HubSpot’s Dan Zarrella has studied this. This comes as no surprise considering his moniker as the “Social Media Scientist”. What he found is something he calls “Contra Competitive Timing”. Zarrella likens this phenomenon to being at a party.
It’s like when you’re at a noisy party and it’s hard to hear the person talking to you 2 feet away, but suddenly you say something awkward and the room quiets down. Now everyone can hear you. The same is true with the internet. When there is less other noise to compete with (ie fewer Tweets, emails, blog posts, etc) your content can gain attention more easily.
Seems pretty common sensical, right? The real trouble is that people are likely to fear that their message won’t be heard by the most people when the reality is that when you yell at the same time as everyone else your voice may not be heard at all.
Here is an infographic that Zarrella developed to make his point.
It’s an interesting concept mainly because it simply makes sense. The less noise there is the easier it is to be heard. Is it better to be heard by a smaller group than too risk not being heard at all by the masses? It’s almost like addressing the long tail of social media isn’t it?