Endless articles have been written about how frequently you should be posting to social media, and what should be the optimum frequency for your posts. Daily posting is a good rule of thumb, because it maintains consistency, and it lets your target audience know that you’re active and involved, and it can also keep your brand in front of your audience so that you have constant visibility.
However, when it comes right down to achieving the absolute best posting schedule for your content, that can vary according to the platform which you’re posting to, as well as what your objectives are in making those posts. The truth is, there’s no real magic formula for determining how often you should be posting, because posting consistently is much more important than how frequently you make those posts.
It’s also much more important that you create high quality content, than it is to bombard your chosen platform with a high volume of content. If you want to keep this in mind, just remember that consistency trumps frequency, and quality trumps quantity. With that in mind, we can proceed to a discussion of the optimal posting frequency for some of the major social media platforms.
A great many authors have provided articles about how Facebook should be posted to twice daily, but there are some interesting implications to this approach which most people are not really aware of. The twice-a-day posting rule works just fine when you have a following on Facebook of perhaps 10,000 users or more. Having an audience this large, probably means that you should post twice each day to Facebook in order to maximize engagement with whatever content you’re posting, and to garner the maximum number of clicks on your posts. Not all of your audience will see each post due to Facebook’s changing algorithms.
But is twice a day right for an account which has a much smaller following of perhaps a few hundred individuals? When you get to this level, it becomes necessary to give some serious thought to what you’re trying to achieve. For instance, is it more important to you to achieve a high level of engagement with each post, or would you rather have more clicks for your website?
According to research done by Hubspot.com, when you have a smaller following in the neighborhood of a few hundred, when you post twice a day, that will actually give you a bottom line of about 50% less clicks for each of your posts. In fact, the total number of all clicks you get would still be much higher, compared to a situation where you might be posting only a few times each week. However, your engagement per post will be significantly less.
On the other hand, if you posted only about once per week, each of your clicks per post would be doubled, and this would be the fastest way to get more traffic directed to your website. Whichever of these is more in line with your business objectives, you should set that as your goal and start posting accordingly.
You might think that devising a posting strategy for Twitter would be fairly easy, and that your Twitter marketing can be totally optimized by using a one-size-fits-all approach, as you might do for an email marketing campaign. However, this is far from the truth, as was demonstrated clearly in a study conducted by Social Bakers, in which 11,000 different tweets were examined from big brands, so they could try and determine what would be the perfect posting frequency for tweets.
The end result of this fairly large survey was that they discovered the number of tweets issued per day depends completely on the objectives which a company has in mind. For those companies seeking to achieve optimal engagement with each tweet, the best posting frequency turned out to be between one and five tweets. However, when the goal was to produce a greater number of responses, then unlimited tweeting was more effective.
According to results identified by the study, even those businesses tweeting as much as 50 times daily suffered no discernible adverse impacts on their accounts. It should be noted however, that if you’re spending as much time as it takes to generate 50 tweets in a single day, that is probably the only thing you’re going to accomplish that day, and it will take you away from activities which might be more important.
Especially if you’re a managerial type person, the time it takes you to produce that kind of endless tweeting, could probably be spent on something which has a greater impact on your company’s bottom line. In other words, you certainly could tweet your heart out if that’s what you want to do, but it seems like focusing on engagement would be a better approach. For this, between one and five tweets will not take up much of your time, and it will still increase your audience participation, while leaving you with adequate time to address important business issues – perhaps security or business growth.
When dealing with Instagram, posting frequency is really not nearly as important as it is with the other major social media platforms. Several studies have been conducted which indicate that posting consistency is much more important on Instagram than it is on the other platforms. The reason for this is that maximizing engagement and finding a number of followers can be achieved by making numerous posts on the platform, even as many as 2-20 times each day, with consistent quality as well.
None of this will have a hugely negative impact on your Instagram account, and it will provide certain business advantages. However, if you’ve been posting at a certain rate, with a certain quality, and then suddenly reduce that rate/quality significantly, you could definitely lose some followers. There could also be a decrease in the level of engagement you have with your followers. In the case of Instagram, the ideal posting frequency is the one which is sustainable overall, because any change will be sensed by your followers, and that could result in a negative impact on your business.
Posting On Social Media
If all of this sounds daunting, have us manage your social media posting. We can start off with once per day, and paired with social media advertising, reach your audience to the pivotal 10,000 followers. Afterwards, increasing the posts to twice daily we can maximize your website click throughs, capitalizing on your audience. Contact us to learn more.