Ever since the very first professional posted an update on their business Facebook page or sent out that initial introductory tweet, there has been one perpetual question asked: how often should I post?
In reality, social media is as much an art as it is a science, and there’s no magic formula that will work for every business. But since there is ample proof that the more engaged a brand is with its social audience, the more likely they are to convert many of those leads into paying customers, it’s important to at least know the basics. With that being said, here’s what you need to know.
Facebook – The recommended frequency for posting on Facebook is around 1-2 times per day during the week and once per day on the weekend. Remember that Facebook’s algorithm filters out posts based on what it believes users want to see, so focus on high quality content that will garner the most engagement.
Twitter – There are mixed opinions about how often a business should post on Twitter, but the general consensus tends to range between 4-15 times per day. Where you fall on this range will depend greatly on who you are trying to target. For instance, if your customers are located across the country or around the world, scheduling more tweets to cater to these varying time zones is important. Conversely, if your audience is local, tweeting just a handful of times each day should be sufficient.
LinkedIn – According to LinkedIn’s own guide, the ideal frequency of posting for business is 20 times per month. Breaking it down, this equates to 1 post per business day, or 5 posts per week. Given the professional nature of LinkedIn, weekend posts probably aren’t worth your time.
Instagram – There is no fast and hard rule on how many times a brand should post on Instagram, however, most businesses that have been successful using visual content have stuck to a schedule of no more than 7 per week, or once per day.
Pinterest – Because Pinterest is a high-volume social network, it’s perfectly acceptable (if not encouraged) to post anywhere from 4-10 times a day. Just be careful to pin relevant, high-quality content that your audience will find useful.
YouTube – Video content is highly engaging, so if possible, create and share at least a few new videos to your YouTube channel each month. And don’t forget to promote those videos via your other channels to increase visibility once they’ve been published.
Of course, this is just a basic guideline. The best way to determine the optimal frequency for your particular business is to roll up your sleeves and do some analysis. Look for patterns in responsiveness of your audience to find out what might be the best strategy for your future scheduling. And, above all else, be willing to break the mold and step outside the lines when necessary. If you have a piece of awesome content to share, don’t wait until you’ve got a slot open in your editorial calendar. Share it now!
Conversely, if you find you don’t have enough rich content to work with, don’t share “fluff” just for the sake of sticking to the guideline above. If this is the case, it may make sense to shift your focus to content creation (or outsource the task to someone who can do it for you, if necessary). After all, the purpose of using social media for business is to deliver value to your audience and through that value win them over as loyal customers.
If you need some assistance figuring out the best timing and frequency of your social media activities, or would like an expert to handle this task on your behalf, we encourage you to give us a call today.