It’s no secret that a strong social media presence is good for the success of your brand or business. But over the last year, the power of social media has increased rapidly due to the COVID-19 lockdowns worldwide. With more people spending more time on social media, the importance continues to grow and people are predicting it will just become more and more powerful.

In a study conducted by SproutSocial:

• 43% of consumers used social media to discover new brands
• 43% of Gen Z and 49% of Millennial users have purchased directly from a social media platform

Look at any social media platform: you’ll be inundated with brands and businesses trying to reach you: to create brand awareness, gain followers, connect with consumers, and of course, sell product. Whether it’s Netflix on Twitter, Chipotle on Instagram, Will Smith on Facebook, or The Washington Post on Tik Tok, everyone, it seems, wants our attention. So when you’ve got a brand to promote, how do you break through all the marketing noise?

One thing that most successful content creators say helped drive their success is consistency: in messaging, in quality, or simply how often they share content. The shift from limited, high-quality content has been slow, but there is no doubt that these days, quantity trumps quality.

More is More

If you take a look at the shift of original content by Netflix over the last 10 years you can see that its business model has shifted from a few, outstanding original shows to many original shows, some outstanding, others not so much. Additionally, they are starting to shift from the “binge-watching” model of dropping entire seasons on one day, but rather spacing things out by a week. Some critics are now praising shows like White Lotus on HBO for doing the same- “White Lotus is another great example of why the weekly model is so much better than the season drop. If it had premiered in its entirety on Netflix, everyone would have moved on three days later. This way it became the show of the summer.”