It’s been said a good dozen times or so by at least a hundred successful marketers; effective marketing means having a steady, constant flow of content. Keeping your internet presence active is imperative, especially in terms of SEO. Google doesn’t look too kindly upon websites that haven’t posted anything (or done any sort of activity) for at least a month, which means they get bumped to the dreaded second or third page. If your Los Angeles video marketing strategy involves posting a new video every few days or so, then you’re probably doing alright.
However, on the other end of the balance beam, posting content constantly may actually cause more harm than good. Recent marketing studies suggest that a video a day may actually keep the viewers away. As Smart Blogger points out, continuously replacing your latest post lessens the amount of social proof your previous post gets. Social proof refers to the number of likes, views, comments, subscribers, and shares you get on a video. The lower the numbers are, the more you come off as “spammy” instead of “credible.”
Finding the sweet spot between “too much” and “not enough” can be difficult. Thankfully, there are more than enough Social Media Frequency studies to get a solid, sustainable, and practical strategy going. So in terms of Los Angeles video marketing, how often should you post a video to your platforms?
POST-A-DAY PLATFORMS: Facebook and Instagram
Social media post manager CoSchedule put together a nifty infographic detailing the recommended number of daily posts per platform. The data was culled from 14 different studies from sites like Ahalogy, Buffer, and HubSpot. As it turns out, the recommended number of posts you should be putting up to Facebook and Instagram is between 1 to 2 original posts, max. They recommend curating sharable content and posting it every other day instead.
According to Buffer, major brands share an average of 1.5 times a day on Instagram—never more. If you’ve got a video you want to share, make sure that’s the only post you’ve got lined up for the day. For Facebook, sharing one of your previous YouTube videos every other day should be fine. If you’ve got a new video, set aside one day a week to promote it and nothing else—let it be your follower’s focus for that day.
WEEKLY CONTENT: YouTube
AdWeek doesn’t give a maximum or minimum number of posts for YouTube. They do, however, point out that creating a workable YouTube schedule is more important—and more effective—than uploading a video a day. This is based off Tubefilter’s ‘Secrets of YouTube Superstars” CES panel, where YouTube partners like iJustine, Joe Penna, and Phil DeFranco talked about their success as YouTube celebrities and their thoughts on how often to release video.
Most agree that a video or two a week is plenty, with bite-sized vlogs thrown in occasionally in-between posting just to keep things interesting. Joe Penna reiterates that having a set schedule is important, as most people may just skip their subscription box altogether and go right to your channel.
Filmora emphasizes the importance of specificity with your schedule, as well spacing your posts out. You can’t honestly expect people to check if you have a new post every single day. Specifying that you post new videos every Tuesday and Thursday at 4PM gives viewers a much more reasonable—and workable—timeframe.
In terms of a more practical and sustainable Los Angeles video marketing strategy, the consensus seems to be in favor of one to two videos a week. Sharing them across platforms for promotion should be done within the same day as well. Your post frequency matters on major networks such as Facebook, Twitter, and Instagram, so make sure you plan your posts wisely. Finally, setting an upload schedule is crucial. Don’t just upload whenever you feel like it—especially if it’s a major production. Stick to a specific day and time, and make sure you tell your subscribers.