“Just because you are the loudest, doesn’t make you right.”
– Brian Halligan, CEO and co-founder, HubSpot
Difference in Content Strategy and Post Frequency Between Different Business Types.
Nowadays, many different social media channels exist, each with its own algorithms for promoting posts. Most platforms favor high-frequency posting, promising better conversions for those who keep up. However, our experience shows that not every business actually needs this approach due to the specifics of its business type. Let us explain.
We categorize business types into four main groups:
- Niche Businesses (e.g., wholesale of specific tech products, specialized B2B services, B2B IT solutions);
- Public Offline Businesses (e.g., catering, barbershops, retail stores, offline courses);
- Public Online Media Businesses (e.g., bloggers, musicians, online courses, content creators);
- Online Commerce Businesses (e.g., online stores, IT solutions for private clients, streaming platforms).
Each of these groups has its own customer limit and product price point, which directly impacts its content strategy and posting frequency.
Let’s take a plastic raw material manufacturer (a niche business) as an example. Their primary audience consists of manufacturing companies producing final products. The number of such companies is limited, and building cooperation with them is vastly different from engaging private customers in retail. For this type of business, having a well-designed public page with high-quality media and detailed service descriptions is sufficient. Social media content could focus on showcasing their scale and professionalism through production images, videos, office tours, or updates about new tools and installations. Daily high-frequency posting would be unnecessary and a waste of resources.
In contrast, public online media and online commerce businesses rely heavily on social media. However, even within these groups, posting frequency varies. Bloggers, for instance, earn directly from their content and need maximum engagement to attract advertisers. Meanwhile, online commerce businesses primarily aim to guide audiences to a purchase link. For them, posting hourly isn’t necessary; daily posts paired with well-targeted paid ads can bring excellent results.
The approach to promoting public offline businesses needs special attention. This particular business type requires a well-balanced post frequency, meaning the right volume at the right time. There are tons of ideas and strategies that can be applied to attract new customers and remind old, existing ones. One period might be relatively quiet, but the next should involve a massive push, creating enormous waves of attention from the audience.
So now, before creating a promotional strategy, you first need to determine your business type based on the descriptions above. This will help you define the scale of posting activities, the list of necessary tools, the required time resources, and, of course, the budget.
Remember, marketing is a broad, structured science, and post frequency logic is just one piece of the puzzle. While some claim, “You need to post as often as possible… Frequent posting is the only way to successful promotion!”, it’s crucial to remain skeptical and professional. Not every strategy suits every business, and blindly following trends can result in wasted resources.
And sure, if you hesitate or simply don’t have enough knowledge or time, let the professionals do what they do best—let us, the UPUP team, help you with advertisement. We wish you good luck and high conversion rates!
We wish you good luck and high conversion rates! 🚀✨