If there is one thing social media marketing is renowned for throwing our way, its oxymorons.
Many of these relate to the aesthetic. Most notably, that long-running, conflicting pressure to turn out unfiltered images, that are also visually ‘on point’!
Less obvious, however, are those more strategic paradoxes. The same ones that are responsible for many a content creator’s behind-the-scenes challenges.
Take, for example, that somewhat confusing interplay between spontaneity...and planning.
In other words...random, off-the-cuff posts, verses pre-organised and scheduled captions and images.
The very idea of the former, seems on the face of it, at odds with the disciplined social media culture we’ve come to know and accept.
As anyone partial to going ‘off list’ will firmly attest, however, a bit of sporadic randomness sometimes doesn’t go amiss in a strong overall content effort.
The reason why, comes back mainly to the attention-grabbing power of the unexpected, and of doing something novel... but still on brief (and brand).
Recognising WHEN exactly to put the editorial calandar aside, to make room for this kind of creative, is a skill In itself.
Often, instinct leads the way, but sometimes, spontaneity is news- and events-led. For this reason, it involves keeping a constant ear to the ground (‘social listening’)for emerging stories and trends.
It might be something novel and trending, or responsive to an unexpected turn of events.
One of the down-sides of having to factor spontaneity into a social strategy, is that it breeds the kind of always-on culture we’re being widely encouraged against.
That said.. there are positives to be taken from opting to ad-lib on social content, on occasion.
Among these, are that it gives rise to greater creativity, while also honing mental flexibility and sharpness. Yes planning is important, but by NOT following a plan, we’re forced into a ‘discomfort zone’ which can then be used to leverage growth for ourselves... and our brands.