How often is too often to post on your social media channels? Many of us marketers face this problem. We want to connect with our fans, let them be constantly reminded of our company, brand, products and services. Yet, we are afraid of over-posting and getting on their nerves.
There are no definite formulas for us to adhere to when it comes to posting on social media channels. Everyone’s network dynamics, country and industry are different. We just have to guess, try and test a lot to find out which works best for us.
In need of making educated guesses, we need some guide to follow to find that optimal frequency. So, that is what I am planning to help you with today.
What is the optimal frequency?
It is impossible. You can only predict and measure.
We have to… Predict. Measure. Test. Repeat.
Here are some tips on helping you kick start the process.
Did a study previously that studied how brands managed their Facebook Pages. They shared that brands should typically post just once a day, unless it is really exceptional news.
So what is the ideal number? Socialbakers’ study shared that if you post fewer then 2 posts a week, you will not engage your audience enough for them to maintain a social connection with you, and you will lose engagement. If you post more then 2 per day, you will typically lose engagement. That safe-zone is between 5 – 10 posts per week.
Twitter is much simpler than Facebook due to the latter’s ever-changing algorithm. Similar to the Facebook study above, Socialbakers also did a study, analyzing a sample of over 11,000 tweets from global brands.
Some brands overwhelms their followers with over 20 tweets a day! The study found out that the average Engagement Rate (ER) tends to decline after the 3 tweet. In the chart above, total engagement rate measures the total number of replies, retweets, and favorites. Average engagement rate is total engagement divided by the number of tweets sent on a given day.
So the magic number for Twitter is 3 tweets per day.
For LinkedIn, the answer could be found on their page itself. The “LinkedIn Best Practices” article states that we should post at least 20 status updates per month to maximize our reach to approximately 60% or more of our unique audience. Apparently, the best-in-class marketers are posting 3-4 status updates a day. That makes up to 80 updates a month, not considering the weekends.
Union Metrics, a social analytics firm looked at the activity of 55 brands over a period of several months and found that during that time, the brands posted average 1.5 times per day. That is a good guide for most brands.
If there is a compelling reason not to post as often as you possibly can, it is that once you start, you have to keep it up. Accounts that abruptly decrease their post frequency lose followers quickly. Here’s the follower data for a TV show that took a break from Instagram after its season concluded:
There you go… now you have a guide on how often to post on your social media channels. In my next post, I will be sharing something that goes hand in hand with this, which is, when you should schedule your posts. So stay tuned!