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In business, consistency to the customer is perhaps the most quintessential aspect of developing a loyal following. When one goes to an Applebee’s, they know what to expect. The waiting service follows a set routine, the food is generally universal across chains, and this comfort in consistency keeps loyal customers constantly returning. As Instagram becomes part of our day to day business lives, one must begin to apply this principle to their social media as well.
Assuming one’s account has consistency in theme, the one changeable variable becomes posting frequency. Your followers should become accustomed to a set posting routine. For instance, a customer seeing posts from a diner during breakfast time will generally begin to associate breakfast with the diner itself. If this is done routinely, even daily, this association becomes stronger. Maintaining consistency allows a business or personal brand to become associated with routine aspects of day to day life. This illusion is shattered if the consistency is broken, however, and winds up serving as a double-edged sword. If one merely updates their account once a week, the business may come across as not having a deep connection with their customers. If an account posts too many times in one day, this may show the business as desperately seeking attention as they attempt to accumulate to new technological trends. Therefore, in order to gain the best benefits social media offers, a business should stick to a set routine. If you decide to post daily, this should be a consistent affair without a break. Your followers will become comfortable with this rhythm and see the brand in a more positive light.
This consistency, however, may prove difficult. Small and large businesses alike are plagued by daily chores that must be accomplished under a strict deadline. A bakery, for instance, must worry about producing their product and may find that advertising it via social media falls secondarily to the actual running of the brick-and-mortar location itself. Because of this, updating one’s social media may fall onto the back burner as trivial compared to the daily workings of the business itself. Sticking post to a schedule can be accomplished through various third party interventions to make the scheduling effortless. Automation tools such as Hoot Suite (via hootsuite.com) allows a business owner to strategically publish photos at the right time (now you can create a story but only for business accounts). Tools such as this take away adding another difficulty onto the workday, which most owners will generally appreciate.