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Posting

Nikiforov Alexander
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What is posting?

Posting is the regular placement of content on social media, being a key element of SMM strategies. Creating publications and subsequently placing them allows companies to maintain a connection with the audience and attract new followers. Different social media platforms have their own features and promotion algorithms, such as algorithmic feeds that offer users interesting content or the ability to post vertical videos. To effectively promote on any social network, attention must be paid to posting, as users subscribe to accounts to receive interesting and relevant publications.

The content used in posting can be diverse: from simple text messages and images to complex formats such as slideshows and infographics. To ensure that posting delivers measurable results for the company, marketers develop an SMM strategy on which a detailed content plan is based.

Why is posting needed?

Posting plays several key roles in digital marketing strategies:

  • Attracting a new audience: Well-thought-out posting aimed at the interests of potential clients grabs attention and encourages subscriptions. User reposts and paid promotion methods can significantly increase reach.
  • Increasing brand awareness: Regular publication of posts creates a lasting impression of the brand, maintaining its presence in the audience's mind.
  • Increasing conversions: Posts with special offers or announcements of new products can direct users to the website, which in turn promotes sales.
  • Increasing customer trust: Posting helps strengthen relationships with customers through engagement, such as contests and discussions, which enhances audience loyalty.

Types of posting

There are several types of posting that can be used depending on the company's goals:

  • Traditional posting: This method involves manually posting in real-time, which provides flexibility to respond to current topics and trends. However, it requires significant time investment.
  • Scheduled posting: Allows for planning publications in advance for specific dates and times, saving time and helping maintain a calendar schedule. This is especially useful for long-term campaigns.
  • Automated posting: A more advanced method that allows for the complete automation of the content publication process, including adapting posts for different social networks.

How to choose the best time for posting?

For effective posting, it is important to consider the timing of content placement. Here are some recommendations:

  • Study activity statistics: Analyze when your audience is most active. Social networks offer analytics tools that can help determine peak hours.
  • Consider content format: Different types of content may require different posting times. For example, informational posts are better placed in the morning, while entertaining ones are better in the evening.
  • Consider platform specifics: Each social network has its own optimal time intervals for posting, for example, for Instagram it may be morning, while for VKontakte it may be late evening.