Being consistent on social media is a very important point to create connections, increase interest and even bring credibility to the brand. Therefore, creating a calendar post could be the solution to help improve your networks’ engagement.
A few isolated posts won't make a difference in engagement or win over the target audience. To get users to engage with your content, you need to be consistent in your posts so that, little by little, users identify with your brand and the content presented.
In the text below, we have brought some tips on how to create this posting calendar and get users to engage with your brand. Follow along!
How to use the posting calendar to improve engagement?
Once you understand the need to publish new content frequently on social media, it's time to create your posting calendar, defining important points that will help improve engagement.
See below how to create a posting calendar and have greater success on social media:
Define which networks you will publish on
First of all, you need to define the channels where you will publish your content. Just because there are several social networks, it doesn’t mean you need to be present on all of them. It all depends on the presence of your target audience. Is your audience present on Pinterest? If so, create content for that network.
Google Analytics, Instagram Analytics, and Facebook Insights are great for providing audience insights.
Research trending topics in your segment
Your content needs to be aligned with what your audience is looking for. Researching the most engaging topics and checking out what your competitors are creating are great ways to know what your content creation line should be.
It's no use just creating content; the material you create needs to have value for the person it's intended for. You need to solve a pain point for your customer, and only then will they identify with your brand and engage.
Set the publishing frequency on each network
There's no point in posting 3 times on Instagram in one week and then only posting once the next. You need to create a frequency so that your audience is always impacted by your content.
This frequency cannot be chosen out of thin air. To define the days and times of publication, you need to know when your target audience is active on social media.
Those who are just starting to publish should test by publishing on different days and times for a while and then analyze the data from their own networks. Which days yielded the most engagement?
With this data, it is possible to define the publication days and times on each network.
Create content for each network
To improve your engagement, you need to create strategic content for each network. Don't just post the same content in different places. The audience on one network is not the same as on another, so the format can't be the same either.
For example, on Facebook, longer texts are 'allowed', since the network is known for its 'long texts'. Users will not abandon a post just because it is a little longer than usual. On Instagram, if you post a long text, according to Facebook standards, you will not get any feedback. Instagram users are looking for shorter, more dynamic content.
Therefore, you need to create a posting calendar for Instagram, another for Facebook, Twitter, etc. Each one containing the above information, aimed at the chosen network.
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Calendar posting: importance
Having a social media posting calendar is essential for growing and gaining a digital presence. Those who don't post or don't post frequently lose ground to competitors who have a set schedule.
Thinking as a user, if you need something, be it a product or a solution, your first step is to search the internet for something that can help you. When you find a company that has the solution, you will certainly look at its social networks to understand better. However, if when you enter a network, the last post was made some time ago, you are likely to be a little disappointed, right?
This is what can happen to your target audience when you don't have a publishing frequency.
When it comes to the number of posts, there is no standard, as it depends on each segment, audience and customer journey.
The Pareto principle states that, in many events, 80% of the effects come from 20% of the causes. Applying the principle to content marketing, it is defined that 80% of the publications should be content that will add value and inform the customer, and the remaining 20% are aimed at sales.
Conclusion
Having a set publishing frequency is very important to get customers to engage with your content.
Having a posting calendar, with date, time, network and post content defined helps to achieve this identification with the target audience, and brings authority to your brand.
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