Social Media Groundhog Day: Why You Should Embrace Repetition

By Kendall Walters

Social

Once a year, all eyes turn to a small furry rodent (and no, I’m not talking about Tiny Hamster eating tiny burritos).

February 2nd is Punxsutawney Phil’s time to shine.

That’s when the infamous Pennsylvania woodchuck emerges from his burrow and eager onlookers watch to see if he’ll spots his shadow. If he does, there’ll be six more weeks of winter. If not, the meteorologically gifted groundhog will predict an early spring.

But despite Punxsutawney Phil’s endearingly fuzzy little face, let’s be honest: if we had to choose our Groundhog Day favorite (and our favorite Phil), it’d be Bill Murray, star of the classic 1993 film of the same title.

If you’re not familiar with it (or if you just need a refresher), Groundhog Day is based on the premise that Murray’s character, TV meteorologist Phil Connors, wakes up and relives the same day—Groundhog Day, in fact—over and over and over again. Everyone else does and says the same things each time Phil heads through the time loop. That is, unless Phil does or says something different…

Phil’s repetitive ordeal may sound like a nightmare, but over time he embraces it and proves why repetition isn’t really such a bad thing.

Social media and the art of repetition

When it comes to social media, there are benefits to embracing repetition, just like in the movie. No, really.

Repetition is, in many ways, utterly essential to a successful social media strategy (and avoiding burnout). This is particularly true of Twitter, where posts tend to have a very short shelf life (bit.ly says Tweets have a half-life of 2.8 hours, Wiselytics puts the time at 24 minutes, and Betaworks says it’s a mere four minutes). In such a short window of opportunity, odds are only a portion of your followers will see any one Tweet.

With that little time to make an impression, it only makes sense to put your message out there more than once. Think about the amount of time and effort you put into the creation of whatever piece of content you’re sharing on Twitter—whether it’s a photo, a video, a blog post, or something else entirely—does it make sense for only a few of your followers to see it?

I didn’t think so.

But (and this is important) that doesn’t mean you should copy-paste your exact message over and over. In fact, Twitter actually considers that behavior spam.

In AdWeek’s SocialTimes, Lauren Dugan makes the argument for why duplicating Tweets is a good strategy and explains how to do it well: “You have to keep your entire audience in mind when duplicating Tweets. Some of them will have seen the first Tweet, and might be turned off if they see an exact copy an hour later. In fact, they might even think it’s spam, and click the dreaded ‘unfollow’ button.”

Lather, rinse, repeat

In the same way that Phil lived each of his repeated days slightly differently, you too can keep your social media repetition from becoming monotonous.

Kissmetrics provides these helpful suggestions for different ways to switch up the content of your messaging when resharing:

  • Post the title of the piece and a link to it
  • Ask a question
  • Share a fact or figure included in your post
  • Use a pull-quote from your piece
  • Write a teaser message
Image via Kissmetrics
Image via Kissmetrics

A key factor to remember when repeating content is to space out repeated shares appropriately for each different network. This can (and should) be dependent upon your followers and how they react to your content.

Kissmetrics suggests more repetition—done so more frequently—for Twitter than for Facebook, for example.

Image via Kissmetrics
Image via Kissmetrics

That brings us back to Groundhog Day. As Phil moves through the movie—repeating February 2 for days, weeks, months, and possibly even years—he begins to test new ways of doing things. He tries different ways of speaking to people and new approaches to wooing the object of his affection (his producer, who, like everyone in the film other than Phil, is caught in the time loop but is unaware of it).

As Phil does in Groundhog Day, it’s time for you to appreciate the benefits of repetition. In terms of your social media strategy, repetition can be a great way for you to test the effectiveness of your Tweets or A/B test headlines, hashtags, images (or GIFs), tone, send times, and different styles of social messaging for optimal impact.

If you’re curious to know a bit more about how Hootsuite implements this strategy, check out our blog post about why we sent a single Tweet 44 times.

Like Phil, it’s time to embrace the repetition.

Social media and the art of repetition

When it comes to social media, there are benefits to embracing repetition, just like in the movie. No, really.

Repetition is, in many ways, utterly essential to a successful social media strategy (and avoiding burnout). This is particularly true of Twitter, where posts tend to have a very short shelf life (bit.ly says Tweets have a half-life of 2.8 hours, Wiselytics puts the time at 24 minutes, and Betaworks says it’s a mere four minutes). In such a short window of opportunity, odds are only a portion of your followers will see any one Tweet.

With that little time to make an impression, it only makes sense to put your message out there more than once. Think about the amount of time and effort you put into the creation of whatever piece of content you’re sharing on Twitter—whether it’s a photo, a video, a blog post, or something else entirely—does it make sense for only a few of your followers to see it?

I didn’t think so.

But (and this is important) that doesn’t mean you should copy-paste your exact message over and over. In fact, Twitter actually considers that behavior spam.

