Without current content on social media, you’re letting yourself, your brand, and your potential customers down.
When potential customers visit your social media pages, they’re not doing it for fun. People look up brands on social media to discover whether or not they can trust you.
Trends are just one piece of the puzzle. Nothing is worse than visiting a business’s social media pages and seeing they haven’t posted anything in months or their information is outdated.
Keeping up can be difficult for even the most experienced social media users in a digital world hungry for content. Let’s explore four reasons why keeping your social channels current is crucial, especially when trying to reach new audiences.
TLDR; Why is it so important?
Demonstrating Industry Authority and Expertise
In many industries, staying ahead of the curve is a testament to your expertise and authority.
By consistently sharing current content, you position your brand as a thought leader in your field. This attracts a more engaged audience and opens doors for collaborations, partnerships, and other opportunities to be recognised as an industry leader.
Current Content Builds and Maintains Audience Trust
Trust is a precious commodity in the digital realm, and one way to earn and maintain it is by consistently delivering current content. When your audience knows they can rely on you for timely and accurate information, they are more likely to trust your brand.
Trust fosters lasting relationships with your audience, increasing loyalty and positive brand perception.
Riding the Wave of Trends and Virality
Social media thrives on trends and virality. Participating in current trends can significantly boost your visibility and engagement, whether it’s a viral meme, a trending hashtag, or a widespread challenge.
There’s a difference between current content and content that’s current to pop culture. While your content must also be accurate (aka current), you must keep things fresh.
Knowing what’s happening in your industry or the world allows you to leverage these trends. It’s an opportunity to join conversations, connect with your audience, and showcase your brand’s personality in a way that resonates with the current cultural climate.
Adapting to Platform Algorithm Changes
Social media platforms frequently update their algorithms to improve user experience. Staying informed about these changes is crucial for maintaining the visibility of your current content.
What worked well yesterday might be less effective today due to algorithmic shifts. You must post regularly and actively use the platform if you want to notice said algorithmic shifts and be able to check insights and adjust accordingly.
Bonus Tip #1: Your Social Media Should be an Accurate Resource
Where are potential customers likely to go when they want to learn about your brand, business, or product/service? They might head to your website. However, they will almost certainly check you out on social media.
Everything you post on social media should be considered content. This includes your bio, contact information, and more. Current content isn’t just lovely photos and funny memes. Your posts should be current but must also be up-to-date and not misleading.
Consider something like your reviews section on Google or social media. While reviews aren’t something you create yourself, they are still content. Because they are, it’s your responsibility to ensure they’re up to date. This means responding to all reviews, especially the bad ones. Don’t hide from bad reviews or try to sweep them under the rug. Show potential customers that you care about what people say about you and that you’re there to help.
Bonus Tip #2: Balance Current with Evergreen Content
While your posts need to be current content, that doesn’t mean you have to churn out new posts every minute of every day constantly. This is where the idea of evergreen content comes into play.
If you aren’t familiar with evergreen content, it is essentially content that doesn’t go out of date. It is content that will always remain relevant to your business and your new and existing customers, regardless of the news cycle, season, or platform.
Great ideas for evergreen posts are testimonials, FAQs, tutorials, checklists, and case studies.
Remember: current content doesn’t exclusively mean new.
