Before I used to think there’s no benefit to posting content on social media because they’re not evergreen, they end up in the social graveyard, and after a few days nobody will see that again. So it’s a hamster wheel, you need to keep producing.
My Old Blogging Mindset
This mindset came from my blogging days, when I write a blog post it consistently used to bring traffic for years and I was expecting the same from social media.
The Real Value of Social Posting
But eventually I realized writing for social is not about getting same content seen for years.
It’s more about building trust, letting people know that you exist.
The content is just the leverage here, the main benefit is you’re building your identity and it also helps you for self-discovery and personal development when you have to keep posting something and you force your brain to write, do something productive.
So it helps you explore ideas you never could have imagined.
Why Faceless Brands Struggle
However, I tried to post before but for my faceless brands and I just wanted to generate business, and as usual it’s hard when a brand account writes something to get traction.
It doesn’t mean it don’t work, it just takes much longer as compared to when you post content from your personal brand account because as the name suggests it’s social media and people want to socialize and connect with other people not a faceless brand in most cases.
Post-and-Forget Posts Matter
Now I understand it’s impossible to only produce perfect evergreen content that brings eyeballs for years but it’s also essential to have post-and-forget types of posts that initiate conversations and help you build your identity around your audience and build a better personal brand.
The Social Gathering Analogy
Just like you can’t just go to a social gathering and start giving lecture or talk if they don’t know you already, it doesn’t work that way in real life neither on social media.
You need to interact with people in real life every single day and when they know you they will relate with you and now if you give a lecture on a social gathering you’ll have their attention.
This is the same way it works with social media, just keep showing up every day and when you have to say something important you’ll have their attention because they now relate and resonate with you and they know you.
The Bottom Line
So to summarize everything I said, post on social media every single day not to get any direct benefits but to discover your voice your identity and to build that invisible connection with your audience that’s so strong to break.
