I started this year managing social media for a midsized local nonprofit that provides services to families. They don’t have a huge budget, and they keep asking me to work on more labor-intensive content and copywriting. So I’m trying to pre-schedule as much social-media content as possible based on assets they already have.
For example, they hire a pro photographer to create a calendar every year with adorable photos of the babies and children they served, with a little blurb from the parents about their experience with the group. So of course I’ve used those photos and stories or quotes as once-a-month scheduled posts. And I will get a fresh batch every year.
Similarly, we have more detailed client impact stories in the annual reports going back several years. I’d like to pull those and pre-schedule them to fill another once-a-month slot, but there aren’t nearly as many available. I can maybe get 8 or 10, and there will be 1-2 new ones coming out each year.
It would be very convenient for me to have them recycle when I get them all posted. But I don’t want it to be too obvious that it’s a loop to the casual observer.
If it makes a difference, our primary audience is older people 50+, and suburban “soccer moms” on Facebook. Our Instagram audience is slowly growing, but it’s only about 1/10th of FB so far.
How long would you think I need to wait before running the same photo and story again? A year? 18 months?