore, constantly striving for more engagement on your social media platforms will benefit you tremendously.

People Unfollowing

People unfollow social media accounts for various reasons; one of the most common being the quality of posts. When content lacks relevance, authenticity, or value to the audience, followers may lose interest and choose to unfollow. Additionally, excessive posting of low-quality or what may seem “spammy” content can annoy users and lead to unfollows.
You want your followers to look forward to your content. If they can constantly predict when and what you’re going to post it will lead to poor results. In order to keep it interesting you can change the days of week you post, mix your content type, feature select products or brands, etc. Therefore, prioritizing quality content ensures that followers remain engaged, satisfied, and less likely to unfollow, ultimately contributing to the success of social media marketing efforts.

What is a Quality Post?

A quality post in social media marketing is one that resonates with the target audience by providing valuable, relevant, and engaging content. It typically reflects the brand’s voice and identity, it also aligns with the audience’s interests and needs, and encourages meaningful interactions such as likes, comments, and shares. Quality posts are well-crafted, visually appealing, and thoughtfully designed to evoke emotion or convey a message that connects with the audience on a deeper level.

Striking a Balance Between Quality Over Quantity

How do you know if your social media has quality posts? Knowing the best practices regarding frequency, quality, and quantity requires trial and error. What works for some businesses may not work yours due to differentiation.
You may be asking how can you maximize both quality and quantity? Brayden Cohen, a sought after marketing specialist and writer for Hootsuite says, “To see what is best for you, try testing different posts at different times and different quantities to see what drives the best performance for your content and channel. Continue to test, learn, and pivot.”
Once again, the quality of content will always trump frequency. While posting consistently is crucial, an over saturation of content may lead to less affluent results, which causes poor engagement. Remember, the more relevant, engaging, and useful your content is to your target audience, the better your social media pages will perform.

How to Tell if it’s a Quality Post

How can you tell if your posts are high quality or lower quality? For this it’s important to look at past performance, checking if your followers are engaged in your content, among other things.
Social media offers valuable insights and information regarding rates of engagement, reach, impressions, etc. In addition, accepting areas of improvement will bring a new level of understanding for you regarding your target market. This may boil down to the types of content, how often you post, times of day, among other key insights.
By utilizing past experiences, successes, and failures, you can make better decisions that will ultimately enhance your social media marketing efforts.

How Much Time Does a Quality Post Take?

When addressing the lack of time or interest to post on social media, it’s crucial to prioritize quality over quantity. Posting quick, frequent posts may seem beneficial in the short term, but investing the same amount of time in creating high-quality, engaging, content ensures better results over time. In short, a low quality post ultimately takes the same amount of time as a higher quality post. By focusing on fewer but more impactful posts, businesses can be more successful all while being more time efficient. This approach ultimately leads to stronger presence and better long-term outcomes in social media marketing efforts.

What is the Ideal Number of Posts?

When it comes to the ideal number of posts there are a few factors involved. Ultimately there is no universal answer that works for every business. With that being said, we find that posting anywhere from 3-5 times a week works well for most businesses on most platforms. With this in mind, we recommend starting at 3-5 posts per week but utilizing trial and error to see what works best for you and your business.

Wrapping Up

Businesses may think quantity outweighs quality but prioritizing quality over quantity is paramount in social media marketing for sustaining audience engagement and long-term success. Playing into and working with the social media algorithms will be key. Unengaging or excessive posts can lead to unfollows and diminished brand reputation. In this case, social media algorithms may actually start to work against you by showing your followers fewer and fewer of your posts overtime. By focusing on creating meaningful and engaging content, businesses can effectively navigate the complexities of social media algorithms while maximizing their online presence and impact.

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