Social media: Regular posting is the game changer in content marketing 

Well-known influencers set the example, they post daily and usually not a little, reaching thousands if not millions of people. They have the algorithm of the social media platforms on their side and use the channels to reach people and ultimately earn money. You and your partners* can be inspired by this, because the following also applies to companies: those who post more often reach more people. Regular posts and stories mean that you are favoured by the algorithm and can achieve more interactions - and that without showing your own breakfast or speaking into the camera. 

How businesses can use social media in a targeted way 

To use social media to your advantage, it also helps businesses to proceed in a structured way with a clear plan. A social media account thrives on content. This content must be regularly planned, created and published. An editorial plan that includes the various topics of the week and the month and ensures that everything is coordinated helps here. Many recommend sharing something on the channels about every 2 days. This results in 3-4 posts per week - without a plan, it's easy to lose track. The plan also helps to plan and prepare the posts. For example, a week or a month's worth of content can be pre-produced and the daily time for writing and uploading can be minimised. 

Advantages of regular posts 

If you stick to the plan and regularly share (high-quality) content, you will notice that your number of followers grows over time. You build up a kind of relationship of trust with these followers over time, and it would be detrimental to this if posts simply stopped appearing overnight and no explanation was provided. With the increased number of followers and thus also the reach, the potential turnover of the company via social media also increases. 

Why don't many companies do it? 

Despite all these reasons to post regularly on social media and build followers even as a business, many businesses don't do it or do it half-heartedly. Of course, you have to ask yourself whether your target group is represented on social media, but as a rule, social media is an easy and direct way to reach customers. 

Nevertheless, especially the regularity often fails because of the wrong mindset. Companies are not sure whether social media is right for them and whether the effort is really worth it. The rule here is: the proof of the pudding is in the eating. Test it and post really regularly (about every 2 days) for several weeks. The results will show whether the channel is the right one or not. Also, the lack of strategy or planning sometimes makes it harder for businesses to succeed on social media. Support your local partners* in this and provide general plans and campaign structures to make it as easy as possible for partners* to implement.