When it comes to developing a social media strategy for your business, there is a lot to think about. Which platforms should you use? What should you post about? When should you post? How do you get more followers? In this blog, we are going to tackle one social media related question for you, and that is “How often should I post on social media?” It’s a common question that, unfortunately, does not have a definite answer. Finding the right post frequency can be a balancing act.
There’s a fine line between posting enough to get the most engagement and posting too much. Think about when a really good song is released and is constantly played on the radio. Eventually, the song becomes overplayed and you start to get sick of it. Posting too much on social media can have this same effect on your audience. At the same time, however, not posting enough will not have much of an impact on your audience.
A lot of different factors will affect how much you should post on social media, such as which platform you are using, what your business does, who your audience is, and, ultimately, how much time you have. The experts at social scheduling tool, Buffer did some research into optimum posting frequencies and came up with the following results for each social media:
Three times per day, or more. Many brands tweet more often than this, but the results found that engagement decreases after the first three tweets.
Twice a day, at the most. Likes and comments on posts are significantly less after two posts.
Once per day on weekdays only.
Three times per day, at the most.
Brands on Pinterest are very active. Five posts per day, or more, are recommended.
Brands post an average of one and a half times per day, but engagement does not decrease with more frequent posts, so go for more if you can keep it up.
Of course, these are simply guidelines and averages, and the optimum number of posts per day for each platform may be different for you.
How to find the right frequency for you
By monitoring your own social media, you can get a good idea of how many posts your audience wants to see per day. Just starting with one social media platform, experiment with different frequencies and monitor the engagement rates your brand experiences. You might post five time per day and notice that you get more followers than you did when you were posting twice per day. Or, you might post ten times for a few days and notice that people start to unfollow you.
As long as you are only changing one element of your social behavior, then your analytics can give you a good idea of how this is affecting your engagement rates. Tracking this over time will give you an insight into the most successful posting frequency for you. Give this a try for a few weeks and see what results you come up with. All of the major social media platforms have their own analytics tools built in, so you can do this for free.
If you find that you don’t have time to keep up with the optimum frequency of posts on a regular basis, tools such as Buffer and Hootsuite can help you to manage your time and your social media content for efficiently.