When you start a new blog, there can be a lot of pressure to create corresponding social media accounts on every network available. While it’s always a good idea to reserve these names and spaces for future use, it might not be the best move in terms of promoting your blog.
In the beginning stages, the more sensible move is to promote your blog from within your own social media presences. Here are three reasons to hold off on the branded pages until the moment is right.
1. Promotion begins with family and friends.
There are thousands of new blogs created every day, and many of these have a very personal element. In other words, they’re not offshoots of business pages or company reports—even though they might fit in a certain niche, like fitness or cooking, the content centers around one individual’s experiences within that niche. The obvious place to start gathering readers for a new blog like this is within your own personal networks—you want to get your family and friends reading first. It’s easy enough to reach out to them through your already-established accounts, on which you may have hundreds of friends and followers who are already interested in what you have to say. A branded page has to start from square one, and those friends and family members might not want to follow a separate page along with your personal presence. Sending too many updates might make people lose interest, and that’s the last thing you want for a new blog.
2. Branded pages are more difficult to maintain.
We all know how easy it is to update and maintain our own personal accounts on sites like Facebook, Twitter, and Pinterest. We already have a steady stream of content there. A branded page needs a similar amount of investment to entice readers, and you may find that there’s not enough time in the day to keep posting fresh content on both accounts while making sure that each account has a separate “feel.” This also goes back to the first point: the people who are likely to be your first readers (friends and family) will already be following you on different social media outlets, and they won’t want a flood of duplicate content. At first, it makes more sense to promote your content with fresh, witty framing on your personal account—that way, you don’t have to think of two different frames for each post or worry that you’re spamming your friends’ news feeds. (And let’s not forget about Facebook’s constantly changing algorithm—your content may be much more likely to be viewed if you post it from your personal account.)
3. If your blog’s presence isn’t separate from your identity, its social media connections shouldn’t be, either.
Many bloggers have big dreams for their websites—top Google page rankings, hundreds of visitors a day, a lively and varied comment section—and those dreams shouldn’t be overlooked. However, take a good look at the purpose of your blog. It’s likely an extension of yourself, with your experiences at the forefront. That’s perfectly OK, but this kind of blog doesn’t necessarily need a separate presence on social media. Friends, family members, and acquaintances will naturally spread the word if your content is top-notch, so let them do that for you—there’s no need to start from the ground up with a branded page if your content is also personal.
Of course, there may come a time when your new blog outgrows your personal presence. If one day you find that the audience has expanded so far beyond your circle of connections that you wouldn’t feel comfortable friending new readers, then it’s time to start or unveil branded accounts for your blog on sites like Facebook and Twitter. Until then, new bloggers will likely find that their “inner circle” is bigger than they might have thought—and it’s just the right place to begin blog promotion.