In AdWeek’s SocialTimes, Lauren Dugan makes the argument for why duplicating Tweets is a good strategy and explains how to do it well: “You have to keep your entire audience in mind when duplicating Tweets. Some of them will have seen the first Tweet, and might be turned off if they see an exact copy an hour later. In fact, they might even think it’s spam, and click the dreaded ‘unfollow’ button.”

Lather, rinse, repeat

In the same way that Phil lived each of his repeated days slightly differently, you too can keep your social media repetition from becoming monotonous.

Kissmetrics provides these helpful suggestions for different ways to switch up the content of your messaging when resharing:

  • Post the title of the piece and a link to it
  • Ask a question
  • Share a fact or figure included in your post
  • Use a pull-quote from your piece
  • Write a teaser message
Image via Kissmetrics
Image via Kissmetrics

A key factor to remember when repeating content is to space out repeated shares appropriately for each different network. This can (and should) be dependent upon your followers and how they react to your content.

Kissmetrics suggests more repetition—done so more frequently—for Twitter than for Facebook, for example.

Image via Kissmetrics
Image via Kissmetrics

That brings us back to Groundhog Day. As Phil moves through the movie—repeating February 2 for days, weeks, months, and possibly even years—he begins to test new ways of doing things. He tries different ways of speaking to people and new approaches to wooing the object of his affection (his producer, who, like everyone in the film other than Phil, is caught in the time loop but is unaware of it).

As Phil does in Groundhog Day, it’s time for you to appreciate the benefits of repetition. In terms of your social media strategy, repetition can be a great way for you to test the effectiveness of your Tweets or A/B test headlines, hashtags, images (or GIFs), tone, send times, and different styles of social messaging for optimal impact.

If you’re curious to know a bit more about how Hootsuite implements this strategy, check out our blog post about why we sent a single Tweet 44 times.

Like Phil, it’s time to embrace the repetition.

Social media and the art of repetition

When it comes to social media, there are benefits to embracing repetition, just like in the movie. No, really.

Repetition is, in many ways, utterly essential to a successful social media strategy (and avoiding burnout). This is particularly true of Twitter, where posts tend to have a very short shelf life (bit.ly says Tweets have a half-life of 2.8 hours, Wiselytics puts the time at 24 minutes, and Betaworks says it’s a mere four minutes). In such a short window of opportunity, odds are only a portion of your followers will see any one Tweet.

With that little time to make an impression, it only makes sense to put your message out there more than once. Think about the amount of time and effort you put into the creation of whatever piece of content you’re sharing on Twitter—whether it’s a photo, a video, a blog post, or something else entirely—does it make sense for only a few of your followers to see it?

I didn’t think so.

But (and this is important) that doesn’t mean you should copy-paste your exact message over and over. In fact, Twitter actually considers that behavior spam.

In AdWeek’s SocialTimes, Lauren Dugan makes the argument for why duplicating Tweets is a good strategy and explains how to do it well: “You have to keep your entire audience in mind when duplicating Tweets. Some of them will have seen the first Tweet, and might be turned off if they see an exact copy an hour later. In fact, they might even think it’s spam, and click the dreaded ‘unfollow’ button.”

Lather, rinse, repeat

In the same way that Phil lived each of his repeated days slightly differently, you too can keep your social media repetition from becoming monotonous.

Kissmetrics provides these helpful suggestions for different ways to switch up the content of your messaging when resharing:

  • Post the title of the piece and a link to it
  • Ask a question
  • Share a fact or figure included in your post
  • Use a pull-quote from your piece
  • Write a teaser message
Image via Kissmetrics
Image via Kissmetrics

A key factor to remember when repeating content is to space out repeated shares appropriately for each different network. This can (and should) be dependent upon your followers and how they react to your content.

Kissmetrics suggests more repetition—done so more frequently—for Twitter than for Facebook, for example.

Image via Kissmetrics
Image via Kissmetrics

That brings us back to Groundhog Day. As Phil moves through the movie—repeating February 2 for days, weeks, months, and possibly even years—he begins to test new ways of doing things. He tries different ways of speaking to people and new approaches to wooing the object of his affection (his producer, who, like everyone in the film other than Phil, is caught in the time loop but is unaware of it).

As Phil does in Groundhog Day, it’s time for you to appreciate the benefits of repetition. In terms of your social media strategy, repetition can be a great way for you to test the effectiveness of your Tweets or A/B test headlines, hashtags, images (or GIFs), tone, send times, and different styles of social messaging for optimal impact.

If you’re curious to know a bit more about how Hootsuite implements this strategy, check out our blog post about why we sent a single Tweet 44 times.

Like Phil, it’s time to embrace the repetition.

Social media and the art of repetition

When it comes to social media, there are benefits to embracing repetition, just like in the movie. No, really.

Repetition is, in many ways, utterly essential to a successful social media strategy (and avoiding burnout). This is particularly true of Twitter, where posts tend to have a very short shelf life (bit.ly says Tweets have a half-life of 2.8 hours, Wiselytics puts the time at 24 minutes, and Betaworks says it’s a mere four minutes). In such a short window of opportunity, odds are only a portion of your followers will see any one Tweet.

