The question, ‘how often should I post on my Facebook page?’ pops up almost every time we run in-house content marketing and social media workshops. Therefore inspiring this blog post so that we can set the record straight.
You should post as often as you can. And as often as you have the resources to do it well. As long as your posts are entertaining, educational and enlightening and your audience is engaging with your content; then you’re heading in the right direction.
The most important thing is that you are posting frequently enough to help build your audience, but no too much that you’ve become ‘spam girl or guy’.
Each social media platform has different capabilities and functions i.e. Twitter is about publishing copy in short-form text, so it’s perfectly acceptable to post frequently throughout the day. This however is not as ideal for Facebook or Instagram.
Through trial and error you need to strike a balance with your audience between being informative and being annoying. Some businesses post 14 times a day or more on Twitter and still have an engaged audience. While there is well-researched data regarding the optimal times to post, it would be misleading to imply that this was right for all businesses. Use the insights as a lunching pad to creating a customised schedule for your own business, but be sure not to use it as your bible on how often you should post.
Research has shown that the audience connection for businesses who post once a week on Facebook might as well give up due to lack of visibility while posting more than twice per day was crossing the line to being annoying. And according to the research powers that be, three tweets per day is the optimal number of posts for Twitter and the point where brands start seeing big engagement.
But as a general rule, businesses should post when their readers are most commonly consuming their content. To snout this out it’s easy to check your social media insights and get a gauge.
Without deep-diving into your business it’s impossible to shed light on how many times you should post. What I can share is the frequency behind raraPR’s social media (which by the way is constantly evolving). We try to publish regularly across our social media platforms that said, we only do this if we have something entertaining, educational and enlightening to share.
The best strategy to run with, with regard to social media posting frequency is to plan, measure and repeat. But mostly, to just do what you an and sometimes that means being happy with less.
Words by Jade Roberts.