Staying Relative with the Frequency of Social Posts
Internet audiences are voracious for content. Users browse, read, and click-on more links at a faster rate today than they ever have before. Although their appetite for content may be increasing, their attention-span is plummeting. Readers are far less willing to read large, bulky paragraphs than they used to be. They perceive their browsing time as valuable, and are not willing to spend more than a few minutes to find the information, service, or product they’re looking for. Due to this immediate demand, companies have been forced to create clever, bite-sized snippets of reliable and informative content in order to keep the attention (and the dollar) of their audiences.
Few places have done content minimizing as well as social media. Platforms such as Facebook, Twitter, and Instagram have excelled through the belief that ‘less is more’. Links, hashtags, and viral memes have allowed companies to connect with their customers on a 24 hour basis, and on their customers terms.
It’s imperative to find that “magic number” of frequency which dictates how active your social profiles are. If you aren’t posting frequently enough, you lose consumer relevancy which may lead to a reputation of being lazy or inactive. If you over-share, flooding customer’s newsfeeds, you may end up projecting yourself (or your company) as annoying, which may lead to some users removing you altogether.
You Can’t Force It
Today, more than ever, it’s important to have good, relevant content. Gone are the days of quantity over quality, as readers (and search engine gateways) are searching for factual, authoritarian sources of information.
For many businesses and bloggers, content has branched out in to two main categories: content curating and content sharing. The most successful of marketers implement a mixture of both strategies when approaching their audience. The content you create for your profile, blog, or website should be easily-shared with a one click re-posting option that many sites have embedded in to their actual content. This widely successful tool has allowed content to spread virally.
For many, ‘going viral’ (which simply means the media has been shared by millions of users in a short amount of time) is the ultimate marker of success. While wide-spread sharing may be an indicator that content was valuable and relevant, it’s also impossible to predict the virtual spread of something. Audiences have been known to widely reject content they recognize as being created for the purpose of “going viral” and much of the content which is shared frequently is amateur and unintentional. Many companies have tried to create viral videos, only to fall short and wind up irrelevant.
Suggested Frequency of Posting
To combat this irrelevancy, there have been several studies of social posting analytics, which have determined the general number of posting that are frequent enough to generate buzz, but fall short of over-sharing.
According to Buffer, which is a blooming social management tool, the “sweet spot” for frequency of posting varies with the platform.
For Twitter, Buffer suggests 14 times a day. This may sound excessive, but as Twitter is a real-time, feed-like platform, which only utilizes posts of a maximum of 140 characters, a constant feed of content is key.
Less-needy platforms such as Facebook and Google+ have a suggested posting frequency of twice a day, once in the morning and again in the afternoon. These times are determined by the traffic, as well as the analytics behind when most users are actively visiting their feeds and profiles.
Professional site, LinkedIn, garners a single post, in the morning, when job-seekers are likely to be most active.
Discovering the right approach to your social media posts is often a product of experimentation. Vary your posting times, styles, and platforms in order to see what works best for you. Invest some time (and money) in to analytical services to garner a true understanding of traffic and inter-activeness, or reach out to content creation services to help outsource your posts and keep the costs of in-house creation to a minimum.