Strength Matters
The Strength Matters podcast is a weekly show for health and fitness professionals who want the systems, tools, and resources to grow and scale a successful fitness business. Hosted by Head Coach Josh Kennedy and Strength Matters founder, James Breese.
Join the world’s leading experts in helping personal trainers and coaches uncover cutting-edge training solutions and share them with you.
Strength Matters is a system of training and education for fit pros and experienced enthusiasts who want to optimize performance and enhance their health span.
The central question that drives our work is, “How can we train smarter?” To answer that question, we like to talk about science-based ways, made simple, to solve practical health and fitness problems.
However, science doesn’t always have the answers. That’s why our work combines both science and practical real-world experience. What works in a textbook, doesn’t always work in real life.
This is why we like to talk about and share our client results with you… the good, and the bad, so that we can all learn from them, move forward to live, and perform better.
Strength Matters
How Often to Post on Social Media in 2024
In today's episode, dive into the whirlwind world of social media with James Breese, Josh Kennedy and Andrew Wallis. Whether you're a seasoned digital marketer or a business owner trying to crack the code of social media in 2024, this episode unpacks the latest research on posting frequency across platforms to maximize your reach and engagement. Press play to unravel the mysteries of social media success and learn practical strategies to dominate your digital presence without burning out.
Timeline Summary:
- [00:01:04] Ideal Posting Frequency for X (Twitter)
- [00:03:24] Instagram Strategy for 2024
- [00:04:24] TikTok's Demand for Content
- [00:05:11] YouTube Content Strategy
- [00:06:17] The Enigma of Facebook Posting
Key Takeaways:
- The Importance of Frequency: Posting frequency is crucial across all platforms, but it's vital not to overwhelm your audience.
- Platform-Specific Strategies: Each social media platform has its unique posting frequency for optimal engagement, from X (Twitter) to YouTube.
- Quality vs. Quantity: While frequency is essential, understanding the balance between quality and quantity is key to leveraging platforms like Instagram and TikTok effectively.
- Consistency is Key: Choose one platform to start with, focus on consistent posting, and then scale up as feasible.
- Utilizing a Team: Managing frequent posts across multiple platforms can be overwhelming, highlighting the importance of having a dedicated content team.
Websites and Links Mentioned:
Quotes:
"Understand the frequency of posting right, that's where we're starting." - James Breese
"Post as often as you want on X to see what hits, and then take that good content onto other social media platforms." - James Breese
"Instagram: posts and reels 1-2 times a day, stories 2-4 times a day." - James Breese
"TikTok is a content machine; they want you to post close to three times a day." - James Breese
"YouTube: one short video a day, and one long form video a day, but not within five hours of each other." - James Breese
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[00:00:00] James Breese: Strength Matters Media. Video. Print. Podcasts.
[00:00:05] Josh Kennedy: Today's topic is how often to post on social media in 2024. James, um, how long is a piece of string? Is that where we're going with this
[00:00:14] James Breese: one? Yeah, I think so. That's a pretty much a good idea.
[00:00:18] Josh Kennedy: No, we've got to understand the frequency of posting, right? That's where we're going to start on this.
[00:00:22] James Breese: Yeah, I think so. Posting frequency, but also make sure that people don't get overwhelmed by what we're about to talk about, because this, this is what the research is saying. This is what people who want to dominate, I think is the word, social media should be doing. However, not everyone's gonna be able to do this straight away and do it across all platforms.
[00:00:43] So, really fascinating research from Neil Patel and his crew at NP Digital. They are one of the thought leaders in digital marketing around the world. They work with some of the biggest brands. And what they found is this, the ideal posting frequency. They looked at over 332, [00:01:00] 000 accounts on social media in the last 30 days.
[00:01:04] So the last 30 days, it's important. It's not the last 12 months because social media is always changing. Here is what they found. So posting frequency, starting with X, formerly known as Twitter, and forever known as Twitter in my world. I was going to say, can we just call
[00:01:18] Josh Kennedy: it Twitter?
[00:01:21] James Breese: So you should be posting at least three times a day on Twitter, at least three times a day.
[00:01:27] So whether your content is amazing or terrible, posting more often doesn't hurt your overall accounts reach. So if you post three or four times a day, if not, if not more. So
[00:01:37] Josh Kennedy: quality, isn't that important? I would have thought, you know, it's better to post quality content. What you're saying is it's better to post crap content more often than it is to post quality content less often.
