You know what is frustrating?
Radom traffic on highways.
It can make you late, put you in a bad mood, and lead you to say things you would rather not say.
Traffic is frustrating, but unplanned traffic is the worst.
We know at certain times, we will have to adjust, because traffic will be bad. We also know, other times in our day, traffic won’t be bad.
But sometimes, traffic doesn’t live up to its consistency and it ruins our day.
We like consistency.
Knowing what to expect and when to expect it might as well be a given as eating a donut when they are left out on the kitchen counter.
So why would we think we wouldn’t need consistency in our social media marketing?
I get it, life is busy and at times it is hard to keep up.
Other times, it’s hard to have enough content to stay consistent.
Showing up is half the battle.
Can I tell you a story about consistency?
I was working with a client on a pitch for a popular YouTube channel. He was close to being selected to have his own channel on this network and was going to film 8 episodes around himself and his family. It was an amazing opportunity.
At the last minute, the channel pulled funding and didn’t select his pitch to be featured.
We were all disappointed.
But what happened next was the most disappointing.
We didn’t do anything after.
Yes, we missed out on the large network and the film crew. But we also missed out on the opportunity to create.
We never talked about the show again and went back to our regularly scheduled plan, post sporadic content on Facebook.
Fast forward 9 months.
This client has a massive release coming up and we start brainstorming around what we can do.
Everyone agrees we need to get this client in front of people. He’s a great communicator and can gather an audience.
Guess what we pitched? A youtube series.
The sad thing is, we are starting from zero.
Instead of creating this channel 9 months ago when he had no audience, the team now scrambles to try and gather attention in a month for a big release.
Imagine if we went through with the YouTube channel 9 months ago.
We would have an audience, advertising opportunities, and a consistency with our brand.
Consistency is key.
The temptation is to start something, wait for others to show up, and decide on continuing if people pay attention.
But to expect popularity after a month of consistency is crazy. It just won’t happen.
Here is another story…just not as long.
Casey Neistat started a daily Vlog about 3 months ago. Each day he gets about 300K views instantly. It’s amazing.
The temptation is to believe that he started Vlogging and all of a sudden the audience showed up.
But you know what?
Before he started Vlogging he had uploaded over a 1000 videos to youtube and hundreds of snapchat stories.
The temptation is to believe that all you have to do is show up and the audience will be there. The reality is, it could take years before anyone pays attention.
Staying consistent to what you are doing will be the best thing anyone can do.
What does this mean practically?
Pick something you want to get better at and do it consistently for 6 months.
Make a time commitment that hurts a bit and commit to never missing.
After 6 months, if you have not seen the results you wanted, start something different.
My guess, you will discover a ton over these 6 months.
But there is only one way to find out, do the work.