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Scheduling social media content can help you organize your work, boost productivity, and stay on top of the constantly changing world of social media. With a proper strategy, social media scheduling can increase your brand awareness. However, you need to steer clear of some common social media scheduling mistakes if you want to succeed. Watch out for these 20 major mistakes while scheduling social media posts for your business.

Ignoring Audience Insights

For your social media campaigns to be successful, you need to understand your audience. Your social media insights and analytics help you understand which posts are liked by your target audience and which are not.

Study all the performance metrics of your posts to determine the strengths and weaknesses of your social media marketing efforts. While the analytics offered by the social media channels are useful, you can also use independent marketing tools to track and analyze the performance of your posts.

Focusing on Quantity over Quality

A number of brands believe that posting content five times a day is the only way to stay relevant in today’s world of social media. However, posting those many high-quality posts can be significantly challenging for any brand. And that is the reason why a lot of them end up sharing poor-quality content on social media.

As you may realize, poor-quality posts can harm your online reputation. So, it is better to maintain a certain standard of social media posts while reducing the frequency of posting on social media. As long as you are sharing quality content on a regular basis, the audience won’t mind seeing fewer posts from your brand.

Overposting or Underposting

It can be a little tricky to find the right posting frequency for your social media posts. If you post too often, it may seem overwhelming for your audience and cause them to unsubscribe or unfollow you. On the other hand, if you do not post often enough, you can lose momentum and fail to make a mark on your audience.

Instead of copying the posting schedule of your competitors, experience with different posting frequencies. As you track the results of these different posting frequencies, you will be able to find out what works best for your target audience and your brand.

Lack of Content Variety

While it is important to post personalized content for each social media platform, you should also look at what kind of content you are posting on a regular basis. If you keep posting the same content over the months, people may start losing interest in your brand.

Try to find different ways to engage with your audience across all the platforms. Start experimenting with different types of content and formats for your brand without deviating too much from your brand’s personality and tone. For example, if you have been posting data-driven, text-based content for a while, add some variety to the mix by introducing infographics or videos. Even if you do not want to change the format, explore different ways to convey the message. This will help you keep your audience hooked and interested in your content.

Not Considering Peak and Non-Peak Hours

One of the primary goals of social media posting is to reach as many prospects as possible and convert them. However, if you have no idea about when your target audience is active on social media, it can be difficult to achieve that goal. Analyze your target audience across all the social media platforms you are targeting and find out the time slots when a majority of the users are active on a particular social network.

When you have the necessary information about peak and non-peak hours, you can maximize your social media marketing efforts and reach the most number of prospects. Just remember to schedule your posts around the peak hours and avoid the non-peak hours.

Ignoring Seasonal Trends and Events

As you approach a major event (like Christmas, the Olympics, the election, the Super Bowl, etc.), it is recommended that you personalize your content to make it more relevant to such events.

You may have noticed that brands start posting Christmas-related content as they enter the month of December. Creating content on seasonal trends and events helps you get more mileage on social media and gives your posts an additional boost as the social media algorithm promotes posts related to the trend or season.

Not Using User-Generated Content

User-generated content (UGC) refers to content created by the brand’s followers. There are different types of user-generated content, from reviews and comments to photos and videos. Companies can use them to promote their brand. In fact, UGC is often more effective than regular posts as it fosters credibility from real customers.

So, if you are not using user-generated content (UGC) while scheduling social media posts for your business, you are missing out on some great marketing opportunities. When your team is running out of fresh and unique ideas for social media posts, UGC can help make a positive impression on people as it is based on honesty and sincerity.

Forgetting to Review Scheduled Content

Whether you run recurring post schedulers or not, it is important to review your scheduled posts in the queue. As the world continues to change rapidly, you may need to modify or update your scheduled posts to comply with these changes. Depending on the current situation, you may need to pause, edit, or remove certain social media posts.

Always review the queue of social media posts waiting to go out on the scheduler tool. Make sure that the posts are still relevant, representative, and make sense. This will ensure that you always post relevant and sensible content that resonates with your audience and maintains the accuracy of your information.

Ignoring Audience Needs and Preferences

While scheduling social media posts, it is important to speak about your brand, its products/services, and your goals. At the same time, you need to be considerate of your audience’s needs and preferences. If you want your target audience to take action (like registering on the website, placing an order, or hiring a service), you need to fulfill their expectations.

While market research can help you understand what your target audience expects from your brand, you can also use social media to understand their needs and preferences. Conducting polls, quizzes, and surveys on social media platforms can help you understand your audience’s needs and preferences and prepare social media content accordingly.

Failing to Adapt to Platform Differences

Before posting anything on social media, you need to analyze how your target audience interacts with different social networks and the kind of content they prefer to engage with. Every social media platform has its own nuances — different audiences, text styles, post formats, and best practices.

For example, Instagram is known for its high-quality visual content, which includes short descriptions and a large number of emojis. On the other hand, LinkedIn is used by more mature and solvent users. Here, the audience expects you to communicate formally and in a businesslike way. If you share similar content across all the platforms without optimizing it for each social network, this will negatively impact the engagement levels of your posts.

