Publish Less: Quality Beats Quantity

People want better content – stop publishing crap for the sake of it.

Digiday yesterday published a post based on comments from the team behind the Economist’s social media presence. In the post, the Economist’s team talk about how they realised that ‘We were wasting time churning out tweets’.

We’ve certainly seen the switch from quantity to quality content over the past two years as people become more fatigued by the (sorry) ‘always on’ nature of social media.

Back in the day we’d advise clients to publish five tweets and one to two Facebook posts every day. The intention was to stay top of mind and appear omnipresent in the newsfeeds.

Looking back now it was the right approach – everyone was getting to grips with the novelty of being able to overshare so it was important to try and rise above the noise.

Now, as the industry has matured, and people reading content have become more discerning in what they expect to see from brands, the requirement to focus on quality over quantity has prevailed.

We’re now advising clients that it’s more impactful to create a few pieces of amazing content, rather than diluting the newsfeed with content that sinks quicker than the time it takes to type it.

Publishing 25 tweets a week is insane. It is drain on your team’s creativity; it’s a drain on your budget; you can never ever win – no matter how much content you publish, someone will always be able to out-publish you.

If it’s good enough for the Economist, it’s good enough for me.

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