You have likely heard the expression “consistency is key” in quite a few different scenarios. And for good reason: whether we're learning something new, breaking a bad habit, or even when navigating certain situations, like the pandemic, consistency is key in just about everything. In my role as a Social Media Manager at DMA Solutions where I oversee the social media presence for several brands daily, consistency is certainly key.
There are plenty of reasons why consistency in a social media strategy is a must, but as social platforms become even more crowded with users, brands, and content, consistency is becoming even more important. Furthermore, understand that while we advocate consistency in every aspect of your strategy, you can’t confuse consistency with redundancy! So if you haven’t yet bought into or even thought about how consistency can help your brand, there’s no time like the present.
Why Consistency is Key for Your Social Media Marketing
Social media is fast-paced by nature, and content becomes obsolete quickly. That’s why posting regularly is so essential: if you go weeks between posts, it’s unlikely that your audience is seeing your message frequently enough for it to be memorable and make an impact.
Now, on the other hand, it’s also true that you don’t want to overwhelm your audience with posts, which can lead them to unfollow or block you. We recommend a happy medium: post several times per week (depending on the platform and your audience) and spread posts between social channels. It will take a bit of trial and error, but once you determine a posting cadence that is effective for reaching your target audience, stick with it!
A consistent aesthetic provides your brand with a unique personality, which makes it easier for people to recognize your brand. Especially for platforms like Instagram that are all about photography, the imagery you present will shape your brand aesthetic. Having a specific and consistent aesthetic not only makes your brand more recognizable but also makes you more memorable. Whatever your aesthetic may be—clean, warm and friendly, silly, or serious—make sure that your content fits who you are as a brand and appeals to the audience your brand is serving and wanting to reach.
Another way to stay consistent on your social media platforms is by using your brand’s specific voice. Your brand voice serves as the personality of your brand, and this should not change wildly from post to post. To determine your voice, you first need to decide who your target audience is and what exactly you want to portray about your brand. Do you want to be serious and to the point? Funny and lighthearted? Once your voice has been determined, you can use that voice across platforms, creating a personality that your audience will recognize and identify with.
To help your brand stay relevant and consistent, we regularly provide free resources to keep you on a healthy path with your marketing. Our yearly calendars are particularly popular as they keep marketers up-to-date with useful dates to capitalize on holidays, events, and food/drink days that matter most to your audiences!
If you aren't sure how to get started or if you are just seeking to improve your social media marketing, our assessment may be the answer. Let our team help you to get your social platforms performing the way you want.