From The BlogHow Often Do I Post?
This is one of our most frequently asked questions, and while every account is different, we can point out some general guidelines.
To start with, it really depends on the social media platform you’re using. Twitter, for example, is what we like to call a ‘content monster’. You could Tweet all day long and *almost* never annoy your followers. Instagram and Facebook are a bit different however. And as always, you want to be paying attention to your analytics in the background, checking to see what’s working, and what’s not. Eventually, you should be able to find pretty good rhythm for posting on your platforms.
First, you don’t have to post according to any particular schedule. However, if you’re taking this approach, it’s worth evaluating whether or not it’s worth you being on social media in the first place. Consistency is one of the (if not the) most important factors in terms of growing your audience and increasing your reach. So if you’re looking to use these tools effectively, you would absolutely be posting frequently.
So let’s break this down in terms of the big three.
Twitter is a bit of an outlier here compared to other platforms. Because the turnover for tweets is so quick (a tweet lives for about 18 minutes. 18 MINUTES. That’s it. Chances are, after that, no one will see it). There are two schools of thought on how to get the most out of Twitter. One, is to tweet less (1-5x per day), but to make sure those tweets are good. Quality content, links, graphics, photos, insightful commentary, the whole works. This, of course, takes time, planning, and resources. The other option is to tweet more (5-20x per day), and potentially with less thought put into them (although honestly, best case scenario is you tweet 20 high quality tweets per day).
If this seems exhausting to you, you’re not alone. Twitter is not the most inntuitive of social networks to begin with, so it can be more time consuming from the get-go. Add to that tweeting up to 20x/day, well, it can be overwhelming. This is why we are very strategic and weigh pros and cons of Twitter carefully before we recommend it to a client.
That being said, Twitter is a great platform for some sectors. Media, for example, tends to break on Twitter, and has incredible conversations and connections happening there. Politics is another area where Twitter thrives. If your business is connected with an industry where things happen in real time, it might be worth taking a look at, despite the platform being resource intensive.
The rules around Facebook posting are much more clear. At least 3x/week, the best would be 1x/day. Some Facebook pages don’t get a lot of activity on the weekends, so you might want to save your content for Monday-Friday (this might be different for your company though, check your analytics).
Here’s another key thing about Facebook: it’s possible to post too much. You can get away with posting 2x/day, but it’s not necessary, and it may drive away some of your audience who find it annoying how often you pop up in their timeline. So why bother? Stick to the once per day timeline, and you’re good to go. But P.S. we’re talking about good quality content here. Remember your photos need to be clear and sized properly, your caption needs to bring value to your audience, and some serious thought needs to go into the post overall. Looking for some inspiration? We’ve got you covered.
Instagram is pretty similar to Facebook in terms of how often to post, with one caveat, which we’ll get to later. For IG, think once per day, and at most, 3x/day. At minimum, you should likely be posting 3x/week. Again, these need to be high quality posts. Consistency and quality are the name of the game when it comes to any social media platform.
Instagram does have one area that you really should be paying attention to. The Stories section is somewhat new, but has quickly become one of the most important aspects of the site. All studies are showing huge growth in the use of Instagram stories, and the number of people watching them. In fact, 1 in 4 Millennials and Gen Z-ers look for Stories of the products and services they want to buy. The stats are truly incredible. The difference between a story and a post is this: stories don’t show up in your feed, and they disappear after 24 hours. The tone and attitude in someone’s story tends to be a bit more laid back and conversational (although for certain brands, this won’t be the case). Stories are a great place to give you audience a behind the scenes look at your day, your company or your brand. You can add to your story as many times as you want in a day, it doesn’t really matter. This is also a good place for content that you want to share, but can’t quite work out how it would fit into your feed (you have a video for example you used to do a tour of your office on your, but it’s not edited or branded. This would be a great thing to add to your story. Watch a few as well, you’ll get the feel of them soon enough.
Keep in mind that this only covers the content that you are posting, not all the extras that come along with running social media platforms. These include things like responding to comments, messages, @ mentions, sharing, etc. which you should be doing as often as you possibly can. On top of that, you should also be seeking out opportunities to comment and share other people’s/businesses content if it’s relevant to yours. Ultimately, you want not only your followers to increase, but your engagement levels to increase as well (commenting, likes, shares, all of that goes towards your engagement).
Something else that we tend to do is this: if you have a post on Facebook or Instagram that’s performing really well, give it some time to breathe before you post anything else.
If you’re looking for a summery of how often you should be posting on other social networks, check out this awesome article by Louise Myers. She covers LinkedIn and Pinterest as well as some others.
Coming up with good quality content on a consistent basis can be really tough at first. We have a couple of recommendations for this, which will hopefully help in the early stages:
- Make a plan. Start with just a week, and fill in three posts you’re committed to doing. Set aside some time at the beginning of the week to get this done.
- Set small goals initially. If coming up with one Facebook post a week is all you can manage at the moment, that’s ok. The important part is that you start. You’ll get used to it in no time.
- Watch what other businesses are doing. You don’t need to copy them exactly, of course, but take inspiration on the types of things they’re posting, and what seems to be working.
- ALWAYS watch your analytics. They’ll tell you if you’re on the right track.
At the end of the day though, it will always come down to the quality of what you’re posting. So if you have to sacrifice quantity to get that quality, that’s what we would recommend.
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