Are you making sense on social media or adding to the noise?

After COVID-19 forced all of us indoors, the internet came to the rescue. With restrictions on physical movement and limited options for entertainment, social media became the holy grail for keeping in touch and recreation. Over the past year, social media users grew by 13 per cent, and more than half the world’s population is now on social media. Brands are where their audience is, so it’s no wonder that they followed suit and amped up their social media activity. In the absence of in-person meetings and corporate events, coupled with the new work from home reality, it made sense for business leaders to be more active on social media too.

There’s no denying that social media proved to be one of the most effective means for mass communication during the pandemic. However, with all eyes and voices on social media, it introduced the new insecurity of visibility. If everyone is posting to the same platform, there’s the threat of one’s post getting lost to oblivion. It seems that brands and leaders believe that increasing the frequency of their posts will help them tackle the problem. But there’s a fine line between wanting to be visible on social media and being overactive.

In the bid to be seen, it’s easy to tread into over posting. Before you know it, your social media activity loses its sheen and turns into a nuisance for your followers. Sprout Social found that 45 percent of consumers unfollow brands because of irrelevant content and 24 per cent when the brands post too much.

Here are some key points to achieve a balance and ensure your social media posts aren’t simply adding to the noise.

Quality vs Quantity

There are countless articles recommending the ideal number of posts for different platforms. The pitfall of resorting to a template strategy is that you will end up posting even when there isn’t a need. Instead of posting meaningful content, you will post anything simply to meet a certain number of posts for the day or week. The compulsion to post for the sake of it soon reflects in the quality of your content. The adage of quality over quantity wins here. Rather than exhausting resources on too many posts of average quality that are likely to be ignored, it’s better to focus on few posts of high quality that will have a greater impact.

Relevancy vs. Trends

When you increase your social media activity, it’s easy to give in to the trap of trending hashtags. You may feel compelled to post about a trending topic under the assumption that it’s an easy way to gain visibility. But the lure of trends makes one relinquish relevancy. Just to have something to say, you may post something without giving a thought to whether it’s relevant to you or your brand. This chips at your brand’s credibility over time and opens room for error. Is being seen more important than the substance of the message? Before jumping the gun, determine whether it’s something that needs to be said or can be done without.


The tendency to latch on to every and any topic on social media usually stems from FOMO or the fear of missing out. But this leads to follower fatigue, and they may ignore your posts on their feed. Leaders are finding it better to adopt a stance of JOMO or the joy of missing out. When too many people are talking about the same topic and a leader feels they have nothing new to add, they prefer staying out of it. Posting something that sparks a new conversation generates more valuable engagement. It also builds consistency for your brand. When a follower comes across your post, they will stop to consume it because they expect interesting content.

Keeping these aspects in mind helps one determine how much is too much social media activity. For leaders, being overseen on social media can project an undesirable image. After all, you don’t want your followers to think you’re glued to social media throughout the day. Meanwhile, brands bombarding their followers’ timelines quickly becomes a turnoff. Striking the right balance improves the quality of your content and gives your followers something to look forward to.

(The author Zahara Kanchwalla is the co-founder & CEO of Rite Knowledge Labs.)
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