With the current climate in which the average person has an increasingly short attention span, having a consistent presence on social media may be the only thing standing between you and being seen vs. being forgotten. To see if this holds true, we decided to commit to three posts a day on all of our social media channels.
Our aim was not necessarily to create more content but instead to gain a better understanding of how consistent posting affects metrics such as reach, engagement, brand awareness, and lead generation.
Why We Chose 3 Posts Per Day
A large number of businesses have the same issue:
“How often do we need to be communicating via social networks?”
Some of them will only communicate once per week. Many of them will only communicate when they think of it.
So we wanted real data; we started posting more often to measure results.
Our strategy consisted of four components:
Morning – Educational Content
Afternoon – Community/Lifestyle Content
Night – Promotional/Conversion Content
This way we could remain present during the full day while providing value across different types of audiences.
What We Learned
1. Growth of Reach Increased by 250% for Content That Did Not Go Viral
Each time we publish content to social media, the algorithms have additional opportunities to distribute our content.
Although many of our posts did not go viral individually, our total reach increased as we had more opportunities to be in front of our audience.
2. Different types of content produced varying levels of performance
One thing that surprised us was that promotional content was rarely the highest performer. Educational posts received more saves and shares, while behind-the-scenes posts resulted in stronger engagement levels and conversations.
This reinforced a major takeaway: People follow brands primarily because of the value they receive from that relationship and not necessarily because of their sales.
3. Consistency & Engagement With The Audience
Instead of relying on one strong “hero” post for engagement, we’ve increased our engagement opportunities by posting three times per day!
We’ve seen more consistent comment, share, profile visit and direct messaging numbers over the course of the week.
4. Rapid Learning
By posting more frequently, we’ll receive more feedback from the audience.
Within a few weeks of increased posting frequency, we had enough data to identify the following:
- What topics resonated the most
- Which formats performed the best
- When was the best time to post
- What the audience ignored
Having more data will provide us with a greater ability to improve rapidly over time.
The Challenges
It isn’t simple to post 3 times a day! To keep posting, you need to prepare:
A content calendar,
Be original and creative all of the time.
Plan well. Make good use of available resources to create that content.
If a system isn’t in place, it can become overwhelming very quickly. Getting content in batches and planning ahead was the solution, not working harder!
Was creating content in bulk worth the hassle?
Definitely!!
Not every piece of content created by means of bulk was successful; however, all totaled, the increase in visibility and audience engagement as well as the overall audience growth made this attempt a success!
The overall lesson: [consistency is superior to/beats perfection].
Many companies spend weeks trying to create the perfect piece of content, yet every day, organisations that are consistent with their production will learn and get better as well as acquire an additional audience!
Final Thoughts
Posting three times a day taught us that social media growth isn’t about chasing viral moments. It’s about showing up consistently, delivering value, and learning from your audience.
If you’re looking to grow your brand online, start with a simple commitment:
Post consistently, evaluate the results, and keep improving.
The algorithm rewards activity. Your audience rewards value. And over time, the results compound.
