The Wayfinder – July / August 2021

Communications tips and trends from your team at Worthington PR & Story

How often should you post on social in 2021?

The right posting frequency can help keep your audience engaged – but each platform (and account) has its own best practices. To learn more, read on!

We always start with why

The Worthington “W” has a yellow arrow cutting through it, and naturally, given our storytelling style, there’s a reason why.

Several years ago, our founder Paula walked a 270 km section of the famed “Camino de Santiago”, a centuries-old trail system that spans Northern Spain. Yellow arrows mark the way, giving hikers the confidence they’re taking the correct path to reach their destination.

Simple in nature, an arrow is a powerful symbol to provide navigation on any journey. It’s a wayfinder and guide.

As trusted advisors, our goal is to be the yellow arrow for our clients, confidently guiding them in the direction they wish to go.

Social media posting frequency

New guidelines and information emerge constantly about when and how often to post on social media. It can be very confusing!

On the one hand, you don’t want to overwhelm your followers, but you also don’t want to be forgotten or miss opportunities for exposure.

Hootsuite recently shared some new guidelines on posting frequency to help you plan your social content calendar.

Below is a quick summary of what they shared. Of course, you should experiment with your own post frequency and adjust accordingly to find the “sweet spot” that works for you.

  • On Instagram, post between 3 to 7 times per week (stories can be more frequent).
  • On Facebook, post between 1 to 2 times per day.
  • On Twitter, post between 1 to 5 Tweets per day.
  • On LinkedIn, post between 1 to 5 times per day.

LinkedIn itself has seen brands that post once a month gain followers six times faster than those who keep a lower profile. We are keeping an eye on this trend!

*Resources from Hootsuite

Instagram is changing its tune

  • As multiple social media platforms adapt to shifting user habits, Adam Mosseri, the head of Instagram, recently announced that the app is pivoting away from being primarily a photo-sharing app.
  • Instead, the platform will enhance its features in four keys areas: creators, videos, shopping and messaging.
  • What does this mean? Focus more on video content, and you will be rewarded.

*Resources from Marketing Dive

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin

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