Repetition is a total no no when it comes to Search Engine Optimisation, but for social media, it is an effective way to raise and retain awareness of your brand and encourage engagement. Jo from Seeing Social gives us a breakdown of how you can use repetition to your advantage on social media.
No-one is online 24/7 and due to low organic reach on most social media platforms, repeating your announcements will ensure that the majority of your followers will see your latest news.
The answer to how often and when can be found by looking at the analytics in your chosen platform. Some are more detailed than others, (e.g. Facebook will give you a time when the majority of your followers are online, whereas Twitter will give you demographic information once you have enough followers).
Find out when your audience is online
By posting your content when most of your followers are online will mean that you will be seen, liked and shared. For platforms that don’t give you detailed analytics, (Twitter!) look at the demographics - what country are your followers in? It makes sense to post during peak times, such as rush hour, lunch time and going home time. Scheduling tools like Buffer or Hootsuite are able to analyse when your followers are most active, and can advise on when best to post. Be aware that Facebook and LinkedIn in particular, will deprioritise posts that come from 3rd party schedulers.
Make it a part of your content plan
Repetition should fit into your content strategy - and this should be different for each platform you are using. Keep a record (or just look!) at when certain content was used last, and use your common sense as to when it can be used again.
Work with the algorithms
Twitter is so fast moving, that it is acceptable to use the same content in the same week whereas Facebook and LinkedIn algorithms will deprioritise obvious copying and pasting.
Be prepared for repetition to never have the success it does when you first post something, but use the most successful posts in your repetition strategy - keep a list of posts that had the most views/clicks/engagements as they are what your followers like to see. The more you have, the more variety your social page can provide.
Although there are various opinions on when best to repeat things, especially for Facebook and LinkedIn, there is no set in stone rule and it may come down to what content you have available - this is absolutely ok, and it makes sense for your followers to have repeated content within the same month, so it jogs their memory to look. Use the tips below for promoting the same content multiple times.
Many business owners worry that repeating themselves will see them lose followers, but that is not the case at all. How often have you seen something you like when you glance at Facebook on the commute that you mean to go back to and never do? Promoting an offer, competition or discussion first thing in the morning is a great way to catch the attention of people, but repeating it at a later time, when they can see it and engage because they are not on their way to work. You may also like to plan repetitions so they ‘fit into’ another time zone, e.g. evening in the UK and morning on USA East coast.
Organic reach may be on the decrease, but you can make sure that your posts are available to your followers when they are most likely to be online.
Jo at Seeing Social is dedicated to helping brands use good corporate social responsibility in their marketing toolkits. Inspired by her work at Saïd Business School’s Entrepreneurship Centre, as well as voluntary work for Oxfam, Jo wants to make sure that the world knows about your business and the good that it’s doing Jo saves brands time by looking after their social media, maintaining communication and engagement with followers, as well as creating content plans that include alternative text, so every image can be described by screenreaders.