Have you ever asked yourself, what is the frequency of posting across your social media platforms? Should you post as crazy to have as much content as possible? Well, using your social media channels is not all about having the most content as possible or having more content then your main competitor. You have surely heard of this quote: “Quality rather then quantity.” This is what social media is all about!
There are numerous guidelines that make you content a quality post, but I’m not talking about that in this article. I’m only focusing on how often you should feed your social media audience. I’m going to give you 5 examples of ideas on how frequent you should post on your social media channels by imagining that you are taking a road trip thorough Europe using different cars.
Let’s imagine that you are going for a road trip across Europe and you are driving an Aston Martin Vanquish Volante 2015, a great looking car but expensive in terms of fuel consumption. Let’s say you live in Amsterdam and would like to travel and visit Vienna. It’s a 1,600 Km drive, which is really is a really nice road trip to take by car. You see a lot of European culture on your way and get to travel thorough a few countries. But wait, your car’s fuel consumption is around 10-13 litres/100 Km and your tank around 60 litres. You need 5 full tanks of fuel to get there, given the fact that you may consume more or less on the highway’s while driving with speeds up to 200-250 kmh. This is a rough calculation and has the logical background of experience. OK, so getting from Amsterdam to Athens is going to cost you five fuel tanks.
Two of your friends have less exotic cars, let’s say a BMW M4 Coupe and a VW Phaeton, two cars which are also some great looking cars, but lower on the consumption. They decide to join you on the road trip to Athens, but given the fact that their cars have a lower consumption level, each of them will only fill it’s full tank 3 times during the trip to Athens.
Another friend here’s about this road trip, you must have really great friends for this to happen, and decides to meet you in Athens. He drives a VW Polo which is really easy on your wallet and has the lowest consumption among your 3 friends who took this drive. He only fills his tank 2 times during his trip, given the fact that it’s a smaller and more efficient engine for consumption and has a reduced CO2 pollution level. We had to add that.
So, where does that leave us with social media? What is the connection with the story?
Well, as all of that purchased fuel costs money, all your efforts for posting quality content to your social media channels cost money as well. Or if you’re the one writing it, time and energy.
This is why I’ve decided to share with you this statistic that enables you to spend less time and energy to post to your Pinterest, Twitter, Google+ or Facebook channel. Why should you post 10 times a day if your audience will only want to see 5 or 2 post from you per day.
I’ve combed the internet for several social media strategies and got to the conclusion that each social media platform has a different aspect in the eyes of your audience and in the terms of their expectations.
So, the Aston Martin in my brief is Pinterest. A high number of brands have experienced a higher conversion and user base interactivity growth by posting multiple times per day. Thus posting more than 5 times per day on you Pinterest page can give you a higher visibility on the social media platform. This is probably given the fact that it’s very visual and has a certain logical point. Our existence is based on visualization and seeing things.
The BWM and the VW Passat in our brief can be filled under a lower energy-consuming media channel, but it’s still not the lowest consumer of all. You have to post as much as 3 times on Twitter and Google+.
Brands have expressed their experiences and got to the point where they’ve only posted 3 times because of the slight decrease of engagement after their second post during their daily updates.
Google+ users have seen traffic drops of over 40% when posting less or more than normal. So, keep in mind, post consistently but don’t over do it. Your audience doesn’t like to get overwhelmed with information’s daily.
The VW Polo, the small and economic consumer of your time and energy is Facebook. You can post two times on your Facebook page or profile and notice that comments and likes start to disappear. Facebook is a very crowded social media platform and people do share a lot of content via this channel. This makes Facebook a good converting tool thanks to the high number of registered users, but you must pay extra attention on what you post. Only 5% of all the information that people receive via Facebook is kept in their memory and captures their attention. Which side of the information flux are you?
Note: We are not looking to sell or promote any types of cars, it was just a great example to use.
