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When we look at some of the most popular TikTok accounts, especially those that have grown during the post-2020 TikTok era, it usually looks so… simple.
It looks like these people rolled out of bed and got lucky.
But by now, you probably know that’s not true. There are levels and there are methods to the online madness.
In a recent interview, the co-founder of viral luxury resale brand, Luxe Collective (1.6M followers) stated: that he posted 3x a day, every day for 3 years!!
This reminded me of how Meredith Duxbury (18.8M followers) shared that she would post 6-8 times per day when she first started (watch the video here).
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As a marketer, I've always known how much of a process finding the content that works best for you is, and it’s been very validating to see other players in the space confirm this.
Sometimes, especially if you’re trying to build quickly and don’t have lots of access to cash for influencer activations and celebrity endorsement, frequency matters.
I know, I know, it can sound gauche and unappealing: isn’t it about the art? Is this even achievable? It’s so intense! These are the rules of engagement in 2024.
Frequency, consistency and the keys to creating ‘viral’ content
Frequency and volume matter, but maybe not for the only reason you think.
Here are three reasons why you should be making more content.
- More content leads to more opportunities to test and improve. At its heart, marketing is an experiment. Imagine yourself in a lab, testing one formula within one defined scenario for a year — you wouldn’t make much progress in finding that cure or formulating that medicine. So much of digital and content marketing is about putting an idea out, getting feedback and then being able to improve and make tweaks.
- In a fast-moving world, testing once a month may not be sufficient. It’s extremely rare that the first, second or even 10th thing that is published online resonates in a big way.
- Growth is always a function of many tiny steps. Posting 3 times a day, every day for 3 years accelerates that testing process. Resist the urge to look for shortcuts and commit to the process.
Important note: the ideal test is based on a set of hypotheses - “predictions that can be tested by research”. An essential part of marketing strategy is creating clear, strong hypotheses and being able to measure them from then on.
Familiarity and habit forming matters.
Speaking to your audience and your customers is similar to building a relationship - romantic, platonic or otherwise. The more you speak with someone, the more you know their values and the more you build trust. Relationships don’t grow if you ghost each other. It’s the same with your brand and your audience…
…especially on digital platforms that are designed to be habit-forming. It’s no secret, and we’ve seen this with our clients, that the more you engage with a platform such as TikTok, the more all of your content is pushed out to new audiences. In a way, you have to “woo” the digital gods in the same way you “woo” your audience. (Hey, don’t look at me like that, I don’t make the rules, I just tell you what they are.)
“But 3 videos a day, every day for 3 years is extreme!”
I don’t disagree. The Luxe Collectives and Meredith Duxbury's of the world are obviously on the extreme end of the spectrum and had the luxury of time on their side. But if they’re at the far end of the scale, where do you sit? That’s the question you need to answer.
How are you building the habits and systems that help you learn what your audience cares about the most? That’s the question we help our clients uncover.
Thanks for reading! If this helped you, shared this with a a business owner or marketer who would find it helpful too.
If you have marketing questions — drop them in the comments of this video.
