For businesses trying to maintain a consistent presence across multiple social media platforms, scheduling posts in advance can be a huge timesaver. Rather than having to manually publish every single update in real-time, you can plan out a content calendar and schedule batches of posts to go live when you want.
But just how far in advance should you schedule social media content? The short answer is: it depends on your business and content goals, but as a general guideline 1-4 weeks out is preferred. There are a few factors that can help you decide how far you should plan your content. How much time do you have? Do you have time to sit down and plan 4 weeks' worth of content in one go or would you prefer to plan and schedule a few posts a week before you want them to go live? Are there any sensitive or timely topics that you are playing by ear? Scheduling content is great but you should also be checking your content calendar regularly to ensure the posts you planned are still relevant before they go live.
Benefits to Scheduling Your Content Ahead of Time:
Better Time Management
Batching social media content in advance frees you up to focus on other day-to-day tasks. The last thing you want is to leave social media content until the last minute and post something you aren’t happy with.
Consistency
You can ensure a steady stream of fresh content across all your channels and you can figure out how many days a week you want to post.
Content Coordination
It's easier to plan themed campaigns or align messaging across platforms when you schedule your content in a calendar ahead of time.
Analytics Tracking
Many scheduling tools, like our favorite, provide data to monitor performance. While you can still track your analytics even if you post in real time, this is part of a larger social media strategy that can help you stay on track.
So with all those advantages, why not just schedule months of posts ahead of time? The main reason is that the social media landscape changes rapidly, so your content needs to be timely and responsive. You also need to pay attention to what is happening in your community and make sure the content that you are posting is relevant to what’s going on now. With things moving so quickly, especially with social media updating in real-time, you have to be able to pivot quickly.
The sweet spot for scheduling content is 2-4 weeks in advance. This window provides a good balance of prep time while still allowing you to adjust your strategy and messaging based on current events, trends, and feedback from your audience.
Lastly, leave room for real-time posting about breaking news, emerging trends, etc. that you'll want to participate in or spark a discussion around. These types of opportunistic posts need to be created on short notice to stay relevant.
Learn more about our favorite social media scheduling tool ⬇️
By sticking to this general 2-4 week scheduling guideline, you can reap the productivity benefits of batching social media work while maintaining the flexibility to freshen up your messaging as needed.
Not sure where to get started with a social media strategy? We can help you create a content calendar tailored to your business and audience. Contact us today to learn more.