There are few skills that will make or break your social media success more than posting frequency. If you post too infrequently, your audience will forget that you exist and you will quickly fade into the deep dark recesses of their minds. However, if you are posting too often, you will become a complete nuisance and they will dread seeing your posts overcrowding their feed.
So how do you strike a balance? How can you post often enough to remain relevant but not so often that you get blocked or unfriended?
The answer: By learning from the best. There are plenty of pros in the social media marketing world who have mastered the art of posting frequency on every different platform. So instead of spending countless hours testing out different approaches that bury you in a sea of analytical “paperwork,” why not cut out the guesswork and just do what the pros do?
“But what is it that the pros are doing” you say? Glad you asked.
We have all heard the infamous, “two posts a day” rule for Facebook marketing. This generic prescription comes with some side effects that you may not be aware of.
You see, the two posts a day rule works if you have a substantial Facebook following of at least 10,000 followers. Whenever you have an audience of this size, there is almost no disagreement that posting twice a day is the way to maximize clicks and engagement on your content.
But what if you have a smaller following? Say only a few thousand, or even a few hundred? Does this rule still apply?
The answer, as with most things social media related, is complicated. Whenever your Facebook following is under 10K, you will have to make a choice. Do you want more engagement per post or more clicks to your website? Think about it.
According to a study from Hubspot.com, if you have a smaller following, posting twice a day will actually result in about 50% fewer clicks per post.
This means that your total number of clicks will still be higher than if you were posting only a few times a week, but your engagement per post will be reduced.
Conversely, if you post a mere 1-5 times a month, your clicks per post will almost double. This is one of the fastest ways to get more traffic to your site; set a goal and get posting.
Ok, so this one will be simple right? Surely there is a “one size fits all” number of tweets that you should send out daily to completely completely optimize all of your Twitter marketing?
Sadly, this is not the case. In a study run by Social Bakers, they examined over 11,000 different tweets from big brands to see if they could uncover the ideal tweeting frequency.
What they found is that, as with Facebook, the ideal number of times to tweet per day depends almost entirely on your goals. For example, if you are looking to optimize your engagement per tweet, then 1-5 tweets per day is where it’s at.
However, if you want to generate more total responses, then you can tweet your heart out. The study found that even tweeting 50 times a day did not have any adverse effects on your account!
However, it is important to keep something in mind when it comes to your Twitter marketing. If you are spending hours each day writing out 50 tweets, those are hours that could be spent on activities that do more to drive up the bottom line.
While you certainly can focus your Twitter marketing on generating a massive number of responses, I recommend you focus on engagement.
1-5 tweets a day will not take too much time, will increase audience engagement, and will leave you with the time you need to focus on more important parts of your business.
And now we get to the weird kid on the social media playground. Unlike Facebook and Twitter, posting frequency is not all that important for your Instagram marketing.
According to a study from Union Metrics, what matters for Instagram is posting consistency.
Let me explain. If you want to maximize engagement and generate followers, you can start posting on Instagram 10, 15, even 20 times a day. This will not negatively affect your Instagram account.
That is, until you change the frequency. If you make a habit of posting several times a day and then transition to only a few times a week, you will start to lose followers and generate less engagement per post.
This means that the best posting frequency for Instagram is the posting frequency that you can consistently maintain for the rest of your natural life. Or at least until you sell your business or retire to a beach somewhere.
Posting frequency on social media is as confusing as it is important.
The “ideal” frequency depends entirely on your business goals and the amount of time that you are willing to commit to your social media marketing efforts.
However, equipped with the above information, you have everything you need to have a general idea of how many times you should be posting each day. So pick your poison and get to it!
This article was written by Neil Patel from Forbes and was legally licensed through the NewsCred publisher network.