[00:01:50] James Breese: No, well, what they're trying to get at is you can use X or Twitter as a platform to work out what's working, what doesn't. So you post as often as you want to [00:02:00] see what's, see what shit hits. And sticks and what doesn't and then then take that good content into the other social media platforms and use them there So if you got hit on x you go, right, it's pretty much guaranteed.
[00:02:13] It could be working on instagram, too So therefore let's take that post and post on there as opposed to something It's a complete miss on Twitter, you don't do it there. So, post as often as you want basically, ideally at least three times a day on there, and see what works, see what doesn't, and take the stuff that works onto your other social networks.
[00:02:31] Andrew Wallis: I've noticed that myself, um, with some of the big hitters like Neil Patel and that, that their Twitter seems to be their soundboard. Um, that you'll see a lot of content on there. And then those ones that, uh, I follow, uh, the Neil Patels, the, the Matt Grazer, this world, you'll start seeing some of those elements, obviously the successful posts are then appearing on, on their LinkedIn, on their Instagram and so on.
[00:02:57] So that goes in line with what, uh, James, [00:03:00] James is
[00:03:00] Josh Kennedy: saying there. Okay. So. Uh, Andrew, by the way, did you paint that beautiful fruit picture in the background or?
[00:03:05] Andrew Wallis: I did. That's my handiwork. I wish. I can paint in my head, but anything, as soon as I put a paintbrush in. Yeah. That's, that's probably the extent of my, um.
[00:03:17] Back
[00:03:18] Josh Kennedy: on topic. Uh, Instagram, James, Instagram. How often do you post? Should we be posting on there?
[00:03:24] James Breese: This is now where we get into the real nitty gritty of things and stuff that's working for most people. So Instagram is a big hitter at the moment for most people, not so much as of late, cause it's more of a pay to play type platform these days.
[00:03:36] But what we're seeing is this, or what say what I'm seeing, what Neil Patel is seeing is that you should be doing posts and reels one to two times a day, stories two to four times a day. Live at least once a week, ideally two or three times. So what they've noticed is if someone posts two times or more a day, their reach is affected for the previous [00:04:00] content that they publish that day.
[00:04:01] So you don't want to damage previous content. So what we're doing at the moment is we're posting once a day on Instagram, uh, stories infrequently, and we're trying to go live at least once a week. What we're here doing is Strength Matters. So, you know, that's something to bear in mind. It's, it's not. All the time, every day.
[00:04:17] So that's what they're saying for Instagram.
[00:04:19] Josh Kennedy: Uh, what are we going on to next? TikTok or YouTube do you want to go on to next?
[00:04:24] James Breese: Well, let's go to TikTok then. Let's talk about TikTok in terms of what it is. And that is a content machine. They want you to post content. They want people to be addicted to their platform.
[00:04:33] So again, they're asking you to post close to three times a day. As opposed to the one mark. So, you know, and again, that's what the research is saying. This is what they've seen analyzed. So if you post good content a few times a day, not only will it help you build the authority of your account, but you'll find that your content will generate more views compared to spreading the same content out of a larger time windows.
[00:04:54] That's kind of what they're, they're talking about right now. So TikTok is again, quality [00:05:00] content as often as possible because they want people to become addicted to you. That's, that's what they want to see. In terms of YouTube. This is a bit more interesting because that, I think, is more like a search engine to think about.
[00:05:11] So they're getting, they've even got their posts and their short YouTube shorts in there now, so they're saying you should post at least one short video a day, and also one long form video a day. Long form being fairly long, seven minutes plus, right? Now What you shouldn't do though, is post them within five hours of each other.
[00:05:30] That's the, that's the key thing here. They want to keep them separated apart. So at least five hours between the two, but you need to post one short and one long term content. Now I'm sure there's people listening going, what the hell? I can't post all these things and all these platforms right now. And that's exactly the point we're trying to say.
[00:05:44] Well,
[00:05:45] Josh Kennedy: exactly. Yeah. Um, that sounds a little overwhelming, doesn't it?
[00:05:49] James Breese: Exactly. You've got your business, your fitness business to manage and stuff. So it is a little bit overwhelming. To do this though, you need to have a team. So this is what we're building behind the scenes. In terms of us, we have a [00:06:00] team helping us do this.
[00:06:01] And we'll share what we're doing in a moment and how we're scaling it up shortly. But don't get overwhelmed. If you want some help with this, we can potentially help you with our team content team too. So just keep that in mind. And obviously, finally, we've got Facebook, haven't we? And I love this about Facebook.
