Consistency on social media isn’t just nice to have: it’s a non-negotiable for long-term organic success. If anything, consistent organic strategy can have further reach than paid advertising in many cases.
Bridgett Colling, Director of Marketing and Communications at Figo Pet Insurance, saw the opportunity to expand her brand’s TikTok presence. The company went all-in on their organic TikTok strategy throughout 2022, posting four to five videos a week on the platform (an impressive goal for their scrappy team!) and their efforts led to audience growth, multiple viral videos and revenue-driving ads. Though posting up to five times per week was a stretch for her small team, Colling said it paid off by allowing them to hone their craft and really go for it.
Cleverly, Figo appointed a Social Media Coordinator who came up with a template for TikTok videos meaning that each video took 15 minutes to create, edit and post from start to finish. This also allowed for content growth as well as consistency. If anything, this experimentation was the theme of Figo’s 2022 video strategy. By posting every work day, she could identify which content types generated the highest impressions and engagements.
According to Sprout’s data science team analysed posting frequency across more than 30,000 Sprout customers and found that the industry average is 11 posts per day across all social channels. And on TikTok, providing your audience with fresh and diverse content daily is the best way to crack the algorithm and end up on the coveted #ForYouPage.
Bridgett saw this play out firsthand. “Even as a smaller, younger pet insurance brand, our consistency sets our performance apart from more established competitors.” She says Figo often matches or surpasses its competitors’ views, engagements and share of voice.
Cheyanne explains, “Trending sounds and memes related to pets and pets insurance drive the highest engagements. Listicles are also high-performing videos.” She returned to these formats again and again to produce a pipeline of successful content. Even with solid success from these formats, Figo’s consistent posting cadence left space for new ideas, too–like their “Ask the Vet Tech” series, which amplifies their internal thought leadership and provides unique value to their community.
Going viral on TikTok was an impressive milestone for Figo. But Bridgett pointed out virality wasn’t their number one priority. What’s more important than going viral is finding and building a genuine community on social media. You see this often on accounts where one or two videos have reached 500k views but the other videos only have 500 views and no comments.
The TikTok algorithm delivers a niche, personalised experience. To reach your audience, you must dig into the topics they care about and put out relevant content consistently. Cheyanne explains, “Stay on top of trends within your community. Not just trending sounds and memes, but the topics people are talking about. Pay attention to how you can relate them back to your brand.”
A prominent takeaway for brands is that when you’re trying to stay consistent on socials, you don’t need to start from scratch. Maximise your existing assets and draw on the success of other platforms. You’ll save your company time and money, and increase your ROI (more on that soon). Plus, you already know the content resonates with your audience. Just be sure to meet community expectations on each platform.
