If you work too many late nights and long hours, you’re going to get sick of your job and lose both motivation and momentum. If you see the same commercial on TV at every break, with the same dumb lines and the same boring imagery, you’re going to get sick of seeing it and you might grow resentful of the company behind it. Fatigue, both physical and mental, can ruin an otherwise valuable relationship. If your followers and readers start suffering from a similar kind of fatigue from your brand messages and ongoing content, the effects on your bottom line could be catastrophic.
It’s important to identify brand fatigue before it sets in too deeply, and take corrective action so your brand stays fresh and interesting in your potential customers’ minds.
If your customers aren’t tired of seeing your brand, there isn’t necessarily a problem. If they’re still engaging with you regularly and thrilled to see your material, there isn’t a reason to pursue a massive overhaul.
That being said, if brand fatigue is setting in, the earlier you catch it, the better. It’s far easier to reclaim an audience that’s starting to lose interest in your posts than an audience who is actively annoyed by your content. Keep a close eye on the following metrics:
If you notice a significant drop in any of these metrics and all other factors of your campaign are relatively consistent, it could be evidence of brand fatigue. A drop over the course of a week isn’t typically an accurate representation of a shift in user perspective, but if you notice it over a month, it could be time to take action.
Fatigue is a direct result of one thing: excessive repetition. If you jog outside, mile after mile, your body will grow weak and exhausted. If you listen to the same pop song on the radio every morning, day in and day out, it’s eventually going to become annoying. If repetition is the root cause of all fatigue, what you need to find in your content and social strategy is some form of repetition that is wearing on your audience’s minds.
These are a few examples of repetition that can grow tiresome over an extended period of time:
As a general rule, the more diversified you can be in all these categories, the better. In your follow-up, address the repetition by introducing new forms of content. Don’t be afraid to experiment—if one strategy doesn’t work, all you have to do is remove it and start again with something new.
Brand fatigue isn’t necessarily reflective of a problem with your content marketing or social media campaign; it could merely be the result of a lack of change or differentiation. If there’s a certain pizza place you love, and you start eating that pizza every night, you’ll eventually get tired of it and want a change; there’s nothing wrong with the pizza itself, but after a while, you need some variety. Keep this in mind when you adjust your strategy; keep what makes your brand special, but add enough variety to keep your customers interested.