Two of the most common questions businesses have in regards to social media is (1) what content should we share, and (2) how often should we post? On each social network, there is an approximate frequency of posting that optimizes a business’s ability to connect with followers.
It’s been studied, and expert recommendations made. However, not meeting a minimum or exceeding this frequency can result in driving away followers all together. Yikes! *Keep in mind, this will most likely change from year to year as time goes on.
Figuring out the optimal frequency for each network is partly science and partly an art. Social media success requires a lot of experimentation and even more attention to analytics, so it’s important not only to experiment with the frequency for your business’s posts, but also to scrutinize analytics to better understand the results.
HOW OFTEN SHOULD WE POST?
First, a rule of thumb: if you have quality content to share that will bring value to your audience, then share it. Every social network has different posting rules, but if whatever you are sharing is not going to bring value to your audience, then under no circumstance should you share it. That said, let’s look at the general posting frequency guidelines for the following social networks:
The general sweet spot for posting frequency for businesses on Facebook is 1-2 times per day during the week, and no more than 1 time per day on the weekend. Because of Facebook’s volume of total posts, algorithms have been put in place to filter out posts and display what Facebook believes each user wants to see. Simply put, if users are not engaging with posts from a business (either liking, commenting, or sharing) then they will stop seeing the posts in their feed.
The good news is the frequency of posting required on Facebook is significantly lower than a network such as Twitter, so businesses can focus on posting high quality content with lesser frequency.
Tip: Experiment with different types of posts. Some users prefer seeing primarily videos or photos on their feed, so sharing content in these forms increase the chances of it being featured on their timeline.
Unlike Facebook, Twitter does not filter out posts, causing the lifespan of posts to be significantly shorter, (2 hours to be exact, though this number can be reduced to just minutes depending on the number of people a user is following). The sweet spot for most businesses seems to be between 4-15 tweets per day. If your business is global, you will probably post closer to 10-15 tweets per day to cater to different time zones. If you are a local business, tweeting 4 times a day may be plenty.
Tip: Schedule tweets to post multiple times. Tweets have a very short lifespan, so sharing the same content multiple times is a great way to ensure more of your followers see it. If you’re concerned about your followers seeing identical content, vary the message slightly each time you post.
The ideal posting frequency on LinkedIn, as described by LinkedIn themselves, is 20 times per month. A simpler way to look at this is 1 post per day during the week. Weekends are not a great time to post on LinkedIn due to the professional nature of the site.
Tip: Keep the content you share on LinkedIn professional. Unlike many other social networks, LinkedIn is almost exclusively used by business professionals. Catering more professional content for this audience will increase engagement, especially the likelihood of shares.
Try not to post more than 7 posts per week on Instagram. Due to the busy and large number of people that a person may follow, there is an unspoken rule that you should not post multiple times per day on Instagram. Posting twice in a day is not forbidden, but one post a day seems to be the network norm.
Tip: Post behind the scene pictures of your company/employees. Customers love seeing “a day in the life” at your business. Instagram is a great place to make your business more human!
Post between 4-10 times per day. Yes, that’s a lot, but Pinterest is a high-volume network, so posting only a few times per week will not lead to much success. Make sure to post high quality images and take advantage of vertical photos. Vertical photos take up a lot of screen real estate and are proven to have higher engagement.
Tip: Use keywords in your descriptions. Even the best pin can get lost in the crowd. Be sure to incorporate relevant keywords into the description to make it easier to find in searches.
If possible, try to upload a few new videos each month. The use of videos is great for businesses, but they take time to produce, so your posting frequency will be lower than other networks. Make sure to promote your YouTube videos on your other social media channels to increase visibility.
Tip: Do not forgot to add tags to your videos! Brainstorm a list of relevant tags and save them somewhere. Refer to this list when uploading videos to quickly find relevant tags.
The Bottom Line
The bottom line? Always be testing, experimenting, iterating, and improving. The line between informative and annoying may be super slim, but it’s one that you can find with a little practice.