Gary Vaynerchuk uses a term for describing social media posts that I really like. He calls these posts "micro-content", bits and pieces that make up a larger story. Micro-content doesn't define a brand in and of itself; it doesn't tell the whole story. Instead, it puts out these crumbs that create a trail back to the big idea behind a company or campaign.
However, just because the content is "micro," doesn't mean it lacks a "macro" impact. Micro-content, when custom-tailored to the right audience - and delivered at the right time - can produce major impact. So, let's talk about timing.
"The right audience" is a phrase we discuss a lot at my company, BuzzPlant. We're big believers in asking the right questions and composing an accurate audience profile. Once this is accomplished, we know the message (what to say) and the medium (where to say it).
That leaves just one final piece: the timing. If you don't have your timing right, that awesome piece of micro-content that you so thoughtfully and strategically created will disappear. Gone forever, lost in the feed.
As everyone likes to say in marketing, "It's all about the eyeballs", and one of the easiest (not to mention free) ways to get eyeballs to your content is to nail your timing. This new infographic from Brafton can help you do exactly that.
And while this is an excellent guide, be sure you're also taking full advantage of the social media analytics that are available to you, including Facebook and Instagram's native analytics, which show when your users, specifically, are active online.
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