One of the most common questions I get asked is, "How many times should we be posting on social media?" It’s a great question and one that every business owner and marketer will likely have a different opinion on. But for me, I recommend no less than five posts per week.
Why five? Well, let’s think about the sheer number of people using social media worldwide. Just because you post something doesn’t mean everyone will see it. In fact, only about 2% of your followers will see any given post. I own and run a boutique marketing agency, and I follow all our clients. I check their content regularly, like and comment on their posts, and consider myself a high-touch follower. Even so, I don’t see their posts every day. If I, who am actively engaging, don’t see all their content, imagine how little of your content your average followers see.
Another factor to consider is the duration of a post's visibility. Once posted, a social media post stays relevant for only a short time before it gets buried in the feed. If you’re worried about spamming your followers, let me assure you, you’re not. Chances are they blink, and they could miss it.
So, how long does it take for someone to actively see your content? Research suggests it takes a user seeing your content an average of six times before they really start to notice it! Given the small chance someone has to see your post in their feed and the multiple exposures needed to remember it, you really can’t post too much.
Does this mean I recommend posting ten times a day? Absolutely not. Social media marketing is just one part of the marketing matrix. For your marketing to work effectively, you need to focus on all the ways you can reach your ideal clients. This includes email marketing, SEO, referrals, networking, and collaborations on podcasts, events, webinars, etc.
Another important point is to consider when you’re available to connect with your audience. My team and I don’t work weekends, and I’m rarely on social media during my days off. I don’t want to encourage my audience to reach out if I’m not available to connect further. We all know we have a low attention span, so I want to be front of mind when I can be available, ready, and present to connect. If I do post on weekends, the content is likely to be light and engaging, not something that gives the impression that I’m there and ready to talk.
In conclusion, the number of posts you should make depends on various factors, but as a general rule, no less than five times a week ensures that your content has a fighting chance of being seen. Balance is key. Social media marketing should be part of a broader strategy that includes other marketing channels. And remember, being consistent and present when your audience is most likely to engage is crucial. Don’t worry about spamming your followers. Focus on creating valuable content and being there for your audience when they need you. That’s the sweet spot for effective social media marketing.
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