Scaling your social media content production can contribute to your brand’s growth in so many ways. Not only will your content be more visible to your followers and improve your overall presence, but you can also boost your brand recognition and, in turn, your sales.
But unless you have the manpower and resources to scale your content production with ease, there is the dilemma of having to produce content at a larger scale without sacrificing quality. Thankfully, there are steps you can take to ensure your standards are not falling short. We’ve listed a few of them below.
Why Should You Scale Social Media Content Production?
Every marketer will tell you that quality is the most critical factor when creating content for social media. However, relying on quality alone could bury your social media profile in obscurity.
While there is no set number to define the perfect quantity to post, the reality is that the more you post, the more you’re able to establish your authority. It’s simple—posting more often means your content is more visible to your followers, making it easier to stay top-of-mind versus posting less frequently.
- Increase organic reach by feeding the newsfeed algorithm. Ever since timelines and feeds shifted from showing content based on time posted to following an algorithm, the “best time to post” has become a mystery. But one thing remains certain: regardless of social media platform, it’s always better to post regularly and frequently. The more frequently you post, the higher the chance of your content appearing in the newsfeeds of people you want to reach.
- Cultivate a lively profile that’s worth following. Scaling your content doesn’t just mean increasing in quantity. It also means changing up your content and exploring other formats. This way, more people will be interested in following your account, which could lead to further growth.
- Build audience anticipation for your next post. As soon as you establish a regular frequency of posting and as long as your content provides value or entertainment to your followers, people will begin to look forward to your posts. Posting content sporadically means nobody will know when to expect your next post, and your followers may quickly lose interest.
If you want to create a data-driven marketing strategy that brings results, you should also invest time and effort into scaling social media content production. Keep on reading to find out seven effective ways to do it with ease!
Effective Ways to Scale Your Social Media Content Production
When your goal is to ramp up your content production, it’s easy to lose track of what’s important—quality. Here are seven tips to help you scale your content while maintaining high standards.
1. Repurpose Old Content for Social Media
Creating excellent content from scratch takes a lot of time and hard work. Why should it serve its purpose after publishing it just once? Review your past content from months and even years ago, and look for content that performed well. Old content can make for a nice #throwback post or a simple repost for those who missed it.
Repurposing old content doesn’t have to mean reposting it as it was, nor does it only work for old social media posts. It doesn’t just help you fill up your content calendar, but it also makes your content more hardworking so that it reaches more people. Plus, repurposing content gives you more time to create and plan for brand-new content.
For example, you might have published a long-form video on YouTube that your Instagram audience may not have seen. You can create a short-form version for Instagram Reels or post highlights on your Instagram Stories. You can also make bite-sized versions of an old blog post on your feed and include a call to action (CTA) that redirects followers to your website.
When you repurpose old content for social media, it’s a great idea to make eye-catching visuals as most people perceive information visually. Luckily, there’s no need to have experience in design if you use Photoleap by Lightricks. The app has in-built tools like a collage maker or an AI-image generator along with various effects, fonts, and filters, so it’s easy for marketers to unleash their creativity run wild and repurpose old content into social media visuals with ease, just like in the example below:
And here’s another example from a SaaS business Hubspot that repurposes blog content for its Instagram profile:
The company’s Instagram page is filled with bite-sized content that leads to long-form articles on its blog. This way, the blog content is maximized even if people don’t read the full text.
Another great idea is to make good use of customer reviews and repurpose them for social media profiles. Not only does it help to scale social media content production, but it also provides social proof and drives brand loyalty.
2. Work with Individual Content Creators
One of the best and most cost-effective ways to scale your content production is to work with content creators. Practically every content strategist would agree that working with individual content creators can spice up your social media strategy and scale social media content productions.
Content creators can either be someone who can do everything—shoot, edit, and post—or multiple creators with specific skill sets like copywriting, video editing, and graphic design.
Of course, if budget permits, it’s best to work with content creators who can do the shooting, posting, and even ideation for you. Always choose a content creator who specializes in your niche and one with an audience that may be interested in your brand for maximum impact.
These creators won’t just help you publish high-quality content at a faster speed, but they can also connect you to an engaged audience or even drive traffic to your website as they may use this content as samples on their profiles.
If you decide to go the other route and outsource your creatives, this is also a faster way to create content at scale without having to spend on hiring in-house team members. Working with outsourced talent allows you to increase your content output whenever needed.