Failure to Engage with Audience

Even though most people use social media as a broadcasting channel, it is actually a two-way street. So, if you want your social media activities to be fruitful, you need to pay attention to what the audience has to say. Ignoring the comments, questions, or feedback of your audience can be counterproductive.

Engaging with your audience helps build trust and foster a sense of community. Moreover, it shows that there’s a real person handling the social media account who can offer advice and support and acknowledge their opinions. In order to stay consistent with engagement, choose a specific time to interact with your audience at least once on a day-to-day basis.

Ignoring Each Platform’s Posting Rules

Every social media platform has some unique posting rules. If you are treating all the social networking sites as the same, you may find it difficult to achieve the desired results. Let’s take the example of X (formerly known as Twitter). Instead of scheduling the same content on different X profiles, you can simply retweet the original post from other profiles.

If you want to schedule X content in advance instead of manually retweeting it, you can schedule similar tweets across your different X profiles. Just make sure each post is unique.

Failing to Optimize Your Social Media Images

If you are promoting a personal brand or a company, the images you post on various social media platforms should look appropriate and convey the idea. However, the quality and size of images uploaded to social media platforms do not always meet expectations. Make sure to optimize your social media images for each platform you are using.

Always try to upload high-quality images. If the images are blurred or stretched, people will not take your posts seriously. You need to consider a number of factors while creating images and infographics for social networks. Apart from following the basic design rules of generating high-quality images, you must also combine colors and fonts harmoniously, stick to a single style, and not bombard the images with text.

Not Uploading Videos on Social Media Channels

Video content has limitless potential to go viral, and that is why numerous companies are using videos to encourage users to talk about their brands. With the growing popularity of video, it is safe to assume that video content is worth the investment. You can use videos to promote your business in various ways. From creating funny videos to live training videos, you can include different video types and formats in your social media strategy and promote your business with them.

Some brands even share the links to their YouTube videos on Facebook, LinkedIn, and Twitter (X). While that is one way to promote your content across different platforms, uploading the videos directly on Facebook, LinkedIn, and X usually has better reach than YouTube links. So, use video content while scheduling the social media posts.

Forgetting to Review Your Queue

Scheduling the posts on different social media platforms can be a hectic job. This is why most brands use scheduling tools to automate the process. While it can save you a lot of time, you need to make sure that the posts are queued in the right order.

If you have created a series of posts that you want to publish throughout the week, you need to schedule them in chronological order. Reviewing the queue before the posts are live allows you to maintain the order. Also, if there was a mistake in the content, the review can help you identify the error before the audience sees it.

Lack of a Defined Social Media Strategy

While managing a brand account, you cannot just post whatever you want and hope to get the best results from it. Unless you have a clearly defined social media strategy in place, it is almost impossible to succeed. Start by developing a strategy around your marketing goals.

If you do not have an in-house team to create a winning strategy for your social media campaigns, you can hire third-party marketing agencies to perform the necessary measures on your behalf. The strategy will help you schedule the posts at the right time and ensure that your content aligns with the overall business goals.

Forgetting to Set Goals

One of the biggest mistakes in social media marketing is proceeding without any clear goals. Whenever you start working on creating a social media presence for your brand, it needs to align with your broader business objectives and the company’s values, vision, and mission.

Before starting the social media activities for your brand, you need to define your goals, as well as your target audience and key performance indicators (KPIs). You also need to identify which platforms are the most relevant to your audience and personalize your content accordingly.

Not Using a Content Calendar

A content calendar helps your business organize upcoming events’ social media posts into a publishing schedule by date. This allows you to keep track of deadlines and better manage your social media activities. If you are still not using a content calendar, you are more likely to encounter scheduling issues, which may impact the effectiveness of your social media campaigns.

A social media content calendar helps you develop more quality content as you have a clear plan of action. It also reduces the risk of mistakes. And most importantly, it lets you plan for relevant social media moments and events.

Not Using A/B Testing

The one-size-fits-all concept does not work in social media marketing. Just because a strategy worked for one particular brand, there’s no reason to believe that it would work for your brand as well. With A/B testing, you can refine your approach and discover what resonates with your target audience.

While performing the tests, you need to observe the metrics. A/B testing will help you find out which strategy is more effective for your social media marketing. Apart from strategies, you can test different pieces of content, hashtags, and other elements to see which one is more effective than its alternative.

Avoiding Negative Feedback

Feedback from your audience, be it positive or negative, can provide valuable insights into which of your social media activities are working and which need improvement. If you only focus on the good words and praise, you cannot improve your performance.

If your brand is receiving negative feedback from the audience, it means there is something wrong with your strategies. Address such negative feedback and use it to evolve, whether it is about your products/services, logistics, or customer service. Avoiding negative feedback can agitate the audience even further and earn you a bad reputation.

Final Thoughts

While developing a social media strategy, you are likely to make many mistakes. However, failing at scheduling can be much more detrimental to your brand. Avoid the mistakes discussed above to build an effective strategy for promoting your brand to the right audience at the right time.

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