Post Frequency
What is it?
Post Frequency refers to how often an influencer shares content on their social media platforms or other channels. This includes both organic posts and sponsored content. It's typically measured in posts per day, week, or month, depending on the platform and strategy.
Example:
An active athlete influencer will maintain a post frequency of one Instagram post per day, three Instagram stories per day, and two TikTok videos per week.
How can you use it?
Post Frequency is a crucial consideration in athlete influencer marketing for several reasons:
Engagement Optimization: Finding the right balance of post frequency helps maintain high engagement rates without overwhelming followers.
Brand Visibility: Regular posting keeps the athlete and associated brands visible in followers' feeds.
Content Strategy: Post frequency informs the overall content strategy, helping plan the mix of sponsored and organic content.
Platform Algorithm Consideration: Many social media algorithms favor accounts that post consistently, potentially increasing reach.
Audience Expectations: Establishes a routine that followers can anticipate and engage with regularly.
Campaign Planning: Helps brands plan the timing and integration of their sponsored posts within the athlete's regular content schedule.
Performance Analysis: Allows for testing different posting frequencies to determine what works best for engagement and conversions.
Authenticity Balance: Ensures sponsored content doesn't overwhelm organic posts, maintaining the athlete's authentic voice.
In practice, post frequency in athlete influencer marketing might look like this:
A professional tennis player partners with a sports apparel brand. They agree on a post frequency that includes:
One sponsored Instagram post per week featuring the brand's products
Three organic posts per week showcasing training, matches, or personal life
Daily Instagram stories, with two per week highlighting the brand
One YouTube video per month, with brand integration
This schedule ensures regular brand visibility without oversaturating the athlete's feed with sponsored content. The athlete and brand might adjust this frequency based on performance metrics, upcoming events (like tournaments), or changes in marketing strategy.