3. Create Cross-Channel Social Media Content Campaigns
While it’s true that what works in one social media channel may not perform as well in another, don’t waste your time creating entirely different content per platform. It’s all about adapting and optimizing your content per platform. In other words, content distribution becomes effective without the burden of making something new.
Running cross-channel campaigns ensures that your message is delivered to your entire audience because not everyone follows you across all your social media platforms. Cross-channel social media marketing campaigns can also help you:
- Boost brand awareness
- Diversify your content
- Expose your brand to a new audience
- Collect more information about your customers
Your customers are likely using multiple social media channels. If you want to remain top of mind and ahead of the competition, you must meet them wherever they are. What is more, it doesn’t take much time or effort to distribute content on multiple channels if you make good use of planning software for media and entertainment.
If you run campaigns in Meta’s family of apps, the Meta Business Suite can help you with ad placement. Design platform Canva runs its ads on Facebook, Instagram, Messenger, and Meta’s Audience Network.
4. Rely on AI-Powered Tools
AI-powered tools like AI writing tools can help you generate unique content in almost no time at all, from captions to blogs, graphics, and even videos. Using AI-powered tools for graphic design, in particular, can drastically cut down your content creation production timeline.
You can use AI tools to refine and edit your work, make instant edits, and even generate content ideas based on prompts. AI can automate and create multiple designs based on your preferences and previous designs, all while maintaining your brand guidelines. Short story generators can also leverage AI to quickly produce engaging narratives, saving you time and sparking creativity for your storytelling needs.
Tools like Jasper AI can generate original royalty-free and watermark-free images you can use across all your channels for a small fee.
5. Make Good Use of Ready-to-Use Content Briefs
A good content brief provides your copywriters and graphic designers with all the information they need to create content. It can minimize the amount of time spent on meetings and back-and-forth with different team members and ultimately speed up the content creation process.
Holger Sindbaek, the owner of a gaming platform, World of Card Games, says:
“In the hustle of scaling our social media content, we often overlook the power of structured planning. Early on, I realized that a well-crafted content brief was like a compass for our creators. It wasn’t just a document; it was a vision translated into actionable steps. If you want to ensure consistency, reduce back-and-forths, and truly empower your content team, invest time in creating detailed, ready-to-use content briefs. It’s not about micromanaging; it’s about providing clarity. And with clarity, creativity thrives.”
However, creating a brief from scratch may take a lot of time.
To get things rolling, you can create a single template that you can edit when needed, or you can download free templates online. Most templates available online are fully customizable. You can even use AI tools to generate templates according to your needs.
With templates and AI tools, project management is made simpler, you can eliminate hours of downtime, and get started on the content creation process faster than ever before.
6. Analyze Your Social Media Content Performance
One of the most crucial steps when creating content for social media is analysis. Without tracking your content and understanding what performs best, you may be wasting your time creating content that doesn’t resonate with your audience.
As long as you have a business account on Facebook or Instagram, you can track your performance through the Meta Business Suite or click on “view insights,” which can be found underneath each post. Instagram also has a Professional Dashboard that shows you a breakdown of your performance.
Other major social platforms like TikTok, Linkedin, and YouTube also have built-in analytics tools that summarize important data like number of views, average viewing time, interaction rate, and other social media statistics.
However, you can always rely on third-party tools to get access to advanced social media analytics and therefore monitor the performance of your content across all platforms from one dashboard.
7. Encourage User-Generated Content
Having a steady stream of user-generated content (UGC) can help you scale your content production with minimal effort. Not to mention, having UGC can instantly boost your credibility and build trust with your audience.
Initially, you can start a UGC campaign that rewards customers for sharing content on their social pages and tagging you. Make sure to include a branded hashtag. Once this sticks, loyal customers will continue posting using your hashtag even without rewards.
No matter what social media platforms you use, it’s always a good idea to reach out to your customers via email as it helps to cut through the noise of other companies who hope for their attention. And if you know the best time to send emails, you can even get better results: people are more likely to open your emails and interact with you.
When you know how to find UGC and you get permission to repost these posts to your profile, it helps to show that you value your customers and is a reward in itself that can encourage regular sharing.
Conclusion
Without the additional staff or budget to ramp up your social media production, the thought of doing so might seem incredibly overwhelming. But with these tips and persistence, you can boost the quantity of content while still maintaining its quality without having to work double time.
Remember: It’s all about making your content more hardworking, maximizing the tools available online, partnering with key content creators, and encouraging user-made content.
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