The challenge of consistently creating engaging social media content can be daunting. The big question is: should you manage your social media content in-house or outsource it to professionals? Both approaches offer unique benefits. Let’s explore these options, supported by data and with counterpoints to consider.
The Benefits of Creating Social Media Content In-House
1. Deep Understanding of Your Brand and Audience
Chances are, you know your audience better than an outsourced agency. When you create your own content, you have an intimate understanding of your brand’s values, products, and audience.
According to the Content Marketing Institute, 77% of the most successful content marketers believe that understanding their audience's needs is the key to effective content creation.
Doing your own content gives you immediate feedback as to what works and what doesn’t, as long as you’re paying attention to it.
Rebuttal: While you may better understand your audience, social media is also about strategy. Learning about social media can be daunting for business owners.
Also, many business owners don’t understand their audience as well as they think. Hiring an external party will ask the right questions to align your brand, business goals, and target audience. They may not know your clients intimately as you do, but they will do research to understand your target audience to get in front of them with the right content.
2. Establishing Your Team as the Face of the Brand
Social media thrives on authenticity and connection. When you produce content in-house, you have the opportunity to showcase the people behind the brand—your team members. This humanizes your brand and builds trust with your audience.
Sprinklr found that 86% of consumers prefer an authentic and honest brand personality on social media.
Having your face in your content is a game changer. It increases trust with your audience. You can do this with in-house creators and outsourced agencies.
Rebuttal: Although in-house teams can showcase authenticity, consistency can become a challenge, especially during busy times or staff turnover. External agencies provide continuity and consistency, ensuring your brand's presence remains strong during internal changes.
3. Learning Through Trial and Error
Social media is an ever-evolving space. By managing content in-house, your team can experiment with different formats, styles, and messages to see what resonates best with your audience. This hands-on experience helps you refine your strategy over time.
Hootsuite reports that brands that continuously experiment with their social media content see 30% higher engagement rates. The ability to test, learn, and adapt quickly is a significant advantage of keeping content creation in-house.
Rebuttal: Experimentation can be time-consuming and costly, especially if your in-house team lacks experience with social media analytics and trends. Outsourcing to an agency specializing in social media can accelerate learning curves and reduce the risks of trial and error.
The Benefits of Outsourcing Social Media Content Creation
1. Reclaiming Valuable Time
Creating consistent, high-quality social media content is time-consuming. Outsourcing this task allows you and your team to focus on other core aspects of your business.
Rebuttal: While outsourcing can save time, it may lead to a disconnect between your brand and the content created. Without daily involvement, the content might lack the personal touch or intimate knowledge that only an in-house team can provide.
2. Cost-Effective Access to a Team of Social Media Experts
Outsourcing your social media content often provides you with access to a team of experts, including writers, graphic designers, and social media strategists. This diverse skill set is typically more cost-effective than hiring a full-time, in-house team.
According to Genius, companies save an average of $87,012 per year by outsourcing. Outsourcing offers cost savings with access to a broader range of expertise. In some cases, you can leverage an entire team of specialists for the price of one employee.
Rebuttal: Although outsourcing can be cost-effective, it can sometimes lead to higher overall costs if not managed carefully. Hidden fees, revisions, or additional services can add up. Moreover, an in-house team, though potentially more expensive, may offer greater control and quicker turnaround times.
3. Ensuring Content Consistency
When social media content is managed in-house, it can sometimes be deprioritized in favor of other business needs. Outsourcing ensures that your social media channels remain active and engaging, as dedicated professionals are responsible for content creation and scheduling.
According to Forbes, content marketing increases lead generation according to 74% of companies, highlighting the importance of remaining consistent.
Rebuttal: While outsourcing can ensure consistency, it can sometimes result in a lack of brand voice alignment. External teams may not capture the nuances of your brand’s tone and messaging as effectively as an in-house team that lives and breathes your brand every day.
Conclusion: Which Approach Suits Your Social Media Strategy?
Deciding whether to manage your social media content in-house or outsource it depends on your business’s unique circumstances. In-house management offers the advantages of deep brand alignment, authentic representation, and hands-on learning.
On the other hand, outsourcing provides time efficiency and cost savings and ensures that your social media presence is always a priority.
For many businesses, a blended approach can be the most effective—strategically creating core content in-house while outsourcing routine tasks to maintain consistency.
By carefully evaluating the pros and cons of each approach, you can develop a social media strategy that aligns with your brand’s goals and resonates with your audience.
Thoughts?
MarketingBound.com powers this newsletter. We do social media for high-ticket offers. We’re giving all our secrets away so you can do it yourself. If you don't want to do it yourself, we’re always here to help.
Comentários