This year, we were celebrating 10 years of Instagram. 10 years already that this platform has gone from a social network to a real marketing tool for brands. GIF, competition, sponsored video… Companies use all the formats they have to be seen and followed. In this niche, content is ROI. But it must be used well, and above all correctly distributed. One of the important points is the timing and frequency of the broadcast. You must speak to your target when they listen to you while not annoying the algorithms. Let’s find out together how often to post on social networks.
Build your social media strategy
Before you start, you need to know why you are on social media. There’s no point being on it to be on it. As with all of your marketing channels, you must define a social strategy upstream. What are your goals ? Who is your target? What message do you want to communicate? What editorial line do you choose? It will also help you choose which social network to be on.
In addition, being present on the social web is a commitment. So you have to be regular. Thus, you create an appointment with your community. Be careful though, there is no point in overdoing it or posting silently. What matters most is the content. You need to bring relevant content to your community. And if you lack inspiration, you can always curate.
So how do you keep up the pace of publication?
Thanks to your iron-fisted editorial calendar.
You can also create repeat appointments and special posts. Get inspired by the different # that exist on this subject. It will also help you gain visibility, and who knows, maybe followers.
But how do you know how often to post?
This is what we will see together! Here I present some general rules that may not apply to your business. Each social network has its own.
Once they are in place, you will need to challenge them. The best solution to know your real frequency of publication on social networks is the test & learn. Rely on your stats, iterate, test, test and test again. Here we go !
A different frequency for each social network
LinkedIn is the professional social network.
A publication remains visible for about 12 hours. This is of course without counting on the virality of your publication, which by dint of being commented on and / or liked, can have a much longer lifespan.
The LinkedIn algorithm is very often analyzed by marketers: it doesn’t like outgoing links, whether you’re tagging someone who won’t interact with the post they’re tagged in or posting too much! This is why I recommend that you only post once a day at most. Otherwise, your posts will cannibalize. In addition, it is generally advisable to post early in the morning, when people are going to work and are therefore in transport. Best is between 7:45 a.m. and 9:00 a.m.
As for the number of times to post, opinions differ. All studies conclude on between 3 to 5 times a week, only on working days. However, I prefer to qualify this last point. With the mobile version, many people also access LinkedIn on weekends. I therefore advise you to test over a period of time of about 3 weeks in order to make your own conclusions.
It is the most important social network, but also the oldest. The Facebook algorithm is the best of all. Being on it is still relevant for this reason and many B2B companies are returning to it.
A publication remains visible around 2 p.m. Not all post types have the same reach time. A video can be viewed for up to 8 p.m., whereas a simple textual post will last for 11 hours.
The recommended rate is 3 publications per week. All the studies converge on 4 days when the traffic is the highest: Thursday, Friday, Saturday and Sunday.
The best times are either just before lunch break on working days, around 12:15 p.m., or between 1 p.m. and 4 p.m.
Use Facebook Analytics to analyze your reach and engagement. This will allow you to understand what time and which day your target is most present.
This is the social network for influencers. If you’re a B2C brand, you need to be on Instagram.
For this social network, opinions differ enormously. This is why I invite you even more to test and analyze your posts to identify what works and what doesn’t.
With the advent of stories, consumed as snack content, publications are becoming rarer. Being pro-stories, I recommend posting every day, and if possible, in two stages. One in the morning and one in the afternoon for example. Thus, you will always stand out at the top of the Instagram feed of each of your followers.
For posts in your Instagram feed, you can post daily without tampering with Instagram’s algorithm. However, I recommend that you post 4 to 5 times a week instead. In terms of schedules, it is also those of the transport that work best on weekdays, between 8 a.m. and 9 a.m., and 5 p.m. and 6 p.m. On weekends, the time slot gets longer. Saturday and Sunday, post between 3 p.m. and 7 p.m. On Sunday evenings, the later times like 10 p.m. and 11 p.m. at bedtime also work well.
With Twitter, indulge yourself!
You can post as much as you want, as the duration of a tweet is very short. If you want good visibility, you need to be regular and post throughout the day. However, keep the most important information for the lunch break. It is between 12 p.m. and 1 p.m. that Twitter experiences a peak connection.
What’s quite simple about Twitter is that you can interact with a lot of people easily. In addition, the target is less careful about the “look” of your tweets. So don’t hesitate to retweet, retweet, use original content, but also curation.
Depending on what industry you are in, weekends may be best avoided. Indeed, B2B companies have a low reach and few interactions on Saturday and Sunday.
Hope I could help you. Now all you have to do is test 😉