What the Network Hiatus Can Teach Us About Post Frequency
As a viewer, I hate it when shows go on hiatus – that 6-month, 12-month, sometimes even 15-month break in programming in my favorite shows. That time that is needed for good stories to form in writers’ minds, for actors to further develop their characters and for plot lines to mature. Can’t you all just work all day every day and be creative at the drop of a hat to meet my entertainment binging needs!?
AS A VIEWER, I HATE IT. AS A MARKETER, IT GIVES ME HOPE.
Every day that goes by and my season premiere has not been released (not even an “accidental” leak online, come on people!) makes me want it even more. It makes me think about the show without the show even asking me to think about it. Then that thinking about it makes me talk about it to others. And those others who also long for the show get their deep dark guilty pleasures validated and start gushing just the same: “what do you think is going to happen to…” And then we do this and that and all of it without a show doing anything at all. All this because it didn’t do anything at all.
A GOOD EPISODE MAKES ME WANT TO WATCH THE NEXT EPISODE; A GOOD SHOW MAKES ME WANT TO BUY THE ENTIRE BOX SET.
If I had a show to watch every week, I would still be talking about it, thinking about it, but I would be talking and thinking about an episode, not necessarily the show. A good episode makes me want to watch the next episode; a good show makes me want to buy the entire box set.
As a viewer, the hiatus gives me mixed feelings, but as a digital marketer, it gives me hope. Hope for the longevity of good content – content that takes times to create, and content that is worth the time is takes to create. The current state of social marketing tells us to make sure people see something from us every day, every hour, and, if you can do it by the minute, set your timer. What that “something” is that is being posted and shared has become less important than the frequency it is being put up, published, pushed live.
This is where we should remember the hiatus.
The key is to start with a good thing, whatever that thing may be. This doesn’t work without that good thing. Then, as the old adage says, “time apart makes the heart grow fonder.” Give ‘em time to miss you. And in that time, make the best content you can. Just because you are not publishing, doesn’t mean you are not creating.
REMINDING SOMEONE THAT YOU HAVE A GOOD THING IS ESSENTIAL TO BRAND BUILDING; GIVING PEOPLE A CHANCE TO REMIND THEMSELVES IS EVEN BETTER.
This isn’t to say not to post every day, or make your brand available in some way every day. It’s more to say, go for quality and not quantity. We hear that all the time, but how often do we listen? How often do we give ourselves permission to do more with less? If you can push out life-changing content every day, by all means. But chances are you can’t. Chances are you are wasting your time creating content for clicks because that is what we can report on. But then what you created, that story you told, is only worth its weight in clicks because it’s not worth a return visit, or even a share.
Instead create great content and take the time necessary to do it. If it is as good as you think it is, your followers will appreciate you for it. If it is not as good, then that’s a whole other problem.
JUST DON'T LET TOO MUCH TIME PASS THAT PEOPLE FORGET THEY WANT YOUR GOOD THING.