One of the key lessons I’ve learned is the importance of crafting content that stands the test of time. While it’s tempting to create urgent, time-sensitive copy around sales events, product launches, or trending topics, there’s a hidden downside to this approach, especially when it comes to social media algorithms.
In this post, I’ll explain why you should avoid time-sensitive copy, how algorithms play a role in its effectiveness, and offer solutions for creating more durable, engaging content.
(Want to watch a video rather than read the post? Jump to the end).
What is Time-Sensitive Copy?
Time-sensitive copy refers to content that is directly tied to a specific event, date, or timeframe. Whether it’s promoting a flash sale, announcing a one-day discount, or referencing a trending topic, time-sensitive copy often carries a sense of urgency that encourages immediate action.
For example, a post saying “Hurry, 20% off today only!” may drive quick engagement, but once the day is over, it loses all relevance. While this kind of copy can lead to short-term sales or interactions, it can also cause long-term problems for your brand and content strategy.
Why You Should Avoid Time-Sensitive Copy
The primary reason to avoid time-sensitive copy lies in how social media algorithms work. Let’s break down a few key factors:- Algorithmic Limitations: Social media platforms like Facebook, Instagram, and TikTok, use algorithms that prioritise content based on engagement, relevance, and timing. However, these algorithms don’t always distinguish between time-sensitive content and evergreen content. As a result, a post that’s promoting an event or sale after it has ended may continue to circulate, confusing users and potentially harming your credibility.
- Out-of-Context Content: Imagine scrolling through your feed and seeing a post about a Black Friday sale in the middle of March. While the post may have been highly relevant during the sale, it now feels out of place, even misleading. Time-sensitive copy can quickly become irrelevant, and when it’s still shown to users after the event is over, it can cause confusion and negatively impact user experience.
- Short-Lived Engagement: Time-sensitive copy tends to have a very brief window of effectiveness. Once the event or promotion ends, the content quickly loses its value. This means that much of your effort in creating the post is wasted, as the content no longer generates engagement, and may even create a negative impression if it continues circulating after the fact.
Solutions For Avoiding Time-Sensitive Copy
So, how can you create compelling content without falling into the trap of time-sensitive copy? Let me share some solutions that help create more sustainable and impactful messaging.- Focus on Evergreen Content: Evergreen content is content that remains relevant over time. Instead of writing “Last chance to get 50% off this weekend!” try something like, “Save 50% on your next purchase—find out how!” This allows the message to remain relevant whether the promotion is currently active or not.
- Repurpose Time-Sensitive Content: If you have content that’s tied to a specific date, such as a flash sale, think about how you can repurpose it. For example, after the sale is over, you could create a “Highlights from our sale” post that shows off popular items that sold out or explain how successful the event was. This allows you to keep the content fresh and relevant even after the timeframe has passed.
- Use Scarcity Without Time Sensitivity: Scarcity can still be a powerful motivator without tying it to a specific date. Instead of saying “Buy now—limited-time offer,” try something like “Limited stock available—grab yours before it’s gone!” This creates a sense of urgency without relying on time-sensitive language.
- Plan Ahead for Long-Term Engagement: Rather than focusing solely on short bursts of time-sensitive content, develop a content calendar that balances immediate promotions with long-term storytelling. This way, you can nurture your audience over time, while still keeping your posts relevant and aligned with your brand’s core message.
Examples of Negative Effects of Time-Sensitive Copy
Let’s look at some examples of how time-sensitive copy can backfire and cause your content to feel out of context.- Flash Sale Post After the Event: Let’s say you run a flash sale on your website for 24 hours. You create an Instagram post saying, “Hurry! 50% off everything today only!” If this post continues circulating after the sale has ended, followers who see it after the fact will feel confused and frustrated. They may wonder why the offer is still being promoted when it’s no longer available, leading to a negative perception of your brand’s communication.
- Event Announcement Post After the Event: Imagine promoting a live webinar or event with a post saying, “Join us live at 2 pm today!” If someone stumbles upon this post after the event has ended, they might feel disappointed and think they missed something important. This not only damages the user experience but can also make your brand seem less professional if outdated content continues appearing in people’s feeds.
- Seasonal Content That Feels Off-Season: A Christmas promotion posted in January may be too late to make an impact. If the promotion is still visible in February, it could make your brand appear out of touch with the current season, diminishing the credibility of your messaging.
While time-sensitive copy can be highly effective in driving immediate results, it’s crucial to be aware of the long-term effects it can have on your brand’s content strategy. By focusing on evergreen content and repurposing time-sensitive material in creative ways, you can ensure your messages remain relevant, engaging, and effective—no matter when they’re seen.
At Sixtwo Digital, we believe in crafting content that stands the test of time, even as we take advantage of timely opportunities. By avoiding over-reliance on time-sensitive copy, you can build a stronger, more consistent digital presence that resonates with your audience at all times.
Need to speak to us about your digital marketing needs? Get in touch.
Here’s our video explaining all of this…
@sixtwodigital Watch our video to pick up a digital marketing tip in 62 seconds or less. This one is all about time-sensitive copy. All of the social networks have algorithms, meaning they choose, among other things, when they publish your content and who your content is shown to. With this in mind, you need to think about the use of time-sensitive copy in your posts. If you say ‘tomorrow’, will it always refer to the day you meant when you published it? Possibly not, meaning it will be out of context soon after you post. Watch the video to find out what we mean. #socialmediatips #digitalmarketingtipsandtricks #fyp #foryou #foryoupage #irishtiktok #socialmediamarketing #digitalmarketingtips ♬ Night/Chill/Lo-fi03(1417838) – HAKUROU