With that little time to make an impression, it only makes sense to put your message out there more than once. Think about the amount of time and effort you put into the creation of whatever piece of content you’re sharing on Twitter—whether it’s a photo, a video, a blog post, or something else entirely—does it make sense for only a few of your followers to see it?

I didn’t think so.

But (and this is important) that doesn’t mean you should copy-paste your exact message over and over. In fact, Twitter actually considers that behavior spam.

In AdWeek’s SocialTimes, Lauren Dugan makes the argument for why duplicating Tweets is a good strategy and explains how to do it well: “You have to keep your entire audience in mind when duplicating Tweets. Some of them will have seen the first Tweet, and might be turned off if they see an exact copy an hour later. In fact, they might even think it’s spam, and click the dreaded ‘unfollow’ button.”

Lather, rinse, repeat

In the same way that Phil lived each of his repeated days slightly differently, you too can keep your social media repetition from becoming monotonous.

Kissmetrics provides these helpful suggestions for different ways to switch up the content of your messaging when resharing:

  • Post the title of the piece and a link to it
  • Ask a question
  • Share a fact or figure included in your post
  • Use a pull-quote from your piece
  • Write a teaser message
Image via Kissmetrics
Image via Kissmetrics

A key factor to remember when repeating content is to space out repeated shares appropriately for each different network. This can (and should) be dependent upon your followers and how they react to your content.

Kissmetrics suggests more repetition—done so more frequently—for Twitter than for Facebook, for example.

Image via Kissmetrics
Image via Kissmetrics

That brings us back to Groundhog Day. As Phil moves through the movie—repeating February 2 for days, weeks, months, and possibly even years—he begins to test new ways of doing things. He tries different ways of speaking to people and new approaches to wooing the object of his affection (his producer, who, like everyone in the film other than Phil, is caught in the time loop but is unaware of it).

As Phil does in Groundhog Day, it’s time for you to appreciate the benefits of repetition. In terms of your social media strategy, repetition can be a great way for you to test the effectiveness of your Tweets or A/B test headlines, hashtags, images (or GIFs), tone, send times, and different styles of social messaging for optimal impact.

If you’re curious to know a bit more about how Hootsuite implements this strategy, check out our blog post about why we sent a single Tweet 44 times.

Like Phil, it’s time to embrace the repetition.

Social media and the art of repetition

When it comes to social media, there are benefits to embracing repetition, just like in the movie. No, really.

Repetition is, in many ways, utterly essential to a successful social media strategy (and avoiding burnout). This is particularly true of Twitter, where posts tend to have a very short shelf life (bit.ly says Tweets have a half-life of 2.8 hours, Wiselytics puts the time at 24 minutes, and Betaworks says it’s a mere four minutes). In such a short window of opportunity, odds are only a portion of your followers will see any one Tweet.

With that little time to make an impression, it only makes sense to put your message out there more than once. Think about the amount of time and effort you put into the creation of whatever piece of content you’re sharing on Twitter—whether it’s a photo, a video, a blog post, or something else entirely—does it make sense for only a few of your followers to see it?

I didn’t think so.

But (and this is important) that doesn’t mean you should copy-paste your exact message over and over. In fact, Twitter actually considers that behavior spam.

In AdWeek’s SocialTimes, Lauren Dugan makes the argument for why duplicating Tweets is a good strategy and explains how to do it well: “You have to keep your entire audience in mind when duplicating Tweets. Some of them will have seen the first Tweet, and might be turned off if they see an exact copy an hour later. In fact, they might even think it’s spam, and click the dreaded ‘unfollow’ button.”

Lather, rinse, repeat

In the same way that Phil lived each of his repeated days slightly differently, you too can keep your social media repetition from becoming monotonous.

Kissmetrics provides these helpful suggestions for different ways to switch up the content of your messaging when resharing:

  • Post the title of the piece and a link to it
  • Ask a question
  • Share a fact or figure included in your post
  • Use a pull-quote from your piece
  • Write a teaser message
Image via Kissmetrics
Image via Kissmetrics

A key factor to remember when repeating content is to space out repeated shares appropriately for each different network. This can (and should) be dependent upon your followers and how they react to your content.

Kissmetrics suggests more repetition—done so more frequently—for Twitter than for Facebook, for example.

Image via Kissmetrics
Image via Kissmetrics

That brings us back to Groundhog Day. As Phil moves through the movie—repeating February 2 for days, weeks, months, and possibly even years—he begins to test new ways of doing things. He tries different ways of speaking to people and new approaches to wooing the object of his affection (his producer, who, like everyone in the film other than Phil, is caught in the time loop but is unaware of it).

As Phil does in Groundhog Day, it’s time for you to appreciate the benefits of repetition. In terms of your social media strategy, repetition can be a great way for you to test the effectiveness of your Tweets or A/B test headlines, hashtags, images (or GIFs), tone, send times, and different styles of social messaging for optimal impact.

If you’re curious to know a bit more about how Hootsuite implements this strategy, check out our blog post about why we sent a single Tweet 44 times.

Like Phil, it’s time to embrace the repetition.

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