When you’re using social media you need to optimise your performance and understand what works best for your audience. You want to get the best results out of what you’re doing and that means experimenting and using data to determine what works the best for you.
One of these experiments is determining how often you should post on social media. Studies have shown that there are optimal posting frequencies for the different platforms, but it’s also a case of experimenting and testing what works until your data indicates to you what’s most effective for your audience.
Understanding your optimum posting frequency is essential
It’s important to understand the optimal posting frequency for you as if you post too infrequently, people will forget about you and be uninterested, but if you post too frequently, people will find you clogging up their news feeds and feel discouraged by you.
You need to get the right balance and determine what frequency works just right for you. Your content needs to be high quality, engaging, sent at the right time and not sent too frequently.
The majority of studies say that, when it comes to Facebook, one post per day is the optimal posting frequency. Two posts per day is the maximum you should aim for, if that is what you want to do. The minimum amount of Facebook posts to make in a week is three.
Of course, this can be personalised and customised to you. You can post as much or as little as you want to experiment and determine what your audience like the most and what performs the best, however these studies are a great place to start.
One post per day is the best, two as a maximum
You need to look at your data and examine engagement levels on posts; try changing post frequencies each day or each week and experiment for as long as you want until it becomes clear to you what is most effective.
Optimal posting frequencies on Twitter are a lot harder to pinpoint - as all accounts are different. Some accounts focus on just posting their own content, nothing else, but some accounts will post their own content as well as join discussions and reply to customers etc, so it all adds up.
There’s a general consensus of around 3 to 30 tweets per day. Tweets have an extremely short news feed life, meaning they disappear quickly from people’s fast paced news feeds, so it can be beneficial to post quite a lot of times to ensure you appear on everyone’s newsfeed at some point in the day.
3 to 30 tweets per day
However, this being said, you need to spread your tweets out evenly and don’t tweet 30 times all in a row within the space of an hour. As mentioned previously, it’s all an experiment and you need to determine what works best for you.
Pinterest is the social platform that not everyone will want to be active on - it’s quite difficult to see the benefits of it as it’s not marketing as such, it’s just getting your name out there in front of people.
However, the recommended amount of pins per day is 3, with a maximum of 30. It’s said that having more than 30 pins per day brings no real benefits.
Minimum 3 pins per day, with a maximum of 30
Similar to Twitter, you need to spread these pins out so they’re not coming onto your followers news feeds all at once. Try and be tactical with your pinning and experiment with frequencies and timing.
Instagram is similar to Facebook, in that studies have shown it’s best to post once per day. The maximum is said to be about 3 times per day.
Instagram is one of those social media platforms that you need to make sure you’ve got the content to post. It’s no good making an account with the intention of using it if you have no valuable or high quality content to share.
Maximum 3 posts per day
It’s all well and good setting out to post 3 times per day, but if you don’t have the content to do so, you’re not going to reach the best performance you could if you post once each day with high quality content.
Posting on social media is not just a matter of posting. It’s about experimenting with the content of the post, the timing of the post and how frequently to post. Everyone using social media is going to have different optimal posting frequencies, and until you experiment you won’t know yours.
A great place to start is using the frequencies these studies have found. Utilise the frequencies and use the data from the posts to determine if it’s effective or not. Alter your strategy as much as possible and keep experimenting until you’re happy with the data you’ve acquired and feel happy with your own optimal posting frequencies.
You need to experiment and find your most effective posting frequency
All audiences are different, so all audiences will enjoy or interact with things differently. Your audience will interact with your content in the way they deem necessary and fitting, which then allows you to understand how often they like to see you post.