If the thought of posting content that performs below average on Instagram or Facebook keeps you up at night, you might be a social media manager. It feels like you’re doing everything right; your content calendar is planned, posts are being published consistently, and you’re driving thoughtful engagement, only to see your key performance metrics take a big dip. I bet you’ve sat in front of your computer or your smartphone wondering why this is happening to you. Was it the editing? The caption? Bad timing? Well, you’re not alone.
Figuring how and when and what to post on social media is a big undertaking, and once you’ve found a formula that works for a while, it can change. If the algorithm on Instagram or lower than average Likes on Facebook has got you down, here’s a few ways to refresh your content strategy and increase your engagement.
Even if you’re not seeing a dip in your social media metrics, it’s always a good rule of thumb to reassess your social media strategy and content every month or quarter, depending on your business. The key to delivering content to your audience that drives engagement is keeping it relevant, authentic, and unique. It should be clear why you’re posting, what message is being communicated, and that it’s unique to your business.