It seems that brands and leaders believe that increasing the frequency of their…

After COVID-19 forced all of us indoors, the internet came to the rescue. With restrictions on physical movement and limited options for entertainment, social media became the holy grail for keeping in touch and recreation. Over the past year, social media users grew by 13 per cent, and more than half the world’s population is now on social media. Brands are where their audience is, so it’s no wonder that they followed suit and amped up their social media activity. In the absence of in-person meetings and corporate events, coupled with the new work from home reality, it made sense for business leaders to be more active on social media too.

There’s no denying that social media proved to be one of the most effective means for mass communication during the pandemic. However, with all eyes and voices on social media, it introduced the new insecurity of visibility. If everyone is posting to the same platform, there’s the threat of one’s post getting lost to oblivion. It seems that brands and leaders believe that increasing the frequency of their posts will help them tackle the problem. But there’s a fine line between wanting to be visible on social media and being overactive.

In the bid to be seen, it’s easy to tread into over posting. Before you know it, your social media activity loses its sheen and turns into a nuisance for your followers. Sprout Social found that 45 per cent of consumers unfollow brands because of irrelevant content and 24 per cent when the brands post too much.