When it comes to online content, you’re either part of the problem or part of the solution. From cluttered News Feeds to overflowing inboxes, we’re all inundated with more content than we can possible consume — and it’s only fair that companies that contribute to the problem pay a price.
On social media, the cost is calculated in decreased exposure, lower engagement and increased ill will as people unfollow you; in email, when they opt out or unsubscribe. And, as this Hubspot infographic shows, it happens more often than you might think:
While there are distinct differences between the various social networks and email, the primary reasons consumers give for unfollowing and unsubscribing are quite similar across channels: too many posts/emails, boring or repetitive content and a desire to cut down on clutter. Doctors who avoid the first two help facilitate the latter, further enhancing the odds that their messages will continue to be received and appreciated.
Aesthetic consumers like doctors who respect their time, inboxes and privacy
The major social networks present a double-edged sword for aesthetic professionals. On the one hand, aesthetic consumers expect doctors to be active on social media; on the other, many are hesitant about liking or following them on Facebook, etc., because they don’t want to broadcast their interest to others. In that regard, wasting any followers’ time with excessive updates and boring content takes on outsized significance so it’s doubly important to determine whether your content delivers actual value before posting it. Email, of course, avoids the public-private dilemma but the underlying rule still applies: If you’re part of the information-overload problem, dissatisfied recipients know how to solve it.