You forgot to post today, and feel bad about your content strategy again don’t you? You had every intention to pull out your tripod and make a Reel about the product in your shop….but it slipped your mind. Don’t worry – we’ve all been there.
But, why is it so difficult to create a habit of posting on social media when it’s so important to your marketing strategy? Probably because we have ever-growing to-do lists! Amongst our endless tasks, posting on social media is often the last thing on our minds…
So how do we make posting on Instagram such an ingrained habit that it is no longer a chore, but rather an automatic reaction? This is something I’ve asked myself this month while reading “Atomic Habits” by James Clear.
Clear writes that “a habit is a routine or behavior that is performed regularly – and, in many cases, automatically.”
Posting on Instagram should feel like second nature, something you do without even thinking about it. But the real question is, how do you get there? Here are three actionable steps I’ve distilled from this book that I believe can significantly benefit entrepreneurs looking to cultivate a habit of content strategy.
01. Start off Small
Clear explains that “it is easy to overestimate the importance of one defining moment and underestimate the value of making small improvements,” but “the difference a tiny improvement can make over time is astounding” (15).
Many years ago, when I ventured into social media, I was navigating uncharted waters. Starting my headband business in 2020, I found myself posting inconsistently and sharing content that often missed the mark.
Despite the initial low engagement, I continued to post over the years, slowly understanding what my audience was looking for. Gradually, it became easier as I honed in on what my audience wanted and crafted posts that addressed their needs. For example, instead of just posting a static photo of a headband, I began creating Reels showing all the different ways you could style your headband. This type of content received more engagement and converted into sales.
Plus, as I learned the landscape of Instagram, I began noticing what content would flop – and what would thrive. I no longer had to spend hours thinking about content.
By continuing to post, I learned more about the platform and my audience; therefore forming a habit.
Does this mean you should always post content that misses the mark? Of course not. But you’ll never know what content does well unless you actually post.
02. Content Strategy Hot Tip – Everything is Content
Thinking of everything as content has not only helped me gain followers for many of my clients, but has also made content gathering so much easier.
Imagine a life where you could put a pair of glasses on and notice all the possibilities of grabbing content. Suddenly, your couch is the best place to film a “behind-the-scenes” video.
On the other hand, when you’re reading the news you notice a hot topic about your industry that you can share with your followers in the form of a reel.
Unfortunately, there are no magic glasses that can help you easily find content. But fast, easy, AND quality content is out there, you just need to be looking.
Clear explains that, “every action requires a certain amount of energy. The more energy required, the less likely it is to occur” (152). When you see content creation as a massive task on your to-do list, it’s less likely you’ll get it done.
Disclaimer here: it is recommended and even necessary to take this lens off every once and awhile. For example, on date nights with my boyfriend, gathering content is off-limits so I can completely focus on my relationship. That being said, know where your line in the sand is.
03. Understand Success with Content Strategy Looks Different to Everyone
Understanding that “success” on social media, however you quantify that, is all about your system, not your end goals.
Clear explains that “goals are about the results you want to achieve. Systems are about the process that lead to those results” (23).
In the case of your social media strategy, it’s not always your end goal that brings success: but rather the process that led you to your goal.
Imagine going viral unexpectedly with a Reel and gaining 10K followers who aren’t really interested in your niche. Sure, you’ve hit your follower goal, but the catch is, your engagement and sales conversion might not align with those numbers.
On the other hand, let’s imagine you gain 10K followers after posting consistently for your targeted audience for 3 years. You will see a better conversion rate because you focused on the process of getting to 10K followers, not the goal itself.
Final Thoughts
Just like habits, growing on social media takes time. But it all starts with one post. Then another. And another. Soon, posting on Instagram becomes an automatic reaction, rather than a chore. Your target audience will start to notice your consistency. And before you know it, you’re well on your way to building the business of your dreams.
**Disclaimer: “Atomic Habits” by James Clear uses examples of extreme diet culture to explain the process of forming habits. Many of the examples he uses could be triggering for individuals suffering from or have history of eating disorders. Readers’ digression is advised.
