How much social media … is too much social media? On the business side at least.
I was asked this at an industry event the other day. A VC that was a SaaStr fan had started to blog and had seen some good results, but was worried he was overdoing it.
I’m not an expert — at all. But I’ve learned a lot with almost 10,000 blog posts and 1m total social media followers over the years.
Here are my lay learnings. Experts may differ, but I think they are directionally correct:
#1. You Probably Can’t Have Too Much Truly Great Content. If It’s Truly Great.
Most people won’t see this post. Or that tweet. Or watch that video. So if you really can produce 2-3 amazing pieces of content a day that truly add value, I think that works.
Harry Stebbings does 3 podcasts a week. Acquired does 1 a month. Both do incredible work. Both paces work.
#2. Folks All Learn Differently — And On Different Media and Via Different Channels
I stood outside SaaStr Annual this year and talked to the first 150-200 folks that walked in. What I heard from them was so varied. “I love the podcast!” “I’ve been reading the blog since 2015!” “I loved your LinkedIn posts!” “Your YouTube is so great, I learn so much from it.”
So if you can, it’s good to be on as many channels as possible. At least if the quality is high.
#3. The ROI of Low Quality Content is Low. At Least That’s What Our Data Suggested.
Should you put content literally on AI autopilot? Or outsource it? Maybe. What I can tell you is the best SaaStr Annual sessions performs 50x-100x better than the mediocre ones that somewhat slip through. I wouldn’t bother. We try to kill every SaaStr session that doesn’t meet our bar. We get it wrong sometimes. And then the data shows … no one wants to watch / listen / read.
So do less, better.
#4. You Have To Do More To Do That Same as Before. At Least For Us.
When SaaStr started, it was just a 5x a week blog and a few answers on Quora. That was really enough to get almost 4,000 to show up to the second SaaStr Annual and drive insane engagement year round. To create a movement.
Fast forward to today, we do:
- 20+ posts a week
- 2 podcasts a week
- 2-3 YouTubes a week
- 4 newsletters a week to 300,000+ folks
- 1 live workshop wednesday a week
- multiple global events
- have 350,000 followers on LinkedIn and 250,000 on X …
all sort of to accomplish the same as we used to with a basic blog 🙂
