Social Media Calendar: The Importance of Scheduling Your Content

If you (like me) can remember a time when social media wasn’t a thing, you’ve probably noticed the social media statistics get crazier over time. We’re currently sitting at a whopping 3.5 billion daily users, with over three-quarters of the younger generation online every single day. So when you’re looking for a way to reach your audience, you can see why social media is kind of a big deal.

Of course, as a business leader, you can also see why posting content all the time is eating away all your precious time. It’s easy to skip a day (or a week) when you get busy, or to rush a last-minute post. But if you haven’t considered scheduling your content, you’re missing out. Here’s why a social media calendar makes all the difference for your brand.

Save Time

Let’s start here: time is every leader’s most important resource, and it’s the one thing you can’t get more of. Scheduling your social media posts means you spend less time uploading a post when you’re busy putting out other fires, and it ensures that something goes live even on days when life throws you a curveball. (Plus, it means fewer of those last-minute scrambles to figure out what to post!)

With the extra free time, you can turn your attention toward big-picture ideas like ramping up your campaign and creating audience engagement strategies that work.

Post When You’re Unavailable

Planning that much-deserved vacation? Worried about wi-fi blackouts after a storm? Prefer to be snug in bed during your audience’s peak hours? When you schedule your content in advance, you don’t have to be physically available—or even have access to the internet—to send out great content.  

Reach Your Audience on Their Terms

Your target audience isn’t checking in only during your business hours. They’re scrolling through their feeds at specific “peak” times each day, depending on the audience you have in mind. If you don’t schedule your content, you won’t reach your audience when they’re active and ready to engage, which is a huge missed opportunity.

Create Brand Consistency

When it comes to creating content, consistency is queen. Consistency is what gives your audience a reason to come back day after day, and when you’re trying to build a loyal fan base for your brand, posting consistently is one of the most effective strategies to have in your back pocket. 

One added boost? With consistent content, the algorithms on your social media platform of choice are much more likely to pick up on your frequent and consistent activity, which in turn makes them much more likely to show off your content in the future. 

Manage Multiple Accounts

If you’re carving out a space for yourself in each place your target audience spends time, you’re probably working to put content on multiple platforms. That can make it hard to keep track of what you’re posting where, especially if you’re trying to keep up with the best practices for content on each platform during a last-minute post. Instead, scheduling helps you get content in front of your audience no matter where they are with less of the fuss.

Instead of letting your social media schedule control you, setting up your posts in advance is a great way to make the most of your social media calendar while showing up right when your audience is online. Use it well—along with other critical digital strategies—to help you stand out in the online world!

Lara Schmoisman, CEO & Founder of The Darl and Marketing Simplificado

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