Connecting with our social media followers is important; it’s one of the key reasons that so many businesses create a social media profile in the first place, with 92% of marketers indicating that social media is important for their business.
We all want to share valuable information that engages people with our social media pages, but how often should we be sharing this information? Too little and our page may fade into the background of our target audience’s mind, too much and they may start gritting their teeth in frustration at seeing our posts pop up in their newsfeed every ½ an hour!
When creating an optimal frequency strategy, it is important we take a look at how our current posts are received by our audience. This will allow us to see if there are any clear success stories (or otherwise!) and enable us to try out new variations of frequency, backed up by what we already know has worked for our page previously. For example, let’s say we posted twice a day for a fortnight. How did these analytics compare to the time when we only posted once a day, every other day? Use whatever worked best for you as your starting point.
Social Media Examiner has a great article on how to work out your ideal Facebook post frequency, through looking into your page analytics.
Unfortunately, there is no foolproof answer on how often to post for the best results. However, many studies have been conducted into the optimal frequency of posting on social media and by looking at the key trends within these studies, and also analysing the results of our own posts, we can begin to put together a strategy that will enable us to optimise the frequency of our content posts.
Hubspot have a brilliant blog post that benchmarks the optimal posting frequency across a range of social media platforms, within 9 different industries. This is definitely worth having a look at, as it will give you a good starting point in terms of how many posts on average may work most effectively for your business and the industry it is in.
Bufferapp and Sumall have conducted a research project which has enabled them to create a list of the average ideal frequencies to post across all of your social media platforms. Of course, this is an average and you may find that you need to post more to get the most out of your posts, or less. But again, this is a great framework to start from, and will allow you to collect a range of analytics for your social media page, if you haven’t done so already. It is also important to note that the way social media works is constantly evolving, and consequently, the optimal posting frequency may change, depending on how the social media platform is presenting your content.
Although post frequency is key to successfully engaging your audience, it is equally important that the content itself is going to be of interest. You can gather informative content from a number of places, such as email newsletters, blogs and RSS feeds.
In summary, it is really important to make sure that you keep a consistent social media presence, in order to get the most engagement out of your audience. There are some great sources that can advise you on the best average frequency, but these should be used as a starting point. You should then keep an eye on your social media page analytics, and tailor your post frequency to what is working most effectively for you.
Running a range of social media pages can be a big time commitment and, as we have just discussed, is essential for successfully engaging with your target audience. If you are looking for a service that will manage your social media for you, then Divine Aesthetic are able to help!
Our Social Media Done For You service gives you a helping hand in the battle for consistent social media posting. You choose the frequency of posts and social media channels that are most suited to your business and our experts will profile your company and create a tailored program of content, which goes out 5 days a week. Don’t worry if you don’t use all the social media platforms, or if you have one that you would specifically like to focus on, as you can choose which platforms you’d like us to manage for you. To find out more about this service and how it can support your social media efforts.