Smiling teenage girl sitting and using a smartphone. Social media, digital marketing

The life of one Facebook post…

Dalibor Šumiga Behavioral marketing/Neuromarketing, Marketing

From the creation of the idea to the consumption of the content on social media (not necessarily only on Facebook as the title suggests) there is a very interesting process going on…

Have you ever tried to put it in time frames? How does a “life” of one post look like presented in numbers? Hence, we don’t talk about posts in a monthly content calendar, but about the time spent on a single post on social media. I know it sounds weird because no one provides you with a brief for only one post, but let me show you the point of this article.

The client provides you with a brief (average duration: 10-20 minutes)

The agency analyses the brief, asks additional questions, and maybe even organises a meeting (average duration: 10-40 minutes)

The creative team is designing the post – copy, visual with the copy, design… (average duration: 10-60 minutes)

Creative team at work. Digital marketing, digital agency

The client receives the post for approval; in an ideal case scenario, it gets approved from the first try (average duration: 1 minute)

In a less ideal case scenario, the Client is not sure whether they like the post, then they show it to another team member, they analyse the post together and they ask for the changes to be made (average duration: 10-30 minutes)

The agency makes the changes and, in an ideal case scenario, we have a final version from the second try (average duration: 10-30 minutes)

The post goes “live” (average duration: 5-10 minutes)

A potential customer scrolls down his/her newsfeed and in an ideal case scenario looks at your post… For about 5-10 seconds…

Man using a mobile phone. Social media, consumer psychology

Remember those numbers the next time you decide to spend time on the subjective analysis of what your customers want…

No potential customer is looking at your ad as they would look at a piece of art in a museum.

No potential customer stops scrolling just to spend 5 minutes of their life to understand what message you really tried to send them or why you decided that the logo should be a little bit more up and to the right.

In psychology there’s a phenomenon called semantic satiation in which repetition causes a word or phrase to lose meaning for the listener. Try it yourself, choose a word and repeat it non stop for about 30 times. After some time, you’ll get the feeling you’re talking nonsense.

If you do, however, make decisions about which posts on social media get a green light and which don’t, try to do it exactly like your potential customer – in a few seconds, without thinking too much.