They fear they’ll be viewed as spam by their followers. What they’re not realizing is that any single post reaches a small fraction of your audience, regardless of how effectively you time your posts.
Why you need to post frequently
For most users, posts don’t stay in your wall very long before getting pushed down by newer content.
With Facebook’s algorithm, posts may NEVER appear on your wall based on the amount of engagement the post garnered previously. If there’s someone you really like to see posts from, add them to your close friends list. I can’t find the cite now, but I remember reading that posts showing up in your newsfeed remain visible for about 14(?) minutes before they get pushed down farther than most users will scroll.
Twitter will institute a similar algorithm soon, according to rumors. That will reduce the rapid speed with which new content pushes down old content. Again, I can’t find the cite, but it seems to me it suggested a post on Twitter remains for only a few minutes. (BTW, in case you missed the news, Snapchat (where all post are visible, but disappear after you view them) now has more active users that Twitter – something to think about).
As I recall, Pinterest pins had the most staying power of all social networks.
You’re busy, so you don’t look at your Facebook or Twitter all day long. You miss posts.
Why would you think your audience sits there staring at Facebook all day waiting for your posts?
Also, think about where your audience is located. You must reach each audience geographic while these folks are awake. If you’re like me and you’re a global brand, that means publishing posts during the night — I use Buffer and Sprout Social to schedule posts.
Two actions increase the chances your audience will see a post:
- Engagement by friends, which recycles the post at the top of your news feed
- Reposting by the brand
Of course, advertising also increases the chance your audience will see your posts, but limit this discussion to free tools for sharing content.
How often you should post to social media?
The following infographic was crafted by Sumall using data generated by Buffer. It shows that post frequency depends on the social media platform you’re using. It also depends on quality and timing, which we’ll discuss in a moment.