Scheduling your social media updates shouldn’t be just about saving time; rather, it should be a way to boost your results from social media marketing, of reaching your audience at the right time, with the right content. In this blog post, I’m going to show you why and how to schedule your social media updates for maximum impact.
Why schedule your updates?
One of the big, glaring reasons for scheduling your social media updates is, of course, that it helps save you a lot of time.
And that’s definitely a great thing because it also gives you more time to spend on creating better content and engaging with your audience.
But, there are some other big advantages:
- It helps you be more consistent: when you schedule and plan your social media updates ahead of time, it’s easier to ensure that you’re always publishing content on your accounts. Otherwise, if you don’t have someone who only deals with your social media marketing, you’re likely to lose a few days here and there, where you’re not posting anything
- No more panicking: besides helping you become consistent, by planning your schedule and scheduling your updates you’ll be able to rest assured that you’re not going to have to scramble to create a social media post at the last moment.
- It allows you to reach more people: your audience is active at all kinds of hours, and in order to reach as many people as possible and boost your social reach in general, you need to post your content at those times. Use your analytics to find out when your audience is most active and schedule your updates for those times
- Get more out of your evergreen content: evergreen content should be promoted multiple times on your social accounts; use time-saving scheduling tools to queue up your evergreen content and re-share it regularly to get more traffic to your website
- Social media updates have very short lifespans: posting your content just once, or only posting a few updates a day can mean that a majority of your audience won’t even see them. By scheduling your updates, you can make sure you’re always publishing new content as well as re-sharing your best content, in order to reach more people and get better results
How to schedule your social media updates
Before scheduling anything else, take a moment to think of your social media marketing goals: what is it that you want to achieve? How does your content help you achieve those goals?
This will help you decide what content to publish and when.
For example, let’s say you mostly use Twitter to drive traffic to your website. What this means is that you should use the best times (the ones when most of your audience is online), to post your best content linking back to your website. If you post it at a bad time, people won’t see it, and you won’t get nearly as much traffic back.
What’s more, goals can help you decide what content to focus on.
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Promote more blog posts and website pages.
Want more influence?
Then focus more on sharing quality content of your own, as well as curate content from other top sources.
Based on your goals and each social network, decide:
- How many updates to publish in a day
- The frequency of your updates throughout a day
- What is the priority content: which updates do you most want to promote?
- The content mix: it’s best to diversify the types of content you publish, so establish which types of updates you’ll be posting to mix things up (for example, curated posts in the morning, quotes at noon, and so on)
What are the best social media scheduling tools?
Now that we’ve gone through why and how to schedule your social media updates, what are the best options in terms of social media scheduling tools?
Agorapulse: for social media management + multiple scheduling options
If you’re reluctant to invest in multiple tools for social media, it’s best to go for a social media management tool that also has good scheduling features.
Agorapulse has all the features you’d look for in a social media dashboard, including scheduling.
My favorite part is the fact that you can go beyond the usual evergreen queue and actually create queue categories. What this means is that not only can you automate and re-share your evergreen posts, but you can also control what types of updates are published when.
For example, you can use queue categories to:
- Publish regular updates automatically; to give you a practical example, say you’re posting quote photos every morning. With this feature, you can upload all of your quote photos and updates to the corresponding category, and simply let the tool publish them, one after the other
- Re-share your evergreen content; for example, if you have a business blog, you can use the queue to automatically re-share your promotional blog updates several times
Basically, you create several content categories for your queue, set the time slots for each category, and the tool will do the work for you.
You can, of course, also schedule your updates the ‘usual’ way – i.e., scheduling them for a certain time. Plus, you can schedule the same update for multiple profiles and different social networks and still edit each post to optimize it.
Alternatively, you can use the social media calendar to see what gaps there are in your schedule – and add some more updates where needed.
It’s also worth mentioning that you can upload multiple updates in bulk (both to be scheduled directly and queued up) and that, as an Instagram partner, Agorapulse allows you to use all of these features for Instagram too (meaning you can schedule and queue up your content directly to your Instagram business profile).
PostPlanner: for content curation and more engagement
PostPlanner helps you grow your audience on social media, get more engagement for your accounts, and also automate your content curation to boost your influence.
It’s a very useful tool that can save you a lot of time while also boosting your results.
Its main focus is to help you find and schedule the best-curated content that will engage your audience.
Basically, they find the best content in different categories and various industries, including funny and engaging articles, marketing articles
MeetEdgar is a good solution if you’d rather automate as much of your social media posting as possible. It’s very quick to set up and once done, you can pretty much never schedule anything else again as the updates will be re-published automatically (although you definitely should add more new content and remove some of the older one).
As I said earlier, it’s very easy to set up scheduling your content; start by creating different categories of your content – for example, blog posts, evergreen content, motivational images – and next, upload all of that content to Edgar. Once that’s done (or before, for that matter), use the calendar provided to add the times and days you want your posts to go out for each category.
This way, you get to control that frequency of your updates and make sure there’s enough of a mix of content to keep things interesting.
How much do you use social media scheduling? I love scheduling – frankly, I don’t know what I’d do without it. It’s not just a time-saver, but it helps boost my results too; and because one of my big goals from social media is to drive more traffic to my blog and website, I use scheduling to promote my content.
Think of your own goals from social media – how can scheduling help you achieve them faster and more efficiently?