How Often Should You Post On Social Networks?
When managing a business’ Social Networks two questions come to everyone’s mind: What should I post? and How often should I do it?. Although there’s no one-size-fits-all strategy when it comes to social media content and the best time to share it with the world. But, there are definitely many wrong approaches that can hurt your business’ online numbers and reputation.
Quality over quantity
There are many golden rules in Social Media Marketing, but when it comes to posting online content your main goal should be creating a long-lasting impact on your audience. After all, the attention span of a regular Social Media user is around 2.5 seconds if they’re on their computer or 1.7 seconds if they are interacting through their smartphone.*
But how can you get past that?
The best way to retain your audience and increase your engagement rate for more than a split second is by posting content that is relevant, appealing, and memorable. Now, this might sound complicated… and it is. (Especially if you are a one-man show) That’s why your focus should be on creating great content rather than creating loads of it.
Now you might be thinking: “Hey, wait a minute, an international company’s Twitter account is active throughout the day with multiple tweets every hour, how’s this different from quality over quantity?” You’re right it isn’t, but the reality is those big companies have creative teams with the only objective of creating engaging content based on what they know about their customers, potential customers, and market share.
For smaller businesses the story is a little different, while big companies have an established brand with a distinctive look and feel, local stores and business owners are building everything from scratch and can’t be on Social Media 24/7. Luckily we are going to share with you the secret behind great content, for free.
Here’s what you must keep in mind while creating striking content that works towards boosting brand awareness, engagement rate, and driving users to take action:
- Relevance: Coming up with relevant content is the gateway into your audience’s mind. Before posting something ask yourself, is this something my audience needs or wants to see? Does it try to solve any of their problems? If both answers are “Yes”, you are on the right track.
- Appeal: A great piece of content is worth a thousand words, but a bad one screams “goodbye”. It is important to make an effort to convey your message in an effective way that grabs the audience’s attention from the very beginning and entices them to keep reading.
- Memorable: Be different, think outside the box, and look for ways to stand out from the competition. Being memorable is important because not everyone is ready to become your customer, but you want everyone to come back once they made up their mind. Don’t believe us? Think about your favorite TV advertisement. That’s the real power of great content.
Time to Post
We’ve talked about how knowing your audience is the key to success for any kind of marketing strategy. There’s no way around it. Having a clear understanding of who you are talking to will dictate how often you should be posting and what kind of content to get the best results, from the latest news about your business to a cute cat meme.
Now, it is important to make it clear: Social media platforms are not the same. What works on Facebook might not work on TikTok, or Twitter. Got it? Great, let’s move on!
The secret is to post frequently enough so your brand can become memorable, but not so much to the point where Social Media users get tired of you. Believe us, once you’re on a user’s “blacklist” it is extremely difficult to get out of it.
Having said that, here’s what we believe is the best frequency to:
Post on Facebook
Most experts agree that the median is posting once a day. Increasing to two posts per day (unless they are extremely memorable, relevant, or appealing) will most likely make you lose half of your engagement. If you want to play it safe, we recommend posting on your Fan Page 3 times per week.
Post on TikTok
A social media platform that took the world by storm. Brands that want to jump on the bandwagon should at least post one quality video per day. Our limit is 3 a day. Although they are short videos, creating a quality TikTok can be time-consuming.
Post on Twitter
Tweeting has become an art form. Brands have to make magic to create quality content with 280 characters or less. That’s why many companies use it only for customer services as users find it easier to establish communication with a brand. Our suggestion is to tweet between 3 to 6 times a day keeping in mind that tweets have a short shelf life.
Post on Instagram
Instagram is a little tricky. Unlike Twitter, pics on Instagram should be considered for longer shelf life. Just as Facebook, 3 times a week should do just fine, but if you are looking for extra engagement and brand presence try the Instagram stories tool, these are featured pictures or videos that will live on your profile for 24 hours, there is no limit on how many you can upload and they are a great tool for storytelling.
Post on LinkedIn
We’ve discovered that LinkedIn works best when posting specialized, meaningful content twice a week during weekdays.
These are generalized results we’ve seen over the years by working with many clients, but at the end of the day, every brand and person is different. Use our recommendations as a starting point and make the necessary changes. Your metrics will become your best friends through this never-ending journey. As people interact with your brand and its content you’ll gain insight into your audience: Who are they? Where are they? At what time do they log in? Etc…
Staying on track
Posting on social media requires lots of endurance and perseverance. It is definitely not for the faint of heart. But that doesn’t make it impossible. On the contrary, it’s quite achievable if you put in the effort.
Brands that are not consistent in posting quality content will be forgotten by their followers as they move on to other brands they talk to constantly. Feed posts are not about catching lightning in a bottle, this is, one great post is not gonna cut it; you gotta remain consistent to gain more followers and retain the ones you have.
If you just simply can’t find the time, there are many online tools that can help you organize your work to make sure you plan your content weeks or months ahead. Having a calendar with important dates and promotions is a great way to identify what to post next. This leads us to our final point that is:
Creating a Social Media Marketing Strategy
Now you know the ins and outs of creating great content and how it performs on the most popular social media platforms. What’s next?
Just like any other marketing strategy, you should get started by establishing a SMART objective. What do you want to achieve? Are you looking to increase your engagement? Do you want to increase the number of people that buy your product? Social Media is perfect for any goal you have.
Once you have your goals set, it’s time to take a look into your competition. One of the best practices for knowing when to post content on social media is by evaluating what successful companies are doing. Dive into your competitor’s Facebook page and see their feed posts and the results they are getting. If their numbers look great, you might want to adapt their strategy to your business. Keeping in mind that you should never take content from someone else and claim it your own.
You are now on the point of no return. Your goal is clear, you have a deep understanding of your audience and competition. Now it’s time to define a message. Let your creativity run loose for a bit, the more creative and eye-catching the message, the better results you’ll get. Remember: it has to be relevant, appealing, and memorable
Lastly, comes the control stage. Are you getting the numbers you expected? Are you closer to your objective? If the answer is no, you must go back to the drawing board and change things a bit. Experiment with time, dates, messages, and Social Media platforms. There are many variables that can hinder your results, but once you hit the right spot it becomes much easier.
There’s no definitive answer as to how often you should post on social media. That number depends on factors such as audience, social media platform, and objectives. But the only way to guarantee that you won’t have the results you are looking for is by not posting anything.
Social media for small businesses and entrepreneurs is often a trial and error experience. A DIY approach will yield great results but requires a lot of effort, patience, and perseverance. Hiring a marketing agency on the other hand is an excellent way to overcome the challenges of an empiric approach, as the agency has the tools, resources, and knowledge to carry the weight of being constant on social media.
Great content requires effort, and your audience would rather have one amazing post every other day than multiple mediocre posts in one day. Keep that in mind, plan your schedule accordingly, and make sure you are always in touch with your audience; they are the ones that will tell you how often you should post.
*Source: Muck Rack – How declining attention spans impact your social media.