Creating Social Media Content: An Honest Behind the Scenes Account
Social media plays an integral role in managing an online business, serving as an effective means of connecting with customers and making your presence known. However, it also comes with its fair share of challenges, leaving us grappling with questions like: What to post? When to post? In which format should we present our content? As someone who's navigated this intricate landscape, I'd like to offer an honest, behind-the-scenes account of my journey, emphasizing the struggles and the learning experiences.
Planning
Planning for me is a two-part process. I begin with a monthly calendar, which helps me visualize the content strategy for the upcoming month. I determine the formats I'll be using, whether it's a single post, carousel, or reel (mainly focusing on Instagram). Once I have this high-level overview, I move to my daily planner, which provides space for detailed planning and any relevant notes about each post. I also plan my stories here. Currently, I'm posting once or twice daily, from Monday to Saturday, and juggling this schedule can be quite demanding. (Though I do manage to find some time for other activities, at least, I like to think so.)
Research
The next logical step is researching the information to include in my posts. Surprisingly, I find this step rather intriguing and informative. I make notes, refine my ideas as I discover new information, edit and rearrange content, and end up with a draft that's often too lengthy for a social media post. This phase is vital in shaping the direction of my content.
Creating
This is the main event, where I find time slipping away as I get absorbed in the creative process. Hours can pass by unnoticed as I work through various backgrounds and fonts on platforms like Canva, realizing that I might be the only one who truly cares about these fine details. Whenever possible, I try to create content in bulk to save time, and I also aim to repurpose content when it makes sense. Whether filming or taking pictures, I always capture multiple shots from different perspectives, ensuring I have the best material to choose from. Once I have all my research and visuals in place, it's time to edit and assemble everything. This is where the late nights often come into play. I typically begin the week with a plan to get ahead on my social media content, but that rarely pans out. For instance, before writing this blog, I was busy finishing up a reel for tomorrow and preparing stories for the upcoming days. I'll start working on Friday's content after wrapping up this blog post, and that will also include composing this week's newsletter. The cycle never ends!
One Last Point
However, the most bewildering and overwhelming aspect of this journey is the abundance of conflicting advice from online experts. I want to clarify that I'm not criticizing their expertise; I'm genuinely grateful for the guidance they provide. The challenge arises when different experts offer contradictory advice. One suggests not posting every day, while another insists you should. We're told to use trending audio but also advised to focus on creating evergreen content. We're told not to stress about posting times, but we're also instructed to adhere to specific schedules. The strategies seem to change constantly, and it's not easy to discern the "right" way.
I'm under no illusions. I've never come close to going viral, and my posts often receive few likes or comments, but I know I'm not alone in this experience. It can be disheartening and frustrating to invest so much time and effort in an idea you're excited about, only to see it fall flat. Yet, I persist. I constantly adjust my approach, keep an eye on trends, and give my absolute best—all for the love of my business.
Nonetheless, I'll keep pushing forward because I'm not one to give up easily. As they say, "practice makes perfect." With fingers crossed, I hope all the effort I invest in this social media journey will eventually pay off.