Social Media Posting Frequency: New data unearths results that will surprise you

Pete Lock, Performance Marketing

It Turns Out That Posting Frequency On Some Social Media Networks Is A Critical Factor In Success. Plus….Instagram May Just Be A Hidden Source Of New Highly Motivated Customers.

The frequency and timing of social media posting is an area that many companies don’t focus on when planning out their social media strategy. The aim is often to post as much content as is possible, without considering when and how much to post to achieve the best rates of engagement. Companies often view social media as a channel to just announce internal news, without really considering what their customers are actually interested in. It’s time to change that.

Luckily for us, we have some hard and fast data from our partners which demonstrates how you can better plan out your social media posting. Each social channel has its own traits, so let’s start by digging into each of them.

Is there a best time to post on Twitter?

Love it or hate it, Twitter gets huge engagement. The right Tweet can literally explode BUT Tweets are short-lived and getting traction in some markets can be tough.

So how can you get the best shot at Twitter success?

According to data from our partners at Hubspot, you should be concentrating on the quality and relevance of the content that you post, rather than the time or day or week that you post a Tweet.

As Twitter is still mostly a chronological social network, the more posts that are made, the more visibility and clicks Tweets will get. However, this doesn’t mean you should Tweet anything and everything. Consider topical issues that are highly relevant to your target audience. It could be as simple as a re-tweet of a piece of valuable information.

How often should I post on Linkedin?
Being a B2B networking site it makes sense to post when people are in business mode, i.e. weekdays, 9-5. This idea, as you would imagine, stands up in testing data. Weekends and evenings performed worse than during working days. No real surprises there, but where the real gold lies is within the frequency of posting on Linkedin. Let’s find out why.

Again, from the huge dataset analysed by our partners at Hubspot, it appears that the return on investment, in terms of interaction from Linkedin posts, drops substantially if you post more than 5 times per week. So why would more posting actually be bad?. It appears that Linkedin is using an algorithm to ensure that users aren’t continually hit by content from the same company in their news feed. This makes sense, as a wider variety of information from different sources keeps Linkedin content fresh and interesting.

Further analysis shows that posting 2-5 times per week is the optimal amount, anything more than that results in decreasing engagement. Take note and apply this to your Linkedin posting strategy now.

Is Instagram a good channel and when is the prime posting time?

Instagram is often dismissed as a gimmick for young people, however the smart folks at Facebook didn’t stump up $1 billion for nothing. Instagram now has over 700 million users worldwide, yes that’s around 10% of the world’s population. Got your attention, good.

Data from Pew show’s that 60% of Americans aged 18-29 use Instagram, 30% of those aged 30-49 use it and 18% of those aged 50-64 use it, probably a broader demographic than you would imagine. Now here’s a stat that will sharpen your focus further:
At least 30% of users have purchased a product they first discovered on Instagram. So if you have a visually attractive product, Instagram should be a go-to channel to promote it. Not only that but visitors from Instagram will on average spend more time on your site than any other social channel, and that includes Linkedin.

Great, so we know that Instagram could well be a viable channel, now when’s the best time to post and how often should you do it. The sweet spots time wise are around 8 am and 5 pm each day, and Monday to Friday during the week.

What’s the most optimal posting frequency for Facebook?

As with Twitter, analysis of posting data for Facebook shows no real advantage from posting at a particular time of day, or day of the week. Interestingly though, the same frequency rules appear to apply as with Linkedin. Posting more than 5 times per week sees a sharp drop off in engagement. Facebook seems to prioritise fresher content and wants to avoid multiple posts from one particular company.

Again this highlights the need for targeting quality over quantity when you are posting. Continually seeking to post the most interesting content for your customers (not you!) will help ensure that you get great engagement without bombarding Facebook with too many posts.

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