When and how often to post your content

January 30, 2018 / by Kyle Teague

Digital Media Frequency & Timing

When it comes to posting your content on digital and social media, the timing and frequency can be a bit tricky. Many experts recommend different posting times and frequencies based on the data that they have found. Unsurprisingly, this data is different for everyone, leading to the variation among experts. 

The best way to figure out how often and when you should post your content is to experiment on your own, then analyze your data. Experiment by posting similar pieces of content on different days and at different times, as well as with different frequencies. Once you’ve done that, go through your analytics to see if you can identify a trend. For example, when you post on Facebook, do you get more traffic in the morning, afternoon or at night? Or, when you post 18 times in a week vs. 5 times, do your impressions increase or decrease?

Knowing what experts recommend for ideal posting times and frequencies can help you construct experiments for your own content. 

Blog

When it comes to blogging, Forbes recommends publishing a new blog at least once or twice a week. However, depending on your industry or competition, you may need to publish more often to keep up. Don’t forget to also take into consideration your bandwidth for creating, publishing and promoting new blogs on a weekly basis.

In terms of when to publish your new blog post, blogs published at 3 p.m. EST receive the highest average number of social media shares, according to a 2017 study. On the other hand, 10 a.m. EST is considered to be the most competitive publishing time. 

Email

Figuring out the right number of emails to send potential and current customers can be difficult. Experts seem to continually suggest that businesses communicate more and more with their audience. However, sending too many emails can lead to unsubscribes. According to Entrepreneur, most marketers send two to three emails a month.

While frequency is important to foster engagement with your emails, timing is just as, if not more, important. Email opens can be affected by not only the time your email is sent, but also the day. According to multiple studies, Tuesday is easily the best day to send marketing emails. These same studies found that 10 a.m. is most ideal, followed by 8 p.m. – Midnight and 2 p.m. 

Twitter

Of all the major social media channels out there, Twitter’s fast-moving timeline requires the most frequency for your content to be visible. Revive social suggests tweeting 3-5 times per day to maximize your engagements per tweet.

To further maximize your engagements per tweet, Hootsuite recommends posting at 3 p.m. on weekdays.

Facebook

With the changes to the Facebook algorithm, it remains to be seen how the suggested frequency and posting times will be affected.

When prioritizing content, Facebook looks for quality over quantity. Also, the number of followers your page has can significantly impact the suggested posting amounts. The more followers you have, the more often you might want to post. In general, posting 1-2 times per day is a good rule to follow.

In a previous blog, we addressed the question of when is the best time to post on Facebook. Microsoft found that the best days to post are Thursday and Friday between 1-3 p.m. However, you can get more granular on your own page. Facebook insights provides you with what day and time you have the most fans online. (Click on the “Insights” tab within your Facebook page, then select “Posts” from the menu on the left.)

LinkedIn

When LinkedIn Business Solutions provides recommendations for optimizing your posts, you should listen. LinkedIn recommends posting at least once per weekday and says, “consistent posting encourages engagement and fosters familiarity”. 

For optimized posting days and times, HubSpot suggests Tuesday and Thursday early in the morning, lunchtime or early evening.

Now that you have a general idea of how much and when to post your content on digital and social media, it’s time for you to start tracking your results and tailor your posting schedule to your audience.

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