How many times should i post to social media?
This is an age old question.
It’s fairly logical to think that posting more frequently will lead to greater chances of your content being seen, which will lead to more people following your brand/business and this leads to more sales.
So if that’s the case, why not post 2, 3, 10, 20 times per day on all platforms?
First off, nobody has the time to create 10 pieces of content per day on top of actually day to day running of their business. That’s 3650 individual pieces of content that needs to be curated for just one year, and that’s assuming all of the same content is used across all different social platforms.
There are vast amounts of articles that have already been written on this topic, and surprise surprise, most of them have different answers. Some research suggests 1x post to social media per day is enough, and other research suggests 5x per day is correct. We’re not going to tell you an exact number because it actually depends entirely on your audience, and as your audience is unique to your business and the specific platform, it’s near impossible to give you an exact number.
Instead, we will look to advise you on boundaries when it comes to posting to social media, and give you points to think about when you sit down to develop your social media strategy.
We will look at 3 of the big social platforms that businesses are using in 2018/2019. Facebook, Instagram, and Twitter.
Facebook has a reputation of being a low frequency/high volume network. This means that people using Facebook (the ones following your business page) expect to be given high value every so often.
Posting to Facebook several times per day, every day, is not a great strategy. This will most likely project a “spammy” image for your business and will likely result in the number of your followers decreasing.
Facebook users aren’t looking to be updated with content that promotes your business every second day, they are after valuable content that helps them with problems they might have. If they get this once or twice each week, they will be a happy bunch. This isn’t to say that you can’t promote your business through your Facebook posts. We’re just saying that your valuable content to self promotion ratio should be around 5:1. So for every 1 self promotional post, you should be posting at least 5 pieces of high value content.
Your Instagram audience is after consistent content. The image quality needs to be high (it is a photo sharing platform after all), but the quality of your actual content (advice/text etc.) doesn’t have to be as high as it does on Facebook.
For this reason, posting as often as possible is preferred on Instagram, but it needs to be consistent, so you need to develop a strategy that allows you to maintain the volume year round.
1 post per day on Instagram would probably be the minimum that you want to aim for here, but you might be able to get away with posting every other day.
Twitter is a high volume/low quality platform. This is down to its fast paced nature. A tweet that you send now will be lost in the noise of the platform in 10 minutes time, and this means that it’s acceptable to pump out everything from random thoughts on your business niche, to quotes from other, to enter into discussions all before lunch.
If you’re using Twitter as a business tool, you need to look at high participation if you want to be noticed. You have the highest chance of being retweeted within the first 10 minutes of posting a tweet, and after this it’s incredibly unlikely anyone will see what you have posted.
With this in mind, we don’t have a recommendation on the maximum amount of tweets that you should be pumping out there, but we absolutely recommend that if you decide to utilise Twitter, that you devote time and energy to being part of the conversation.
All in all, if your business has been on social media for a few months, you should have enough data through the built in analytics of each platform to see exactly how your audience is engaging with you and what they like. This information should tell you how many times you should post to social media.
If your audience responds well to 15 Facebook posts each day, then keep doing it!
If you have any comments or questions, feel free to leave them in the comments section below and we will make sure they are responded to.