Stop Posting Just to Post: A Smarter Social Media Strategy for LGBTQ+ Brands

This past Friday, I was going over the social media stats report with one of my new clients. They were excited that they had posted more that week, but by the end of the week, they were not getting nearly the engagement they got the week before. I was happy some of what I was sharing was connecting with them, but also sent them my social media course as a reminder of best practices in social media.

Let’s face it, social media can feel like a never-ending treadmill. You’re told to post daily, chase trends, and “stay relevant.” But what if that hustle is actually hurting your brand more than helping?

At Left of Str8 Media and Consulting, we believe LGBTQ+ business owners deserve more than generic advice. You need a strategy that amplifies your voice, not drowns it in noise.

Think of your social media presence like a well-tuned radio station. When the signal is strong and the message is clear, people tune in. But if you’re broadcasting static 24/7, listeners will quickly change the channel.

In this post, you’ll learn:

Why quality trumps quantity in social media posting
How to avoid the pitfalls of over-posting
What to look for in a social media manager or consultant
Tips for finding and amplifying your unique brand voice
Best practices for content scheduling and optimal posting times

1. Quality Over Quantity: The Power of Purposeful Posting

Imagine walking into a party where someone talks nonstop without saying anything meaningful. That’s what over-posting on social media feels like to your audience.

Studies show that posting too frequently can lead to decreased engagement. For example, on Instagram, posting 3-5 times per week for reels, carousel and static posts are recommended to maintain an active presence without overwhelming your audience. However, you can post stories up to 3 times a day, without that same risk.

Hot Tip: Focus on creating high-quality content that resonates with your audience. Use analytics to determine what types of posts perform best and adjust your strategy accordingly. Try posting higher quality content, but less frequently next week and compare your stats at weeks end to the week before. I think you will be surprised.

2. The Dangers of Overposting: Less Can Be More

Over-posting can lead to audience fatigue, decreased engagement, and even unfollows. It’s essential to strike a balance between staying visible and not overwhelming your followers. If your name keeps coming up while followers are "doom scrolling," they will simply pass on over your content quickly, unless you give them something that stops them in their tracks. Buffer suggests that for platforms like Facebook, posting once per day is optimal. This frequency keeps your audience engaged without bombarding them with content.

Hot Tip: Be sure to include a post that encourages engagement from your followers each week, be it a poll, a link that you can measure, or a call to action. Then measure and compare to post that is just a promotion for your brand.

3. Finding Your Voice: Authenticity in Branding

Your brand voice is the unique personality and emotion infused into your communications. I mention at least once a week in my blogs, that for LGBTQ+ businesses, authenticity is not just a buzzword, it’s a necessity. Sprout Social recommends identifying your audience and personas to tailor your tone and content effectively. This approach ensures your messaging resonates with your target demographic. Even if you have nailed creating different persona's for your brand, be sure to mix em up, and don't over-post each competing persona against one another.

Hot Tip: Create a brand voice chart that outlines your brand’s personality traits, tone, and language. This tool helps maintain consistency across all platforms. Then bring each of those voices into your weekly posting chart, to make sure you don't over-post for the week

4. Hiring the Right Social Media Manager: What to Look For

A great social media manager does more than schedule posts. In fact, at Left of Str8 Consulting, we only do that when our clients are overwhelmed. We understand your brand, and teach you how to engage with your audience, and adapt to changing trends. What's the old saying, "If I GIVE you a fish (post for you), you eat for the day, but if I TEACH you how to fish (when, what, where and how to post), you'll always have food/content."

Look for professionals who can:

Develop a cohesive content strategy
Analyze performance metrics to optimize content
Engage authentically with your audience
Stay updated on platform algorithms and trends

Hot Tip: During the interviewing/hiring process of a business consultant, marketing consultant, social media manager, etc, ask candidates to provide examples of past campaigns and discuss how they measure success.

5. Amplifying Your Voice: Strategies for Greater Reach

To amplify your brand voice:

Collaborate with influencers who align with your brand values
Utilize user-generated content to build community
Engage in social listening to understand your audience’s needs

Deloitte’s research indicates that social-first brands, those that prioritize social media engagement, experience a 10.2% annual revenue increase.

Hot Tip: Schedule twice as much time in Engaging on social media than actually Posting on social media. Encourage your audience to share their experiences with your brand using a unique hashtag. Did you know you can register hashtags? This strategy increases visibility and fosters community.

6. Content Scheduling: Timing Is Everything

Posting at the right time can significantly impact engagement. Sprout Social’s data suggests that the best times to post on social media are generally Mondays through Thursdays between 10 a.m. and 1 p.m. EST. Enjoy your weekend and let your followers enjoy theirs. You know I advocate for taking breaks and time off from social media and you can train your audience that Fridays, Saturdays and/or Sundays is YOU time and you will be engaging with them, but not posting as much. Of course if you are promoting an event for one of those days, then you need to take that into consideration.

Hot Tip: There seems to be a new scheduling tool, like Buffer, Metricool, or first gens like Hootsuite, with offers every day to plan your content calendar and ensure consistent posting during peak engagement times. Talk with your Social Media Manager or Consultant on their best recommendations for your specific content.

7. Left of Str8 Media and Consulting: Our Philosophy

At Left of Str8 Media and Consulting, we believe in empowering LGBTQ+ businesses to find and amplify their unique voices. Our approach includes:

Personalized content strategies
Authentic audience engagement
Data-driven decision-making
Community and Home Study Courses

We understand that your brand is more than just a logo, it’s a story waiting to be told.

Hot Tip: Partner with consultants who prioritize understanding your brand’s mission and values to create a more authentic and effective social media presence. Be sure you are getting weekly or monthly engagement statistics, and understanding how to read them.

Wrapping It All Up

In the ever-evolving landscape of social media, intentionality and authenticity are your greatest assets. By focusing on quality content, understanding your audience, and partnering with the right professionals, you can create a social media presence that truly resonates.

Remember, it’s not about being everywhere, it’s about being where it matters most, with a message that speaks volumes. Let Left of Str8 Media and Consulting help you turn up the volume on your brand’s unique voice. Small Group Zoom Courses for Social Media are starting again soon, and individual Home Study courses are available as well. Watch this space.