Social media fatigue

Users, on any social media platform, go through highs and lows regarding their activity on said platforms. The latter, the slump, can be seen as social media fatigue.

Information is everywhere. We live in the information age. Be it through print advertising or simply scrolling through our Twitter feed, information is everywhere. It’s little wonder that there are days that we all feel we simply need a break. This, obviously, does not bode all too well for brands on social media platforms, but it’s not something we need to worry about. It should, however, play a role in how your brand carries itself even when you can see that your following isn’t as active as it usually is, because you want your brand to be top of mind when any user returns from their social media hiatus.

So, the question is, how can you be the brand that those coming out of a social media funk will look for? The short answer: make sure your digital personality is in line with the audience you are targeting. The more they can relate, the more they’ll look out for what you have to say.

The long answer: make sure that your brand is always relevant in such a way that your followers remain loyal to you. By “relevant” we don’t mean keeping up with trends (however, this is still very important), but also relevant in terms of what your followers like. They like or follow your brand for a reason, so keep them interested, smiling and/or motivated by posting information that appeals to them. So often we find successful brands posting items on platforms just for the sake of posting something that day. The fact remains that if you don’t have anything (nice) to say, don’t say anything at all. On the opposite end of the spectrum, don’t over-post. If you have more than 3 posts you’d like to share with your following, turn to platforms like Twitter and/or Google +, but refrain from posting everything to Facebook.

Striking up a balance when it comes to how often and what you post on your platforms is key here, because you need to keep your following entertained, but you also need to keep in mind that they have most likely already taken in a huge amount of information. What we so often tend to forget is that we’re posting to people. Individuals like you and me who have good and bad days, tired and energetic days, people with different personalities, but with similar interests. The more human a brand becomes on a social media platform, the more any user will be able to relate.

We guess the best way to put it is: deal with social media fatigue by not adding to it.


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