New!Schedule Threads!Threads scheduling has arrived!Threads scheduling has arrived on Buffer! Find your community now.Threads scheduling has arrived on Buffer! Find your community and keep the conversation going.Learn more

Ask the Buffer Team: What If I Don’t Have Anything to Share on Social Media?

Running out of new content ideas is a common pain point. If you’re stumped on what to post, read on for some pointers from Buffer’s Audience Marketer on overcoming that mental block and getting creative with new, engaging content.

Dec 13, 2021 4 min readFlow
Photo of Sophie Gil
Sophie Gil

Senior Growth Marketing Manager @ Buffer

Q: Help! I’m usually good at regularly posting to my company’s social accounts every day, but sometimes I’m at a total loss. Is it better to skip a day, or to post something just to stay on schedule?

The task of coming up with new, engaging content on a regular basis can make social media daunting—we know. Even if you have a solid social media strategy in place, you might still get stumped on what to share from time to time and be tempted to forgo that schedule you set out for yourself.

Running out of new content ideas is a common pain point, whether you’re just starting to share your brand on social media or you’re a seasoned pro. Here are a few tactics I recommend for overcoming that mental block.

1. Remember That Consistency Is Key

First thing’s first: I do suggest sticking to a consistent schedule of posts. By posting regularly, your brand will stay top of mind with your audience. Over time, they’ll even start to expect posts from you, which can lead to higher engagement. Not to mention, posting at a regular cadence will help you stay in the habit of creating content.

That said, a consistent schedule looks different for everyone. Some brands post three times per week, while others post three times per day. What’s right for you depends on many factors, including your audience, its size, and what your followers are looking for.

Each platform offers its recommendations for the best days and times to post, but typically, those are incredibly broad. Instead, seek to learn what works best for your specific audience.

Here’s how: Pick a platform, then post three times per week for an entire month. Then, up that to seven times per week for the next month, and 14 times for the month after that.

Three months of data will allow you to gather insight via Buffer’s analytics dashboard. Check out the “Answers” tab, and you’ll be able to see when, what, and how often to post to maximize your reach and engagement.

Buffer’s analytics dashboard can show you exactly when, and how often, to post.

If you saw higher engagement during one month over another, commit to that cadence going forward. Continue to monitor your stats month over month to see what dates, times, and posting schedules work best. One last thing to keep in mind, though: Brands should strike a balance between being consistently informative and being annoying. If you’re seeing any decline in your numbers after upping your posting schedule, consider pulling back.

When you feel more confident about the best approach for your audience, it can inspire you to stick to your posting schedule and give them the content they’ve come to expect.

2. Think Big(ger)

You know you have to post a certain number of times each week, but how do you come up with new content?

Some weeks, this will be simple: You had a big product announcement, you wrote a new blog post, you saw a meme you just had to recreate. Other weeks, you’ll be staring at a blinking cursor on a Monday morning, wondering what to share.

But, instead of closing the tab and not sharing at all, push yourself to think outside the box.

If, for example, you published a blog post last week and shared it with a link and a caption, think about how you might reshare it differently. Create a short graphic that pulls key data from the post, or pull out a favorite quote and make a visual. Canva is a great tool to create engaging graphics (and Buffer’s integration with Canva makes it incredibly easy).

We recently launched a new version of our social media calendar. To share the news again, but in a different way, we created a visual quote from our Product Manager.

It can be helpful to see what other people are posting, too, or if anything relevant is trending. If a news story broke that will have an impact on your industry, share your thoughts. If it’s International Coffee Day and you sell alternatives to milk, create a graphic that ties the two of them together.

In the month of October, everyone’s talking about scary movies. Snack brand Partake Foods jumped on the trend by creating pairings between film favorites and their treats.

Also look at your best-performing posts to see what topics your audience enjoys, then make use of each platform’s different features to test out new content along those themes. Try carousels on Instagram’s feed, or use the engagement tools in Stories. Go live on Facebook, or write a LinkedIn article. You might discover that your audience engages more with a different kind of post, and you would never have known that if you didn’t push yourself to try something new.

Bonus: Buffer’s Head of PR, Hailley Griffis, offers even more ideas for consistently coming up with new content in this article.

3. Create a Backlog

As you continue to brainstorm content ideas, create a running list of things you like and want to test. These aren’t action items you need to do something about right away. Instead, they’ll offer inspiration the next time you’re stuck for something to post.

Create a saved folder on Instagram of things you’ve seen other brands do, take screenshots of Facebook posts you like, or pull links from LinkedIn that you’d like to emulate. These will be great thought-starters and reminders of how to push yourself the next time you need it.

Creating content can feel like a monumental task, for small businesses and massive influencers alike. The next time you feel stuck, use it as a growth opportunity. Push yourself to stick to your cadence, brainstorm something new and different to share, and then see how your audience reacts. You just might be onto something.

Need some help planning your content? Check out our recent post on “How to Save Time Planning and Creating Social Media Content.”

Have a question you'd like us to answer? Send us a tweet and use #AskTheBufferTeam.

Brought to you by

Try Buffer for free

140,000+ small businesses like yours use Buffer to build their brand on social media every month

Get started now

Related Articles

view of a man's hands typing on a macbook laptop with the screen showing graphs from a free seo tool
Content MarketingJul 18, 2024
28 Simple, Free SEO Tools to Boost Your Search Rankings in 2024

Check out our list of the best free SEO tools that can boost your organic rankings on Google and Bing and can lead to immediate gains in your marketing today.

An image of several magnetic pink letters strewn out over a white table to indicate the creation of power words.
Power Words: 150+ Words to Drive More Clicks and Conversions on Social Media

No gatekeeping here: Create posts and captions that turn viewers into followers and followers into customers with this list of over 150 power words, with examples of how to use them.

Crowed rows of concrete buildings and apartments to illustrate Reddit communities
How to Use Reddit: A Beginner’s Guide for Marketers + Creators

How to get started on Reddit as a marketer, business owner, or creator to expand your brand's reach — and why you should.

140,000+ people like you use Buffer to build their brand on social media every month