Our CEO, Peder Bonnier, knows this all too well: “What’s happened in social is that distribution and quality are intrinsically linked. If you publish something that's bad, no one will see it, but if you publish something that's great, you'll get a ton of distribution. Of course, it's really hard to know beforehand. So the only way to solve the problem is to just keep iterating and publishing, and when things do well, ask yourself why”.
But achieving a stream of posts that perform well is easier said than done. It’s made easier when you have an inherent ‘feeling' for what resonates. How do you become that discerning content manager? Simple: by making more mistakes.
Post more and you’ll know what works
Understanding what works, and what doesn’t, means knowing your audience’s wants and needs inside out. It means being able to draw on content pillars that truly inspire them. It means testing out your ideas, and putting work live without tweaking it to perfection.
Opening yourself up to making mistakes always feels vulnerable, particularly as social is so public. But it’s time to unlearn the idea that social content needs to be a perfect highlight reel: that assumes there’s a captive audience even watching the reel in the first place. Not anymore!
The hard truth about being obsessed with quality
How many times have you gone back and forth over the specifics of a simple post, sculpting, adjusting amending and perfecting until it feels perfectly on-brand? How many times has that post actually worked? Brand guidelines are important when treated as guardrails, but make sure they’re working for you, not against you.
How to create more content
Instead of getting bogged down in endless revision meetings, ask yourself how you can create MORE content:
- Can your idea be spun off into a series?
- Can you break your idea down into smaller chunks, question-by-question?
- Can you repurpose your content to serve different audiences and angles?
- Can you turn your post into a different content pillar or format, then post that too?
The more you test, the more you’ll know. The more you post, the more you’ll be rewarded.
Create more content in less time with Storykit
It’s faster to make, repurpose and share your video content when you use Storykit. Find new angles in your story, then create and share them faster than ever. Just share a line of text and our AI will turn it into a video. It’s that simple.
