Should You Keep Posting if Your MedTech Social Content Isn't Hitting its KPIs?
Is there value in posting on Social Media if the content isn't meeting its performance goals (KPIs)?
Digital marketers are driven by data, but data that’s misinterpreted leads to the wrong conclusions.
Standard KPIs tell us how many people clicked or engaged, and further analysis helps us understand the why—looking at timing, creative, and audience behavior. However, the goal of this analysis isn't to decide whether to 'post or not' on a channel; it's to optimize every touchpoint to ensure it meets your brand’s long-term goals.
However, we live in an AI-driven world now, where the value of social media posting extends beyond engagement-- the value is in the Social SEO and AI Search Visibility. Put simply: frequent, high-quality posting provides the continuous data AI needs to index your brand faster i.e. understand what your product/brand is about to show your website in the searches relevant to your target audience, and to establish the topical authority.
Key Takeaway? Marketing is not about a single channel, it’s an ecosystem [of interconnected channels]: Your social media feeds your SEO, your SEO builds your authority, and your authority shortens your sales cycle.
How your social media impacts your SEO
Looking for a social media strategy that prioritizes Social SEO? We help MedTech brands create optimized content that ranks and resonates. Schedule your strategy session.
For those who like to explore further:
What is Social SEO?
Social SEO follows the same logic as website SEO, but with social SEO you optimize your content to appear not only in Google Search (or other search engines) but also within social platforms.
AI Tools (ChatGPT, Perplexity, Gemini) scan social platforms to learn more about your brand and what content you post about to properly index the page (so it can be displayed in the relevant search results). And if you post often, you give AI fresh content to pull regularly to ensure your brand/product website is displayed in the right search results.
What is Topical Authority?
Topical Authority is equivalent to “thought-leadership” but for your brand’s social content.
When you frequently post high quality content that is engaging to the audience, you build and authority in the topic area, i.e. within your product’s domain — either it is a therapy, disease management, etc. This signals to AI that you are an expert, and your content needs to be pulled up ahead of others.
What is Trust?
When you post high-quality content that’s engaging to the users – people like, share, and comment on your content – it signals AI that it can trust your brand, because others have already “vetted” you through social interaction - think of it as third-party approval of your expertise.
Topical Authority and Trust together improve your ranking.
Pro-tip: Avoid posting for the sake of posting as low-quality content will be treated as noise, i.e. AI won’t be sure how to index you or rank you, and it can hurt your authority.
Final Takeaway?
Yes, you should continue posting on social media channels even if your content underperforms on KPIs because you build social SEO, topical authority and trust to signal search engines to pull up your brand/product website in the relevant searches.