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In the ever-evolving landscape of social media, businesses and marketers are constantly seeking ways to optimize their online presence. Social media scheduling platforms like Hootsuite and Loomly have become invaluable tools for managing content calendars efficiently. However, there’s a lingering concern among marketers about the impact of these scheduling tools on the organic reach of their posts.

Debunking the Myth

There is no data to support that a Facebook or LinkedIn post scheduled through a platform like Hootsuite has less or more reach than if that post was shared natively through the social media platform. Major social media platforms treat scheduled posts similarly to native posts, ensuring that the algorithms do not penalize or favor either approach. The key takeaway is that the choice of scheduling tools does not inherently influence the visibility of your content.

While the mere use of a social media scheduling platform will not influence your post’s organic reach, there are some content limitations to those scheduling tools that can hinder your brand’s full potential on platforms like Facebook and Instagram. Let’s explore the pros and cons of using third party tools to scheduling your social media content.

Pros of Social Media Scheduling Platforms

Efficiency and Time Management: Social media scheduling tools allow you to plan and organize your content calendars in advance. This not only saves time but also ensures a consistent posting schedule, a crucial factor in maintaining audience engagement.

Analytics and Performance Tracking: Many scheduling platforms provide analytics features, offering valuable insights into post performance. Marketers can track engagement metrics, click-through rates, and audience demographics, allowing for data-driven adjustments to content strategy.

Cons of Social Media Scheduling Platforms

Tagging Limitations: Certain scheduling tools may not support features like tagging other businesses or individuals in posts. This limitation can affect your ability to cross-promote content or foster collaborations, potentially impacting engagement.

Certain Content Not Supported: Most third-party scheduling tools don’t offer the ability to post the full range of content types. For example, you may not be able to schedule a poll on LinkedIn, or a story on Facebook or Instagram. And those are two content types that typically have very high engagement.

A Blended Approach is Best

Alternate between scheduled and native posts to maintain a balance. This approach allows you to leverage the efficiency of scheduling tools while capitalizing on the full range of features offered by native posting.

Stay informed about updates on both social media platforms and scheduling tools. As these platforms evolve, new features and capabilities may address some of the current limitations.

Our digital marketing team is here to help you navigate the murky waters of social media marketing. While we specialize in extending your brand’s reach and revenue through paid advertising on social, we’re always happy to lend best practice advice on your organic social media strategy.

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Beth is our VP of Digital Marketing Strategy who, besides drinking a ridiculous amount of coffee, helps clients generate more business. Whether they’ve partnered with Proximity Marketing for a decade or just joined the family, Beth helps clients achieve success and achieve measurable results.

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