Outsourced but Not Out of Touch: Maximizing Your Social Content

Hiring someone to take over your entire social media marketing efforts can be a big expense. Which is why people often choose to outsource the content creation aspect specifically. It’s a great way to utilize professional marketing while maintaining control over posting and engagement in a more cost effective way.  But here’s the kicker—outsourcing isn’t a magic wand. If you copy and paste your contractor’s content, schedule it, and close IG for the next four weeks, you’re not doing yourself any favors and, quite frankly, you’re wasting your money. 

Here’s a few gentle reminders and easy tips to put that content to good use, grow brand recognition, and find your audience. 

Engage, Engage, Engage  

Just because you’ve hired someone to handle your content doesn’t mean you get to ghost your audience. Social media is a two-way street, and platforms like Instagram reward accounts that stay active. When your followers engage—through likes, comments, or DMs—they expect a response. If they’re left hanging, they’ll move on.  Imagine walking into a store to crickets, how long are you going to hang around?

IG also notices everything. Active accounts that reply quickly to comments, use interactive stickers in stories, and keep the conversation going get pushed higher in people’s feeds. So, while your contractor might create the content, it’s still up to you to dive in, interact, and build relationships. 

Stay Active in Stories

As human beings, we crave connection. We feel better when we know the people behind  what we’re buying, especially when it comes to small businesses. Stories are a great way to show the human side of your brand, and they don’t need to be polished or perfect. Got 30 seconds between meetings? Share a behind-the-scenes clip. At a barn event? Post it! These raw moments remind people that there’s a real person behind the account, which builds trust and connection.  

(Keep in mind that spontaneous moments STILL need to be on-brand. Pick a font and stick to it, pick a filter and stick to it, and don’t share anything that doesn’t speak to your target audience)

Check Your Analytics and Communicate Results

I know, you’re SO tired of being told to check your analytics. But it really is true that they can make a huge difference in the success of your social marketing efforts. 

Analytics aren’t just boring data—they’re the roadmap to your audience's heart. It’s essentially free marketing research! Instagram gives you tons of insights on what’s working and what’s not. If a particular post is performing well, let your contractor know! They can take that information and create similar content to keep the momentum going.  

The same goes for content that’s flopping. If something isn’t resonating, that’s valuable info too. While your contractor should be doing market research and creating content that speaks to the right audience, there’s a lot of trial and error involved. Not to mention, social media is always changing and evolving. Clear communication helps everyone stay on track toward the same goal.

(A benefit of handing off social media management is that this is covered!)

Test Posting Times to Find Your Sweet Spot

When it comes to social media, timing matters. Sure, you could stick to a “safe” time like early morning, but what if your audience is more active at night? The truth is, you won’t know until you experiment.  

Try posting at different times—midday, evening, even late at night—and monitor how your audience reacts. Are they more likely to engage on weekends? Are lunch breaks a hot spot for them? Play around with timing until you find what works best.

(This is where repurposing content can come in handy. Repost a week apart at different times and see which one does better!)

Stay. On. Brand. (Please.)

Here’s the thing about branding: It’s all about consistency. No, your posts don’t need to look identical, but they should have a common thread—whether that’s colors, fonts, or an overall vibe. This helps with brand recognition. The goal is for someone to see your post while scrolling and instantly think, “Oh hey, that’s [your brand]!”.

If you’re all over the place with aesthetics and voice, it’ll confuse your audience and dilute your message. Work with your contractor to establish brand guidelines and make sure every piece of content—whether it's a carousel, reel, or story—aligns with that vision. Consistency builds trust, and trust builds business. Simple as that.  

Bonus Tip: Keep the Long Game in Mind 

Outsourcing content creation isn’t about overnight success. It’s about building a sustainable, long-term strategy. Give your content creator the space to try new things and learn what resonates with your audience. Your involvement—whether it’s providing feedback, engaging with followers, or adjusting strategies—will help make the most of their work and drive better results over time.  

It can free up your time, but it’s not a "set-it-and-forget-it" situation. The best results come when you stay involved—engaging with followers, staying active in stories, analyzing what works, testing new strategies, and staying true to your brand.  

Your contractor is your partner, not your replacement. When both of you are on the same page and working toward the same goal, magic happens.