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How Diminishing Marginal Returns Apply to Social Media Marketing

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Contrary to what seems intuitive, managing an additional social media account may not improve your marketing efforts.

Contrary to what seems intuitive, managing an additional social media account may not improve your marketing efforts.

How Diminishing Marginal Returns Apply to Social Media Marketing

Most advice you’ll find regarding social media marketing suggests that you should have as many social accounts as possible. The logic is that you might as well have accounts on Twitter and Instagram since there are members of your target audience who aren’t on Facebook. Moreover, since the lion’s share of the work is creating content, managing multiple accounts only requires a small marginal increase in work.

Well, we’re writing this blog to tell you the exact opposite. Contrary to what seems intuitive, managing an additional social media account may not improve your marketing efforts.

In some cases, you should just stick to the sites that are relevant to your brand. A recent Entrepreneur article suggests spending more time on the sites that are most valuable:

“There is often a misconception that in order to make the most of social media marketing, you need to be visible on every outlet. This approach can quickly spell disaster for startups that might already be stretched thin in terms of time and resources. Not all outlets will be relevant to your brand. A better approach is to identify and focus on the outlets that are most relevant and valuable.”

Diminishing marginal returns are going to set in at some point. What you gain from creating a 6th social media account will be much smaller than what you gain from creating your first one. Eventually, you’ll realise that the extra effort it takes to manage an additional account isn’t worth the hassle.

Of course, we’re also not saying that you should only choose on social media site and ignore the others. We just want to point out that there’s a balance you need to achieve and the answer to your social media problems isn’t registering on a few extra sites. If you want to improve your social media marketing, then you should focus more on follower engagement and content creation.

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