Content flow also depends on the field, platform, and target group. Instagram profiles should be fed with new content at least once a day, whilst social media influencers upload a new video to YouTube on average two to three times per week. Of course, it also depends on how much attention your content requires – how “snackable” it is. If you only post images on Instagram that can be viewed in fractions of a second, you are hardly overloading your followers with several posts per day. If you shoot videos that last several minutes, then don’t overexcite your followers with too many of them, especially not advertising ones. Otherwise, your followers will have difficulty keeping up with your content flow and will drop rather than catch up.
For the right content flow, a target group analysis is also important in addition to sensitivity. Depending on your average follower, you should plan for a wide or narrow attention span. If you have one podcast that is aimed primarily at working people, then your programs should not exceed half an hour if possible – after all, you can assume that your followers will hear your podcast on the way to work or during their lunch break, for example. For this purpose, it is also useful if your podcast appears daily during the week.
Content flow is also often dependent on certain “real life” events and circumstances. Sports blogs are naturally particularly active after sports events, especially on weekends. Influencers on Instagram who specialise in hiking, for example, are more likely to be noticed in summer than in winter. Creativity is particularly important when circumstances make the content flow difficult.
Some fields also require the most compact content possible. Sports bloggers have to formulate their content fast and get to the point quickly, which is why tweets are a particularly popular medium. Because many athletes are in some way influencers themselves on Instagram, this field on the platform is all the more difficult. A professional athlete can also generate interesting content much more easily because they are directly at the source. Competing with the content flow of professionals is likely to be difficult, precisely because the flow of these people has increased significantly in recent years. It has become common for football players to post in Instagram at least after every game. In a fast-moving field like sport, high frequency content is appropriate.