We all have that one friend who posts on Facebook way too much. Hopefully it’s not you.
Maybe you’re posting several times week. Or maybe you’re one of those people composing daily, long-winded posts on your wall. Speaking as one of your “friends,” we’re all feeling a little overwhelmed.
The absolute cardinal sin of social posting is when your posts have no relevance at all (aside from attention). These posts fall into the “incredibly annoying” category. #NoMakeup #NoFilter #HappyMonday #ReadyForSummer #NeedMoreCoffee #IWokeUpLikeThis #BeachBody #ILoveHashtags
With Facebook continuing to be a major marketing platform, businesses need to be mindful of how much is too much when posting on Facebook. You want to communicate with your audience but not cause them to tune out because you’re talking too much. When an individual loses a friend on Facebook, it’s not a big deal. When your business loses a follower, it can affect your bottom line.
My clients often ask me how much they should be posting on Facebook. They all want to find the sweet spot that offers valuable content and branding for their business that doesn’t bombard their followers with pointless information.
According to a blog post by Constant Contact, Facebook is a low volume/high value network. “Don’t post too frequently – fans get frustrated with too many posts. Make each post count by offering something valuable or interesting to your audience.”
Facebook is a platform meant to help inform your audience with meaningful content. The idea is to aim for quality content over quantity. The suggested frequency is somewhere between three and ten times posts per week. I say this with a word of caution. There are very few situations when daily posting is in your business’s best interest. I'd recommend being at the lower end of this scale. If you think you’re posting too much, you probably are.
If scientific data is more your style, there are statistics to predict the most effective amount of posts and times a day your business should be posting to Facebook. Social Bakers studied three months worth of Facebook content from major brands and found that the average posting frequency was one per day.
Posting as little as once per week could lose your connection with your audience and posting more than one per day can be annoying. According to research by Track Social, “When a brand posts twice a day, those posts only receive 57 percent of the likes and 78 percent of the comments per post. The drop-off continues as more posts are made in the day.”
It’s also important to remember that these are the posting habits of major brands, often with tens of millions of followers. They can get away with people abandoning their pages. The risk is worth the reward. Your business doesn’t have the same luxury.
Now I know what you’re thinking, “Oh man, if my insurance agent posts 10 times a week, that’s going to get old really fast.” And you’re right. Different businesses have different amounts of posts they should be doing on a weekly basis.
For example, an insurance agent, lawyer or information technology expert should probably stay on the safe side and only post two to three times per week. However, other businesses such as restaurants, daycares or salons would be better off posting more frequently because they have fresh content to share on a regular basis.
Remember, quality content is what you should stress here. Don’t post just to post. Make your content meaningful and interesting for your audience. Quality content can be hard to come by, which is why we created our social content strategy. Click here to learn more.
If you want to take your social strategy even further by making sure you’re creating high quality posts, you should check out the five most important Facebook KPIs.
This blog by Quintly suggests that there are five ways to determine the impact of your Facebook posts such as fans/likes and interaction rate. I won’t go into the details since we’re mainly focusing on tweaking your Facebook posting frequency, but if you are beyond that point then read up!
If you’ve just been skimming this post to get quick answers, I’m sorry to say that there aren’t any. There is no scientifically proven frequency for posting on Facebook. The best advice is to be consistently active on Facebook, but always be willing to test your posting frequency.
Remember, Facebook is all about delivering quality content that will keep your audience interested. While it’s okay to promote sales or specials that your business is currently offering, the majority of the information should be genuinely enlightening to show your customers you are a resource for them.
It’s all about finding the sweet spot for your business with your audience. And just remember to keep the #hashtags to a minimum.