The most common reason people post on social media is “to share interesting things” (61%), according to a recent report from Ipsos. When it comes to engaging on social media and sharing branded content, whether blog posts, tweets or Facebook posts, many businesses wonder how often they should be posting to their channels. The short answer is – it depends. But delving deeper into the topic can help you make the best decision for your business.
Factors For Determining Posting Frequency
In order to establish what the best approach for your business is, consider the following questions:
What days of the week is your audience most engaged?
Generally, users on sites like Facebook are more engaged towards the end of the week, Thursday through Saturday. However, engagement rates vary by industry and channel. Analyze your social channels and examine when you receive your highest levels of engagement with your audience, specifically looking into which days of the week are most popular. Look at your industry as a whole as well to gauge when the entire audience seeks social engagement. By focusing on the days of the week users favor, you can maximize your post views and engagement.
Do you have enough content to share?
Consider the scope of your business and whether or not your content is a niche topic. You should not post content for the sole purpose of maintaining a certain frequency level if you do not have the ability to support it. Know the different directions you can steer your content in order to understand how many topics your business is capable of discussing on a regular basis.As with all branded content, contemplate the quality of the information you are sharing with your audience. It is better to offer fewer, relevant posts that will showcase your business as an expert in the field rather than focusing on quantity.
How often should you post?
With a small audience that is not very engaged, posting 2-3 times a week would assist in garnering a valid social relationship with your audience without overwhelming your channel.
Posting Best Practices
Posting everyday is an acceptable standard for an engaged audience. Users will come to expect your content being published at certain times and actively visit your social channels to view the latest information. Consistency in your posting schedule is important. Your readers may become confused and disengaged if they do not know when to look for your content, which can lead to drop off in audience visits and participation on the channel.
Posting multiple times a day every day of the week can be done, but should be done carefully. Multiple posts a day is best done with a highly engaged audience and for circumstance such as breaking news, limited –time offers and upcoming events.
Establishing a Posting Regime
When considering multiple daily posts, realize that it can prevent some content from reaching the full breadth of your audience. This posting regime, whether with the same content re-fashioned or with new content, can over saturate the audience on your channels. Readers may become burned out from the amount of information available to them; they may only read one or even none of your posts based solely on sheer volume. If you post several times daily, try to keep posts shorter and more direct in order to give your audience the ability to digest it all.
Maximizing Engagement Potential from Your Posts
Generally, a post will receive more views if it is the only item updated on your social channel for that day, as the entire audience will be directed to that one post. When pressed for time, users may look at the top listed post on the platform in question and click out of the site afterwards.
By maximizing your posts with quality content, your business can build a strong readership and gain high levels of engagement. You will also benefit by using SEO best practices if you are posting to a blog, it could rank higher in search engines. Overall, quality content will allow your branded content to be viewed more as well as be found on other social media channels via shares.
The bottom line – you need to be selective, timely and strategic about what content you feel is most important to share with your audience. Your goal should always be to maximize traffic through quality posts with high engagement. If you can achieve that mix, your business is likely to receive a clear return on investment in your social marketing pursuits.
Additions & Feedback
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