So your content flopped, now what?
In the social media playfield, it's easy to get caught up in the numbers game. We've all been there – eagerly hitting that 'post' button, the creeping anticipation of whether this will be “the one” that will go viral, and the disappointment of the numbers not being what you expected. It's a sinking feeling, isn't it? Having your post not perform as well as you hoped for. If you have experienced this, I just want to remind you that we’ve all been there, and it’s okay. Content flops are normal, and even the most established brands have experienced hundreds of posts that don’t meet their standard. But they don’t give up after these failures and neither should you.
This is your daily reminder to be proud that you posted content :)
Celebrate yourself for taking a courageous step to unleash your creations online. Remember, that every business begins with zero followers and zero likes, realistically the only way you can go from here is up. Even receiving just one like on your post still increases engagement, so celebrate these small wins. The more content you post, the more you can fine-tune your social media skills and find a strategy that fits with your business.
Please DO NOT press delete on content flops!
Let’s take a deep breath and move away from the delete button. I know it’s tempting to remove any trace of your content flopping, but we need to think things through. If you delete this now, you are erasing the possibility that your reel or post could be picked up in the future. Reels and posts funnily enough have a mind of their own; even if you edited all your content to perfection and crafted your SEO to the highest standard, there still lies a chance that it will still not reach your target audience. Just because it hasn’t performed to your expectations now does not mean it won’t outperform in the future. Rest your anxious fingers away from the keyboard, and let the internet do its thing. Who knows, maybe one month from now your content flop will become a viral hit.
Let’s Get our Priorities Straight, Engagement Should Always Come Before Virality
I’ve had one of my posts previously receive a heap of attention online, garnering a crazy amount of views. That day I had a close friend of mine reach out to congratulate me, and mentioned that I must’ve gotten a ton of new followers from it.
When I heard this I laughed a bit, because I had to let her in on the grand total of followers that I received, which was a whopping zero. She was flabbergasted and confused, but it goes to show that posts going viral should not be anyone’s end goal. There were reels that I’ve posted in the past that only received a mere 50 views, but most of those same viewers also engaged with the content and took value from it. We need to place more emphasis on engagement when measuring how well a post performs as this is a strong indicator that your content resonates with a huge chunk of your audience. Social media’s primal purpose is to bring people together, and if you are putting out a post with value, you have succeeded in your task. Isn't that worth celebrating?
Take Every Experience to Learn and Re-iterate Your Content Strategy
Content flops are not the end of the world, and you should treat them as a sign to change your strategy. There are a plethora of reasons why your post might have missed the mark, but instead of throwing in the towel and giving up on content creation as a whole, let’s run through all of the possible steps of learning from this experience. Ask yourself first: Is your content on brand? What is the purpose of your content? Will it solve a problem or maybe it is meant to entertain? If the answer is yes, then pat yourself on the back for a job well done.
Below I wanted to further help your business in fine-tuning your strategies for dealing with content flops.
Perform Audits on Your Content Quality
BuzzSumo's findings reveal that incorporating images every 75-100 words can lead to double the social media shares. Ensure your content is visually appealing, whether that be through images, infographics, or videos, to enhance engagement and align with audience preferences.
Mix and Match Content Strategies
Sprout Social reports that 69% of consumers expect brands to respond to social media comments or direct messages within 24 hours. To meet this expectation, set up alerts or notifications to set times when you can engage with these platforms.
Repurposing content across different platforms is a proven strategy backed by a survey taken from Neil Patel, where it was reported that 60 of marketers reuse content two or three times. Tailor your content to suit the unique characteristics of each platform. Transform a blog post into an engaging Instagram carousel or a series of tweets, adapting visuals and messaging accordingly.
Map Out Your Social Media Analytics
Experimentation is key when your content doesn't resonate. Leverage social media analytics tools to identify peak engagement times for your audience. Experiment with posting during these periods to maximize visibility and interaction.
The Business Intelligence for B.C reveals that 47% of marketers consider measuring social media ROI their top challenge. Regularly assess key metrics such as engagement rates, click-through rates, and follower growth. Use analytics tools to track and measure ROI, adjusting your strategy based on data insights to enhance performance and align with overall business goals.
Remember, the journey of content creation is not always a smooth one. There will be highs and lows, successes and setbacks. But it's all about being consistent and knowing your priorities. So the next time you feel disheartened by a post that didn't quite hit the mark, take a deep breath and remind yourself: it's okay. Keep pushing forward, keep trying, and keep your head up high. And above all else, be proud of yourself for having the courage to put yourself out there in the first place. After all, that in itself is a victory worth celebrating.
