Creating content: Do some thinking, but not too much

There is a healthy middle ground between overthinking and underthinking, especially when it comes to creating content for social media. You cannot simply fling any random piece of content out into the world, you have to have an approach, a theme, a structure, you have to have an idea of the type(s) of content you want to post.

Do you want to be informative? Entertaining? Do you want to be a mix of both? What about edgy? Do you want to post content that has a shock factor? How about creativity? Do you have a particular creative skill that you want to share with the world?

Once you identify your approach - once you establish your vision for what you want your content to look like - you have to start executing against your vision and creating your content.

Now, this is where creators get tripped up, where they slow down and hit roadblocks. It is vitally important that you post your first best iteration. Why? Because, if you don’t, we’re willing to bet that you will overedit, overthink, and ultimately delay posting (if you post at all). As soon as you feel confident about what you created, post it. Then, get to that same place for the next piece of content, then post.

On that note…

Post, post, post…

Aside from creating good content, the most important step in the content game is posting; again keeping that balance of over- and underthinking in mind. You cannot sacrifice the quality of your content for the sake of getting something out. That being said, consistency is the name of the game, for a couple of big reasons:

• Posting regularly? Algorithms love that sh*t. Regardless of the platform, your tenth post has a better chance of getting a decent amount of traction than your first post. In fact, it’s virtually guaranteed that your first piece of content flops. Post every day if you can. Feed the algorithms.

• The second reason is that you naturally begin to learn what works over time. More frequent posts increases your chances of getting traction, and once you get traction you get data, which can inform future iterations of your content. A major part of this is that you should stick to a format for an extended period of time before you switch it up or iterate. Thirty to sixty days is usually enough time to determine if your approach is working or not.

You never know…

Not every single piece of content that you post is going to go viral, you are not Mr. Beast😂 However, your content can pick up speed at any given time. Content that you posted a week ago, or even a month ago, can take off unexpectedly. A video that has one thousand views today, could have one million views next week (trust us👇🏼).

The compounding effects of organic media can be incredibly powerful. If your content is even a little interesting, it has the potential to reach large swaths of people from everywhere around the world… So, get it out there. Post. Then post again, and again…

Next week, we will share a case study about our Instagram. Like we mentioned in the intro, we had a pretty big week, and the results cover this last concept perfectly…