Consistency Is Not THE Secret To Social Media
You know those posts that say, “All you need is consistency!” You know: The ones that say “five videos a day will make you blow up”? OR, “I posted on LinkedIn every single day. And here's what happened.” “I post this many times per day to Instagram,” “I post this many times to Facebook…” They say: “Consistency, consistency, consistency. Show up and post and your whole business will change.”
Those posts make a few assumptions.
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First of all, they assume that your content is good. They assume that people want to consume your content. They assume that your content is actually strategic and targeted at your ideal audience and sharing whatever it is that you want to share with them and is differentiated and doing all of these amazing things.
It was Legendary Coach Vince Lombardi who said “Practice doesn't make perfect, perfect practice makes perfect.”
Candidly, where a lot of business owners end up hitting their heads against the wall is that - imagine. If you were a chef and you had a recipe that was just okay, and the advice that you got was just to make it more. So you have people who have content that's not actually working for their business goals and for their audience being hammered home with the message that if they just posted more, they would find their people and they would achieve more success, and so they're making more, and more, and more, and no one has told them to or how to step back and examine their content and their strategy and make it better.
Another reason why “consistency is key” messaging can be really problematic is that you can actually make content creators or business owners feel almost like a binge-restrict mindset. And what I mean by that is it's just like a diet where one might think, “oh my gosh, I blew a perfect record. I should just go eat everything in the whole world.” If you have someone who's creating content every day and then they don't for a day then all of a sudden they're like, “oh my god, I can never post again I ruined it.” Or, “I can't come back until I have this like this huge post.”
Get rid of that mentality. You don’t have to explain anything to anyone on social media.
There are actually multiple ways also to use a social media profile. Some people use it as a portfolio. They want to make sure that they have a track record on all these different platforms and that it's reflective of who they are and of their work. They want to update it enough so that people know that they're there, but maybe their strategy isn't posting five times a day, every single day. I am not denying the people who say that when they started posting more, their results increase - that's absolutely true.
Lots of times, the people who say that are professionals, content creators, social media strategists, or they work with those people, they have those people in their corner they have those coaches, they have those strategists.
The point of this post is really just to realize that consistency is one ingredient.
It's not the whole cake and it's also not going to ruin the cake.
If your content is extraordinary, but you're not reaching new people because you're not putting anything new out there, being more consistent absolutely could be a lever that you pull. But, if you're already posting everywhere all the time, stepping back and examining your content might be more beneficial.
