Be more efficient by posting about a single topic more than once on social media—but do it the right way.
You’re excited to share your product or service, website, or what your business has been up to with your audience. You know that they are interested in what you have to say. You carefully create a post on Facebook, Twitter, and/or Instagram, and out it goes. Is that where your social media promotion stops?
This month’s quick tip is to post multiple times about one topic to reach more of your social media following (and to help fill your social media calendar!). However, posting multiple times does not mean copying and pasting the same text, image, and link.
Simple ways to get the most out of multiple posts about one topic
Changing the content of each post
Vary the text about your post. Don’t just reword your last post—change the text completely. Talk about a different aspect of your topic in each social media post. A good way to come up with different text is to use the headlines or features of your topic as guidelines. You can also use quotes, facts and stats, and different points of view in different posts. Here’s an example:
If posting photos or videos with your content (and in many cases, you should), change them up each time. And go beyond just using a different bird species with each post—change the subject of the image entirely. This could be photos of birds or wildlife, relevant graphics*, shots of a landscape or props (like binoculars), or the most effective subject to use in images: people.
Here’s an example of two posts from Buffer that go to the same link, but use completely different text and images:
Changing the timing of each post
Post at different times of day. This way, you are reaching people in different time zones and hitting two different times in the platform’s algorithm.
Don’t post about the same content back-to-back. Mix your posts about one topic in around other posts to vary the content on your page. This is especially useful for evergreen content, or content that is always relevant and not time-sensitive.
Create a pattern for posting. For instance, for each topic, you can post the day that it is ready, two weeks later, and again two months later. If you do that with every topic, your social media calendar will automatically fill faster without extra effort from you!
Schedule all of your posts about one topic at one time. It’s more efficient, and that way, you can look at each post to make sure that they are all meeting the previous guidelines.
Before each and every post…
Top wrap up this tip, here’s something to ask yourself each time you create a social media post: “Who cares?”
It’s a blunt question, but one you should think of with every post. Does your audience care about what you’re saying? Make sure the answer is yes—and if not, tweak your messaging before you post. It will make the time and effort worth it for both you and your audience.
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