As a social media manager, I will often get asked, ‘how many times a week should I post on social media?’
The answer is ‘I have no clue’.
Like a frantic Alice trying to find her way through the forest, I’ve researched articles across the web, ran tests and case studies and tracked results and followed best practices of the best and the conclusion I’ve come to is that there is no magic number.
A better question is ‘how do I find a way to post consistently on social media?’
The answer: Use a Social Media Calendar.
Social Media Calendar 101
Regardless of whether you find that posting once a day or three times a day works, you will still need to find a way of scheduling your content.
A Social Media Calendar is essentially a calendar that is used to schedule your social media posts, which is typically broken down by the month, then by the week, day, and further into certain components.
However you want to make it or how specific you want it to be is up to you – and that’s the beauty of it (shout out to all my spreadsheet enthusiasts).
As I said, consistency is more effective than frequency, and a social media calendar will help you practice and develop this.
Why a social media calendar is crucial to your marketing strategy
The thing is, you can post however many times you want a day, but if you have no way of planning and structuring it then you’ll have no way of knowing how well your content is performing.
By using a social media calendar you will have better control over the performance of your content by giving a holistic overview of your channel strategy.
It is a helpful way of evaluating what has and hasn’t worked which will allow you to refresh and improve on next month’s strategy.
You’ll find that a social media calendar will help you:
- Plan and schedule in advance, which will save you time
- Consistency over your posts by having a regular schedule
- Better insight into the performance of your social media channels
- Refresh and improve for next month’s content and the groundwork to optimise
- Accountability and developing a routine
A Social Media Calendar in 5 Steps
Step 1: Label your channels
Grab a blank calendar and on the very left-hand side, add one column (this should sit before the first day). This column will be for your social media channels, the content type and Call-To-Action.
As you can see above our primary channels are Instagram and Facebook Stories because they sit at the top.
Step 2: Label your content type
In the first box across ‘Content Type’ label the format of the post. For example, the ‘Content Type’ for the Instagram and Facebook Stories on Monday 1st of July is a Selfie Video. Each post should have a format label.
Other content types can be an image, video, image slideshow/carousel, graphic design, or reposted content.
Step 3: Label the content description
For each scheduled post, label the time stamp and a short description.
For example, 8.30AM: [The story theme] Gratitude, [Description] What I learnt in the past week
Step 4: Label the Call-To-Action
For all our content, particularly Instagram Stories, we find it important to end it with a specific call-to-action (CTA). Using this is like opening up an entry point from which your audiences can utilise DMs to spark conversation. It is accessible, direct, casual and more personal.
By offering a resolution we keep our content valuable and purposeful, which will encourage direct audience engagement. This is crucial to building a loyal community around your brand.
For example, we use Instagram stickers as a way to open up the conversation, ask questions and feedback, or offer help.
Step 5: Content bank and daily themes for stories
When you have a framework for what to post each day you will be more consistent with your content, especially when you are seeking to post more on particular channels, like Instagram Stories.
To create a Daily Content Theme for IG Stories, assign a general category for each day. For example, Monday could be about advice or tips on motivation or mindfulness.
By using themes you build consistency but still have the freedom to create and experiment content without it being too random.
One tip is to step inside the mind of your target audience when you are creating your daily themes. What would they be feeling each day? What problems are they going through every single day that you can help solve?
There you have it – your own basic social media calendar! Never again will you forget or feel lost about your social media.
From here it’s all about building your content strategy, creating wicked content, and honing down on the perfect balance.
If you want to learn more about how to add value to your content strategy that will drive sales, engagement and growth, hit us up and let’s chat.