Quality Over Quantity: Don’t Post Just for the Sake of Posting

If you don’t have any­thing to say, don’t say any­thing at all.

For years my clients have heard me say things like, ​“Post pic­tures!” ​“Post videos!” ​“Come on… get those posts out there!” ​“Write those blogs!!!!”

In fact, some­times on our recur­ring mar­ket­ing hud­dles my clients even joke about my reminders to keep pho­tos com­ing, hunt­ing for that next great piece of content. 

Is it impor­tant to keep your company’s ​“sto­ry” vis­i­ble online? Absolute­ly. But some­times, you know what? You might just not have any­thing to say. Could be writer’s block, or it could be that you’re work­ing on a job that isn’t visu­al­ly exciting. 

Give your­self per­mis­sion to go dark for a lit­tle while

Love it or hate it, social media and web­sites are here to stay. There’s a con­stant pres­sure to find the right pic­tures, videos, or words to share, espe­cial­ly when you see your com­peti­tors doing it, but it’s real­ly okay to take a breather now and then.

Actu­al­ly, it can be good. I see some con­trac­tors who post reli­gious­ly, but their con­tent isn’t help­ful, excit­ing, or even unique week to week. They’re post­ing for the sake of post­ing, and not adding any real val­ue or con­tribut­ing to any sort of larg­er conversation.

You might have oth­er, more valu­able things to do

There are times when I am hot and heavy into plan­ning meet­ings or mar­ket­ing assign­ments, and am not ready to post an update on my social media outlets.

That’s okay. Take the time you need, and don’t sac­ri­fice the crit­i­cal for the optional.

This isn’t just my two cen­ters, either.. A cou­ple of weeks ago, I saw a post from a major social media influ­encer on LinkedIn basi­cal­ly say the same thing!

This was a com­fort­ing post to read, as I was prac­tic­ing this already but real­ly did­n’t think much of it. I post­ed when I had some­thing I want­ed to share, and when I did­n’t, I said nothing.

I am plan­ning on shar­ing more in 2022 as I learn things I feel will be valu­able to my audi­ence. If there is a week or two that goes by and I can’t think of what to say, I won’t post. It is that simple.

With that said…

This doesn’t mean I’ll be hid­ing and stay­ing off social media com­plete­ly. I’ll use my time to engage and devel­op rela­tion­ships with oth­ers online. I’d encour­age you to do the same. Using social media is not just about shar­ing your updates — it’s about con­nect­ing with oth­ers and build­ing rela­tion­ships that are as real as possible.

So don’t lose momen­tum with your con­tent or social media, but also don’t beat your­self up when you need a break. As you let your­self off the hook and get more spon­ta­neous, I bet your qual­i­ty will go up, plus you’ll enjoy the process more too.