There’s always talk about how to avoid burnout when constantly creating content to keep audiences interested. But what happens when your audience gets burned out by you?
Data from Sprout’s 2024 Content Benchmarks Report reveals that brands are averaging 10 posts per day across platforms. Considering that 50% of users follow between 1-4 brands on social media, seeing 10 posts per day per brand each week really starts to add up.
With so much content across each For You Page, it’s no wonder why some users become apathetic to the content on their newsfeeds. In fact, it should be expected at this point.
That then raises the question: How can a brand reengage an audience with content fatigue?
New Life for Old Content
If your audience is tired of the same old same old, it may be time to try something new. But creating something new can be difficult, especially when your content calendar is already filled to the brim. For brands looking to reengage their audience, try repurposing old content into new formats. Not only will this breathe new life into your content for old followers, but it also casts a wider net to attract new followers to your brand.
Here are just a few of the options available when repurposing your old content.
From Writing to Recording
Go back to those high-performing blog posts and turn them into short-form videos. With platforms like YouTube Shorts or Instagram Reels, brands can easily grab attention from audiences that prefer visual content. Focus on the posts’ main takeaways in an engaging format and add captions for accessibility.
Creating Infographics
Not everyone has the time to read a 50-page data report, no matter how interesting the insights may be. To attract audiences that would benefit from this type of information, try designing infographics to distribute the data in a visually attractive way. Infographics also reduce the cognitive load on users by providing interesting information in a scannable format while the graphics encourage them to stop scrolling and start engaging.
Platforms such as Canva and Piktochart can help marketers get this done in a way that’s both quick and easy.
Testimonials
Sometimes audiences aren’t looking for the newest or the most creative piece of content. Sometimes they just want to hear from people just like them. Create a blog or social media post sharing customer testimonials that your audience can relate to. This not only grabs attention but also helps your audience feel seen while also encouraging them to engage with the post.
Quality Over Quantity
In a world where brands are posting 10 times a day, it’s crucial for marketers to ensure their brand stays visible above all the noise. At first glance, the best strategy seems to be posting as much as possible. However, sometimes the opposite is true.
If you think your audience is experiencing content fatigue, try posting fewer pieces that are of higher quality. In doing so, brands can garner deeper levels of engagement and increase brand loyalty.
How is that?
By posting less often, your audience will be more interested in your content whenever you do make a post. As more users are looking at the less-frequent posts, keep their attention by providing high-value content. Address critical pain points or answer frequently asked questions. To make sure your audience knows that your content is worth taking in, try backing up your content with credible sources to build trust and authority. This will keep your audience coming back for more as they know they can believe in what your brand shares.
Listen to Your Audience
Everything changes over time, including your audience’s interests. When engagement metrics start going down, it can be difficult to discover how to get those numbers back up if previously popular topics aren’t performing like they used to. In this case, the best place to go for content ideas is the people that you’re trying to attract.
Brands can reach out to their audience to conduct surveys that will help shed light on what type of content they want to see. These surveys can ask about the type of format they are looking for, the topics, or even the frequency of those topics and formats. Keep the surveys short and brief and offer incentives to ensure more people complete them.
Comments are another great way to gather feedback. Analyze previous comments or ask for comments on new social media posts by encouraging feedback. Make it clear you’re looking for opinions and be on the lookout for any clear themes across comments.
Time to Reconnect
Content fatigue is real, but with thoughtful strategies like repurposing old content, prioritizing quality over quantity, and actively listening to your audience, brands can reignite engagement. Remember, it’s not about how much you post — it’s about making every piece of content count.
