Why Consistency is Key: A Content Strategist’s Take on SMM Strategy

Consistency is key in social media marketing. In fact, many factors can contribute to a brand’s success in social media, but perhaps one of the most valuable is content consistency. 

From social media and blogging to responding to customer reviews and replying to emails, your content needs to maintain a consistent voice, tone and style.

But first, what is social media consistency, why is it important, and how do you achieve brand consistency in your social media? Let’s find out together.

What is social media consistency?

In a broader sense, consistency in social media. It helps a brand to engage with its audience and give them reasons to become loyal followers of your brand even after the point of purchase is achieved, rather than just being a one-time buyer.

The importance of social media consistency

On average, it takes 5 to 7 impressions for a person to remember a brand, but if your brand looks different every time, they’ll have nothing to remember. 

Having consistent content can help you in so many ways. Undoubtedly, it will help to establish credibility, trust, and reputation. In addition, sticking to a consistent posting and distribution schedule will help you deliver higher quality content, rather than just increasing the quantity of your posts. 

Consistency can also impact your bottom line. According to Techipedia, consistent brands are worth 20% more than those with inconsistencies in their messaging.

When you maintain a sense of consistency in your social posts, it can actually help you to better understand your audience’s expectations and enhance your social media strategy

How to achieve brand consistency in social media

Be consistent with tone of voice

Consistency in the way you communicate online can allow people to recognize your voice in the same way you recognize your friend’s voice when they say “hello” over the phone. In order to be consistent with your brand’s tone of voice, you must first understand your target audience and the message you want to deliver. Getting a deeper understanding of your audience allows you to choose a tone of voice that they will understand and resonate with. Aim to communicate in a way that stays true to your brand, while also maintaining your mission, vision, and values in line.

“Maintaining a consistent online communication approach establishes a recognizable digital identity, akin to the familiarity one experiences in recognizing a friend’s voice when they greet you over the phone.”

– Joy Masapequena, Content Strategist, Digital Squad

Maintain consistent content aesthetics

Aside from tone of voice, you also need to maintain consistent content aesthetics. People are visual creatures and are naturally attracted to aesthetically appealing visuals, so make sure that your profile follows a specific theme and colour scheme. You want to elicit a response from your audience, to involve them emotionally, and to influence them so that they will engage with the content you create and even share your posts, thus boosting your reach. In addition, keep your posts to an appropriate length, as posts that are too long can be burdensome and aesthetically unappealing to the audience.

Keep a consistent post frequency

Lastly, you need to maintain a consistent post frequency. By nature, social media is fast-paced, hence your content can become obsolete very quickly. As such, keeping a regular posting frequency is essential to ensure that your content is impactful enough to the audience. Having a posting schedule or calendar will greatly help to achieve consistency in the frequency of your post and what you share. However, you need to find the right amount of post frequency as you wouldn’t want to overwhelm your audience with your content, which may lead them to unfollow or even block your page. Trial and error is the key to finding the right amount of post frequency that is just perfect for your brand. Posting strategically and consistently will maximize your organic reach.

To find the best posting frequency and times for our clients at Digital Squad, we track several metrics including:

  • Unique page views;
  • Time spent on the page;
  • Content engagement; and
  • Bounce rate.

Tracking these metrics helps us to narrow down when the client’s content performs best. We start the process by publishing content at a certain time each week while alternating days, then publish on the same day each week while alternating times.

Besides maintaining a consistent tone of voice, aesthetics, and frequency, your posts should also be accurate, aligned with your brand’s values, and relevant to the target audience. Double-check that the article you’re referring to is taken from a trusted source and that it is safe to share them.

Improve your organic reach with consistency in social media marketing

Content creation doesn’t have to be a difficult or complicated process, but it does need to be consistent and valuable to your audience.

In order to raise its brand awareness and successfully grow audience engagement and reach, your business must be consistent in its social media strategy. Whether it is the tone of voice you use, the frequency of your posts, or the aesthetics of your social media profiles; your brand needs to be consistent to ensure that you gain recognition within the industry and maintain a loyal follower base.

Even if the trial and error of finding the right content consistency is a challenging and long process, it is surely a journey worth taking.