Many people tend to think of creativity when it comes to social media success, but as a matter of fact, the one factor that fuels growth in the long term is consistency.
Though one viral post may capture attention, audience engagement and loyalty will only occur when there is consistent posting, a theme for the content, and a clear identity behind the brand. The algorithms of TikTok, Instagram, and YouTube favor consistent posting and audience engagement.
Rewarding Consistency
Like other social media platforms, each has its algorithms that reward retention-based content. Hootsuite conducted research showing that TikTok favors accounts that post between 1-4 times per day because their content is more likely to remain relevant and maintain users’ attention.
Increased frequent engagement also causes the creator to be shown on the For You Page (FYP) or in search recommendations.
Social Media Examiner conducted a study that reported businesses that actively post on social media are able to achieve higher engagement by up to 33%, as compared to businesses that post randomly.
The most important aspect to note is judging the posting schedule, which should be consistent instead of relying on bouts of surpassingly creative posts.
Trust and Audience Expectations
The more consistent brands are with their products and services, the more trust their audience places in them.
People tend to follow brands and celebrities for particular content and information because the latter is already provided to them. Shows that 74% of people are willing to follow a brand simply because it posts regularly.
Brand Recall and Consideration
Attention-grabbing content may be creative, but what ensures that a brand is recognized is consistency.
Consistent messaging improves brand recall.
The term “Mere Exposure Effect” explains how Nike and Coke are recognizable brands since their messaging remains the same across different platforms.
Brands Chipotle and Duolingo are popular on TikTok because they adhere to a specific pattern, theme, and style while posting.
Their audience is accustomed to a recurring theme and, therefore, instantly recognizes their posts. You can also use tools to give your brand the initial push it needs to grow.
Engagement and Community Growth
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Engagement with your audience is enhanced by having a consistent posting schedule. Regular posting helps keep the audience interested, increasing shares and reaching a wider audience.
Creators on TikTok who engage actively with their followers through replies or duets and stitched videos receive higher levels of engagement due to algorithmic amplification.
With each additional interaction with their audience, a creator becomes more inclined to receive algorithmic boosts that work in their favor.
Creativity Without Consistency Leads To Inconsistency
Posting innovative content without any form of schedule or routine can lead to confusion among the audience.
Attention-grabbing videos don’t lead to growth if there are no efforts to sustain that attention through regular posting.
The optimal approach would adopt both strategies and a plan for filling a content template with creative elements.
Case Studies: Brands That Thrive on Consistency
- Gymshark: This fitness brand follows a strict social media content calendar, which has helped grow its social media following to over five million on Instagram and a strong presence on TikTok.
- The Washington Post on TikTok: This media company has generated a big follower base using a daily satirical and easily digestible format that makes the content familiar yet amusing.
- Wendy’s Twitter Strategy: With witty comebacks at its disposal, Wendy’s tweets regularly provide an uninterrupted flow of content that reinforces brand image without making sporadic bursts of creative imagination.
The Balance: Consistency Needs Creativity to Function
Consistency is a big part of a social media strategy, but to get the best out of it, creativity is needed. The best of the best accounts on social media have found ways to fuse consistent innovative format with regular posting.
Successful TikTokers, for example, almost always have a niche, whether it is educational, comedy, or lifestyle, but they find different ways to express it.
Platforms like TikTok reward consistency, demonstrating that regular activity often outperforms sporadic bursts of creativity.
By maintaining a steady presence, brands and influencers can enhance engagement, foster trust with their audience, and achieve sustained growth over time. Consistency is key to building a loyal following and maximizing long-term success.
SOURCES:
- https://www.linkedin.com/pulse/power-consistency-key-social-media-success-abdul-hakam/
- https://fastercapital.com/topics/the-power-of-consistency-in-creativity.html
- https://www.startmotionmedia.com/visual-consistency-across-social-media-platforms-why-it-matters/
- https://samsbrightideas.medium.com/creativity-vs-consistancy-experimentaion-in-marketing-46957edc56ab
