How Often Should Your Business Post on Social Media?
Posted on: Oct 03, 2017
“How often should I be posting on social media?” It’s a simple question, but the answer can be a little complicated.
If you don’t maintain an active presence on your social media profiles, customers are likely to choose another business when searching for local products and services. But, posting too often will leave your followers feeling overwhelmed and give you a negative reputation. Do this for too long and they’ll unfollow you.
Neither scenario is good for your business.
So, how often should you post? Plenty of companies have conducted studies to figure out what works best on various social platforms. We analyzed the data in those studies to give you an idea of how often to post to Facebook, Twitter, Instagram, LinkedIn.
How Often to Post on Facebook:
Ask a marketer how often you should be posting on Facebook and they’ll probably tell you two posts per day is the sweet spot. However, the data tells us another story.
Hubspot analyzed Facebook data from their 13,500+ customers to see if posting more frequently would help businesses reach more people. They found that businesses with more than 10,000 followers were the only ones that saw an increased number of clicks when posting more than once per day. Businesses with less than 10,000 followers received 50 percent fewer clicks per post when they published twice per day. Brands that posted just 1-5 times per month, though, saw their engagement nearly double!
Our advice: Stick to one post per day, or five posts per week.
How Often to Post on Twitter:
You can post as often as you want on Twitter. The average lifetime of a tweet is 18 minutes. After 18 minutes, your followers’ feeds have received enough new posts that yours gets pushed to the bottom. So how do you fight the high turnover rate and get your name out there? Tweet up a storm.
Buffer, a social media scheduling app, shared its social media publishing schedule and revealed they post to Twitter 14 times per day between the hours of midnight and 10 p.m.! Most retweets happen within an hour after they publish, so a higher daily frequency like this can pay off. Still, not everyone has the time to churn out 10 or more tweets every day. That's why your Twitter posting strategy should depend on your goals.
Our advice: Go for the happy medium with 3-5 tweets each day.
How Often to Post on Instagram:
Because it's so dependent on visuals, Instagram can feel a little intimidating for small businesses. In reality, though, even the top brands on Instagram only post an average of 1.5 times per day. This is another social channel where your audience size factors into your ideal posting frequency. Businesses with smaller audiences are better off sharing 1-2 photos a day, while those with audiences of 1,000 or more can get away with three, four or more without seeing a drop in engagement. “Even the top brands on Instagram only post an average of 1.5 times per day”
Digital marketing pro Neil Patel says that frequency might not be as important for your Instagram marketing strategy as consistency. If your audience has come to expect three posts a day and all of of a sudden they're only getting one, you're going to see a drop in engagement. You'll probably lose followers, too.
Our advice: Posting once per day is a great place to start.
How Often to Post on LinkedIn:
Though there isn't much data on how often to post to LinkedIn, the best guide on LinkedIn posting comes from the company itself. LinkedIn recommends sharing 20 posts per month, which averages to about once per business day. This makes sense because users typically visit LinkedIn during the standard work week.
I've experimented with sharing one post each day (including weekends), sharing two posts per day and the LinkedIn-recommended one post per business day. In all three scenarios, I saw good engagement, although I did notice a significant drop on the posts that ran on Saturday and Sunday.
The most important thing to remember with LinkedIn isn't how often you're posting, but the type of content you're sharing. LinkedIn is a professional networking site. The goal here is to educate your audience on the latest happenings in the industry and help make their work lives more productive.
Our advice: Share at least one and no more than two posts each day. Make sure they're strictly business-related.
I think my best advice to you would be this — predict, measure, repeat.
Start experimenting with how many posts you're sharing per day and keep track in a spreadsheet. After a few weeks, take a look at your analytics. Use the data to determine whether you need to pump up or scale back on your posting frequency.
The only rule in social media is that you should only post content that is engaging, entertaining and useful to your followers. Quality will always win over quantity in social media marketing.