How Often Should My Business Post On Social Media? This is one of the most frequently asked questions whenever I talk to anyone about content strategy or digital marketing. 100% of the time, the business owner or marketer asking the question hates my answer.
But 100% of the time that they actually take my answer and implement it, they grow their business.
And my answer is NOT my opinion, it's facts based on Data. Real data. Like real data from more than 325 Google Analytics Accounts. And the data is simple, when you post on social media one time per month or less, you don't get any web traffic from it (well, that's not true, you actually get like one user every 10 days).
But when you increase that post frequency up to say once per day, you all of the sudden get 2.6 users per day.
But like all of us business owners, we're constantly searching for a tipping point.
The tipping point that this data shows us is that if you post two or more times per day, you all of the sudden 16x your return on traffic from posting once per month. Meaning, you double your web traffic going from one post per day to two or more posts per day.
The next thing out of every small business owner and marketer or CEO's mouth is - "but then aren't I bombarding my customers and followers with all of these posts?
NO. You're not. This is because Facebook and Instagram's algorithm (Edge Rank), and even LinkedIn has followed suit, allowing people to customize the way that their feed shows them information, doesn't allow for businesses to annoy their customers.
They do this by essentially showing your followers only one out of every three or four of your businesses posts.
They have this in place because if they didn't make businesses put more effort in, the platforms would be flooded with marketing messaging and users would not stay very long.
Essentially, they're saving us marketers from ourselves.
Additionally, to increase the impressions of our businesses posts, they show them more frequently based on the more they're interacted with (liked/commented on). This is why we encourage businesses to go off-brand with every other post.
If you can be funny, playful and educational every other post, you can increase your post frequency, and your changes of your posts being interacted with, which is the key formula for increasing visibility.
So next time you roll your eyes at how often you should be posting on social media, keep all of this in mind, and know that we have plenty of resources to show you how to do it. 🙂
Thanks for reading, watching and listening, and have a great day!
Paul Hickey, Founder / CEO / Lead Strategist at Data Driven Design, LLC has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.