Here’s the thing: when you post bad content to your social media channels, you run the risk of overshadowing all the hard work you’ve put into building your presence, and establishing connection with your online audience.
And because we don’t want to let you do that, in this post, we’re going to outline nine content types which could be wrecking your social media – and losing you followers.
Avoid these post types in your approach.
1. Overly promotional content
Whatever your social media goals are, what matters is that you bring value to your audience.
Some brands make the mistake of assuming that what’s valuable to them is also important to their audience, and they use their social platforms to broadcast, to “sell, sell, sell”, rather than considering what really matters to people they’re trying to reach.
Instead of using your social platforms to broadcast, try to use them to join conversations that are already happening. Listen to what your audience is already discussing, read what influencers are writing -then pitch your content to respond to these cues.
It may be worth considering the 5-3-2 rule, which states that for every 10 posts you publish:
- 5 should be curation – sharing others’ content
- 3 should be creation – relevant content you’ve produced yourself
- 2 should be humanization – personal, fun and relaxed content that humanizes your brand
2. Political or religious content
Religion and politics are two subject areas that people feel very strongly about. Whenever you post content that’s overtly political or religious, you’re unlikely to connect with all of your audience, and you’re bound to be either irrelevant or offensive to those who don’t share your views.
Unless you’re a political or religious organization (and even then, it’s advised to take caution), avoid publishing anything that could be controversial – otherwise you risk offending and losing followers.
Instead, sense-check your content for neutrality before you publish it to your social feeds.
There are exceptions, especially in the modern age where consumers are looking to connect with brands that take a stance on certain issues. But the more divisive elements need very careful consideration.
3. Irrelevant viral posts
It’s tempting to resort to sharing the latest viral meme when you’re low on time and your social feeds are looking empty. But take care – chances are, your audience has already seen it, and you reposting is only dumbing down the rest of your activity.
Instead, plan your content in advance to make sure that what you post is relevant to your audience.
Social Media Tracker from SEMrush is a tool that can help – it will analyze your (and your competitors’) audience preferences so that you can start delivering content they’ll enjoy:
4. Negative or derogatory content
There’s a time and a place for voicing concerns about your clients or competitors – and it’s not on social media.