The world of social media is very active and dynamic, so it's easy for any post to get lost in the constant, ongoing flow of posts. This is why the Always On strategy emerged , which consists of maintaining a continuous presence on any social media platform by posting consistently. However, the new trend is Always Drop , which focuses on publishing content in a much more selective and curated way, prioritizing quality over quantity.
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From Always On to Always Drop: the current content strategy for social media
What is Always On and Always Drop?
Always On is a term used in marketing to refer to a continuous and consistent strategy for a brand's communication and presence online, on social media, on websites, etc. That is, it seeks to capture attention through the continuous and consistent publication of content so that special database the audience has a close and lasting relationship with the brand and what it offers. Always Drop , on the other hand, is a quality content strategy. Unlike Always On, Always Drop seeks to publish content at specific times and with a specific quality. In other words, it doesn't seek quantity, but rather the quality that can keep the audience interested and engaged with the brand and its products or services.
Why did Always On become Always Drop?
The Always On strategy has been the one most brands have followed for years to position themselves in search engines and to have a daily and constant presence on social media, where the algorithm demands constant publications and content consumption is frenetic. However, the excess of content has had two main problems: the first is that brands have been unable to keep up and maintain the necessary quality demanded by the public; the second is that consumers have been bombarded with so much content that they no longer value it enough and are saturated. Because of this, many brands have already opted for a strategy based on the Always Drop, which seeks quality over quantity . In this case, the goal is not to disappear from social media and the internet, but to generate quality content regularly, which means slowing down the pace of publications without stopping .
Always Drop allows for the generation of much more strategic content, which can generate a greater impact on the audience. This allows for a much stronger, longer-lasting, and more trustworthy relationship, as it is based on carefully curated, researched, and curated content to create effective digital campaigns.
How to create an Always Drop content strategy for social media
A drop-based marketing strategy should focus on publishing content regularly, but not in a massive or excessive way, always seeking quality and addressing topics that truly interest the audience. To create strategic social media content based on the Always Drop approach, the objectives must be clearly defined . What is the goal of the content? Is it to increase visibility, generate sales, build customer loyalty, etc.? One type of content or another should be created based on what you intend. The next step is to understand your audience or define the profile of the public you want to attract , as this will determine the type of content you create.
Next, you'll need to create a publishing calendar and decide on the publishing frequency , always keeping in mind that you're looking to improve your social media strategy by generating less content and more impact. Furthermore, the content you create should be as diverse as possible . That is, not everything should be, for example, written content, but rather different formats should be used, such as images, videos, reels, etc. With all of the above in mind, the next step would be to maintain the same consistency and quality in your posts , as well as showcase the brand's personality and voice.
And, as with any other marketing strategy, the results should always be analyzed to assess whether changes and adjustments are necessary.
From Quantity to Quality: The Future of Digital Marketing
It 's clear that to stand out on social media in 2025, it's not enough to publish as many posts as possible, as quality becomes more important than quantity . Strategies will focus on offering much more relevant content, focusing more on the target audience than algorithms, and will also seek greater personalization and authenticity. Brands will also seek a much more valuable and lasting connection with their audiences, something that can only be achieved with content that meets their needs and concerns and answers their questions and concerns. In fact, this is the evolution of marketing and the social mindset, which prioritizes valuable content over quantity.
