Do I need a [TikTok, Instagram, Youtube…etc.]?

Many times, a client has asked me: “Sarah, should I start a TikTok?” (or any relevant social media platform). To which the response is almost always: “That depends.”

Depends on what?

The first thing that should always be considered is your audience. Who are they? Where do they hang out? Is it online and on the platform you’re suggesting? If the answer is no, well then there’s your answer. If the answer is I don’t know, then we need to stop and find out. It means more work needs to be done in understanding your clientele. Whether this is anecdotal or market research, we need to understand them a whole lot better.

The second piece that ought to be considered is: “Can I share content here that is relevant and consistent?” Historically, when I have asked a client whether they post on their current social media regularly, I am often met with crickets, a sheepish facial expression, or a “we’re gonna work on it.” That’s the question then. It’s not, “Should I add another platform?” It’s “how can we plan content and post regularly in a way that is sustainable for my business?”

I get it. Creating the profile is often the more exciting part. After all, starting something new often has lots of appeal to serial entrepreneurs. ;) That said, starting the account or page is only the first step. Planning out your content, ensuring you have content that is customized to each platform, capturing, developing and posting is where the real work is.

Content Planning

So you want to plan your content. Great! Here are a few things we ought to consider when planning.

1. Research other accounts in your industry

   Look at your competition or brands you look to for inspiration. In their content, I want you to consider: What are they doing well? What are they not doing well? What can I learn from this? What can I apply to my own content plans?

2. What is trending

   Consider what is performing well on the platform as a whole. But, tread carefully here, not every trend is right for your brand, and trends can come and go fast. It can be hard to plan and execute a piece of content that is only big for a few days. Think about the trends that are more evergreen and will likely be just as relevant to your audience a few weeks from now.

3. Gut Check

   At the end of the day, people are on social media for a break or to escape. So your content ought to be relevant to that mindset. Whether it’s entertainment, education, inspiration - you name it. Consider what value you are providing your audience with each piece of content. You’re not there to sell, you’re there to establish trust.

4. Quality over quantity

   Do I want you to post every day? Yes! Can you? Probably not. That’s okay. I would rather you be posting consistent, high-quality content rather than posting for the sake of posting. Start with consistency and building content into your weekly workflow. After that, you can work your way up in quantity.

5. Batch your content

   If you’re filming or taking photos, make sure you capture all of this in batches. Mark a couple of hours a week with a clear plan of what you are gathering and editing so it’s ready to go. You shouldn’t be wondering every day what you should post. Have a clear plan, capture it, edit it, and schedule/post it.

The reality

Even with all this information, a lot of businesses still fall down. Clients I have worked with have the best intentions of writing their own blogs or posting on social media with a content plan and tools at their disposal, but reality sets in, and they don’t execute. They have shifts in priorities, they lose momentum, run out of time - you name it! A year or two later, they come back to me saying, “Actually, it would be best if I did have your help with this.” That is exactly what I am here for. I can help you plan, capture, edit, and post on your social media channels so you can focus on your business. Book a consultation with me to get started.