Why repost the same content on social media?

Why do you see popular brands and influencers recycling their material in the span of hours?

It’s not because they’ve run out of content. It’s because of churn.

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In social media (and digital marketing), we churn two things most: attention and audience.

Attention churn is the amount of attention any of our content gets. Take a look at this chart below of one of my more popular tweets:

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This tweet reached half of its lifetime audience in 65 minutes, and reached 80% of its lifetime audience in slightly more than 10 hours. If this content were an important selling piece for me, I wouldn’t even get a day’s use out of it. That’s attention churn, the speed at which your audience moves onto new things.

Audience churn is the constant change in the makeup of your audience. Every day, you lose audience members. Every day, you gain audience members. Below is an example from Facebook of Net Likes, which are the Likes you get minus the people who Unlike your page:

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Even in your web analytics, you’ll see this. Below is the ratio of new users to returning users for just visitors to my website from social channels in a 30 day period:

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This proclaims that 2/3 of my audience which comes from social media hasn’t seen my website before. That’s a staggering number, especially if your business relies on repeat customers.

What does this mean for us?

We can’t count on our audiences having seen things that are old hat to us. We can’t count on them knowing what they should and shouldn’t do once they become a part of our community. This is the epitome of the curse of knowledge. We see what we share every day. A new audience member has seen almost nothing. What’s boring to us is fresh to them.

If your analytics look anything like mine, take three basic tactical steps to ensure your audience is always being welcomed and is always seeing the important stuff.

Ensure your properties all have welcome messages of some kind. You could put something as simple as a link in your profile, or share a daily welcome message. My daily welcome message makes up almost 5% of my campaign-based website traffic:

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Make clear your top calls to action in your website design. New audience members should have no ambiguity about what you want them to do:

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Consider reposting your best content on a regular basis so that different parts of your audience see it. I’m about to embark on a new organic social campaign that will share links to my latest book on a very regular basis over 30 days, to see what happens. There are plenty of software platforms and companies that will offer to do content reposting for you (for a fee, of course). You can also just do it manually, by sharing the same content at different times of day.

Audiences and attention are churning all the time. Who you talk to today can differ significantly from who you talked to yesterday. Don’t assume that everyone has seen everything you have to offer!


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