Whether you are new to social marketing, or even very experienced, we regularly get asked, what is best practice in terms of the frequency to share content with my audience.
Firstly, lets put an important principle in place. There is no point posting content if it is not relevant to the audience or customers you want to connect with. Forget frequency, BE RELEVANT.
Once you have embraced that important principle, then start by setting a goal of posting at least once a day, on every channel you have committed to. If you are going to engage your customers on social, then it is important that you are both relevant and consistent.
If you have those two objectives under control, then there are opportunities to fast track growth and maximise engagement. Frequency is one of these key opportunities, but users on different channels expect different frequency, and it is important to get this right, or you may find followers switching off or opting out.
The following is a simple guide to optimum frequency, for each channel:
If you don't have the content or the time, to achieve these optimum frequency rates, don't worry. You don't have to achieve these rates, or fail.
These are, however, optimum rates, for fast growth and high engagement, and the data to make these recommendations has been drawn from over 15 qualified studies, and matched against our own data for customers who are outperforming in their respective categories.
Having answered this, the next question we regularly get is timing. I have read simple guides that tell you to spread the posts throughout the day. This is unfortunately quite simplistic in approach. This is not when your intended audience is interested. Geography, market, and sector changes everything and the right answer is going to specific to your brand and audience. There is no catch-all recommendation for getting this right.
Fortunately, the Metigy AI engine now recommends the right times throughout your week, to publish, to match when your audience is most interested. We do this by analyzing your historical data, your competitors' historical engagement data, and trending conversation and topic opportunities. So, fortunately, you don't need to tackle this challenge. Just look at these times throughout the Planning Calendar.
David has developed deep marketing domain expertise and is passionate about shaping the role technology is having on the marketing function. Formerly a Managing Partner of We Are Social (the largest global social agency), Regional Director APAC for McCann Erickson WorldGroup's digital business, and Managing Director of The Brave Group (an early pioneer in digital marketing), he is driven by the idea that technology can make marketing fun
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