[00:06:17] Facebook is talking about how, well, what they found is they have no idea basically what happens on Facebook. You get, there's no correlation to anything that they're doing. Facebook is one big mess.
[00:06:30] Josh Kennedy: Yeah. I was, I was reading that before we started recording. We haven't got a clue. We, we'd have to analyze so much more data, but basically we have no idea what happens on Facebook.
[00:06:40] I mean, what does that tell you about. We've spoken about it, right? The way Facebook's changed over the years, um, it's kind of useless now, isn't it? In terms of like trying to promote yourself, certainly. You
[00:06:51] James Breese: can't do it organically, you have to pay.
[00:06:53] Andrew Wallis: Yeah, I've given up organically because it was just, there was no, it was tumbleweed.
[00:06:58] Um, and [00:07:00] I just thought there's better use of my time. What
[00:07:02] Josh Kennedy: would your advice be then, if you've got to post, you know, um, All these, you know, X and, uh, Facebook, well, not Facebook. We just established YouTube, TikTok, Instagram. Should people just pick one platform and which platform should they pick?
[00:07:19] Andrew Wallis: Absolutely. I would start out, um, because consistency is key. So we want to be, find a frequency that, uh, that we, that we can, uh, be consistent with over the coming days and weeks. Um, we've just given you the the recommendations, but not not all of us can can hit those. So find a frequency that you can commit to pick the one social media platform that you're comfortable on.
[00:07:45] And equally, that's where the bulk of your client base is, or your prospects are. And just roll with that, then track and measure, and then as you can grow. You can then look at introducing, you know, over, um, supplementary, um, [00:08:00] social media platforms and from there, but start with one. And, but the consistency in my book is the key thing there.
[00:08:07] Josh Kennedy: James, back to you. What are we, what's our strategy then at Strength Matters? Do you want to share
[00:08:10] James Breese: that? I have no idea. We're making it up. No, I'm joking. So like, no, so we, we, we started properly going back on. So we had a big hiatus from social media. Yeah. Two, three years potentially. And we all, we just focused on organic search traffic.
[00:08:26] That's what we focused on. So now right now, so what we started in September was this. We went to YouTube first. We started doing stuff on YouTube. We started posting long form content. Five days a week Monday through Friday in the form of these podcasts, right? That's what we've been doing. We've been doing that consistently on YouTube.
[00:08:44] Then we then scaled up in December I was a couple of months just getting in that consistent rhythm of that. Then in December I started filming short form videos at less than 30 to 40 seconds. These short videos Short form content videos that went onto Instagram and [00:09:00] TikTok. Those are the key things. Yes.
[00:09:01] It was like consistently posting these. We played around with some tweets and some other Twitter things on Instagram to drive back to Twitter and vice versa, but we haven't got as much traction on Twitter as the other ones. So we were playing around with that still. But our next goal and next strategy is to get the YouTube bit right.
[00:09:19] We're focusing on YouTube. So it's that podcast Monday through Friday. We're going to start posting daily shorts from all the videos. We've got backlog used to cost the other social medias. And then also we're going to start vlogging a bit more now too. So vlogging in terms of more behind the scenes sharing content here.
[00:09:33] So we're going all in on YouTube because we think that's the, the more evergreen platform as opposed to the other platforms that last few seconds. Yeah. And as you say,
[00:09:43] Josh Kennedy: the reason we can do that is because we've got a content team behind us, social media team, uh, editing all this and making it look pretty and for us aren't we?
[00:09:52] Cause without them, there's no chance. Yep.
[00:09:56] James Breese: That's it. So, so shout out to Sophia, lovely, Jess and the entire team. [00:10:00] Uh, Novus Creative, who are in house, uh, agency. So by the way, we are outsourcing them. So if you guys need any help with your content creation team, we have an in house team ready for you. So just give us a shout, send us a message.
[00:10:14] We'll help you out.
[00:10:15] Josh Kennedy: There we go. Any final thoughts boys before we wrap up?
[00:10:18] Andrew Wallis: No, all good. Um, I think it's been a good session. It's been insightful and, um. Yeah, I think the key is don't get overwhelmed, find, find the frequency that will work for you and then get that consistency into play. And if you need support, there's always support there with the team.
[00:10:35] Exactly.
[00:10:36] Josh Kennedy: Thank you very much. That is it for today. Please don't forget to rate, review, and subscribe. And if you want help getting more clients or patients, then booking for your free for team in its strategy call with us by going to strengthmanners. com forward slash strategy.
