In the age of information sharing, how much is too much?
Social media sites like Facebook, Twitter and Instagram have become essentials in the everyday search for new, shareable content. Brands have jumped on the bandwagon, making use of its growing influence to understand as well as reach out to their target audiences better.
However, there is a fine line between being consistently present and borderline annoying when it comes to the frequency of posts. High volumes do not necessarily equate to increased engagement, and each medium has differing qualities that may affect how information is perceived by its readers. Here are some guidelines as to how often brands should post on their various social media outlets.
According to a study done by Socialbakers, the ideal frequency ranges from at least 5 – 10 posts per week for brands, whilst media sites which typically serve as sources of information should aim for at least 20 – 100 posts per week in order to maintain a healthy social connection with its readers. However, with Facebook’s ever changing algorithms, posting more often – up till 5 times a day – does not hurt either, as the drop in engagement levels are relatively small.
The name of the game is short and sweet. With its word count restrictions and ability for real time updates, Twitter is a great way to inform and connect audiences in a conversational manner. As such, its shelf life is much shorter than that of Facebook’s, with tweets reaching its maximum engagement value within 18 minutes of posting. However, increasing its frequency to match this lead time would be unwise, as doing so is found to reduce consumer retention of each individual tweet. The recommended level is about 3- 5 tweets a day.
The visual nature of this platform is a good way for viewers to take a quick peek into the life of various brands in more interesting and memorable way. According to a study by Union Metrics, it found that if possible, an increased frequency of up to 10 or even 20 posts a day does not seem to affect the levels of audience engagement. Instead, inactivity does. On average, major brands post about 1.5 times per day, which can be used as a benchmark.
The networking site published a guide for small businesses, which encouraged users to post 20 times a month in order to reach 60% of their audience. This equates to about 1 post for every weekday in a month, which ties in with the schedules of LinkedIn’s main users — namely executives who are more likely to utilise the site during working hours.
In summary, here are the recommended levels for posting on each social media outlet:
Facebook: 1 – 2 posts per day
Twitter: 3 – 5 tweets per day
Instagram: At least 1 – 2 times per day and if possible, the more the better.
LinkedIn: 1 post per weekday
Written by: www.script.com.sg Edited & Illustrated by: Script Consultants Pte Ltd