How Often Should Your Brand be Posting on Social Media?


How Often Should Your Brand be Posting on Social Media? | Social Media TodaySocial media has become a pivotal element in the marketing strategies for most brands because of its scalability and potential to reach a wide audience.

But not every post has to contribute to the bottom line of your business – you need to consider social media as an opportunity to personalize your communication with your target customers. But in that sense, how often is too often? Too many brands make the mistake of posting social media updates more often than consumers like, and this may prove to be an expensive mistake, causing irritated consumers turn away from the brand.

Striking a Healthy Balance Between Information and Frequency

Updates about your brand, or even messages to your consumers, should be undertaken in a manner that retains their attention. Even if it means less frequent posting, the goal is to strike a relationship with your clients in order to keep them engaged. Remember that high-quality and meaningful posts will resonate in the minds of your consumers far more than frequent posts every few hours. Brand updates should not annoy your customers, they should inform and educate them, every time.

Social media marketing is done to connect with customers. The first step involved, before you consider posting your first brand update, is to predict the frequency at which you should be posting. In order to do this, you need to conduct research on the social networking sites you’re considering – check to see how many times other brands are updating on each site and use this as your starting point. 

Studies Don’t Lie –– How Often is Too Often?

Socialbakers, a popular contributor of social media analytics, conducted a study on different brands and their frequency of updates on Facebook. The study shows that the top brands don’t post more than once a day to keep their audiences engaged without becoming annoying. Anything more than once a day and you increase the potential of annoying your audience.

When it comes to Twitter, Social Bakers studied 11,000 random tweets from brands and recommends that three tweets per day is an ideal frequency with which to engage your audience.

For some social media sites, the lifespan of an update is long and for others it’s short – according to studies, the lifespan of a tweet is just 18 minutes, while Facebook posts last for around 90 minutes. This is why posting tweets more frequently is a necessary marketing strategy.

To be most effective, you’ll need to schedule your updates to resonate with the online presence of your target audience. For example, people go online more socially after working hours, in the evening or night. This is perhaps the best time to post to engage with your audience. Holidays and weekends also present good opportunities to interact.

In Summary

Social media strategies are not always black and while. In fact, they need constant research to stay relevant. Try to make your updates interactive so you’re able to gauge the responses of your audience. This will help you meet their needs in a more timely and consistent way.

Main image via Shutterstock

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Social Media Posting Guidelines For Business


Social Media Posting Guidelines For Business

Wouldn’t it sound weird if you said the same thing to every person you encountered throughout the day?

Well, think of your social media posts in the same way. Each platform is different, and your posts should be too.

Even if you’re linking to the same content on your own website, each post on your various social media accounts should be tailored to succeed on that specific site in terms of tone and appearance. Here are some social media posting guidelines on Facebook, Twitter and LinkedIn.


Facebook is for social sharing, so go ahead: add photos, add links, add events, add it all.

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The Facebook feed is very visually oriented, and aesthetics are important: use high quality photos (1,200×628 pixels is ideal) and replace visible URLs with well-written text to create a visually appealing post that arrests the eye. Photo-based posts (rather than text-based ones) actually get 39% more engagement on average. And remember to make it friendly–after all, Facebook is for your “friends,” right?

Pro tip: One gentleman from a manufacturing company in the midwest told me that their Facebook feed “is like the company newsletter.” I thought that was great advice.


Tweets, on the other hand, must be economical. They’re meant to be short and pithy and to capture the audience’s attention with intrigue and wit rather than explanation.

Don’t worry about aesthetics here; just make sure you maximize your word allotment. Use tools like or Bitly to shorten your links (many social sharing tools will shorten links for you automatically, too), saving space for valuable hashtags that increase your tweet’s exposure.

You can also add photos (ideally 1,024×512 pixels) and tag them, neither of which takes up any of your 140 characters.

Pro tip: We’ve found Twitter to be a great tool for finding influencers in an industry or on a topic, and also is good to send cues to search engines to index new pages you tweet about.


While social sites like Facebook and Twitter can be used to share any relevant content, yours or not, LinkedIn is a more professional platform and your posts should reflect this.

Companies and people often neglect posting to the LinkedIn news feed, even though it can send up to four times as many people to your homepage as Facebook and Twitter. This influx includes potential clients or even business partners, so try to highlight professional growth or achievements.

An appropriate post might be an article you wrote that demonstrates your prowess in your field, or a link to a press release or news clip that sheds positive light on your company. Photos are also great on LinkedIn (are we seeing a theme here?), but always make sure to adjust it to the optimum size.

Pro tip: Your LinkedIn posts don’t just need to go on the company page. Encourage employees to share messages on their personal profiles as well, and make sure your personal profile on LinkedIn is as good as it can be, too.

Now, there are certainly other social platforms that companies are using to generate awareness, find partners and drive website traffic, but managing too many social media platforms can be overwhelming because of the time involved and because you really need to tailor each of your messages to each social media platform for best results.

Third-party applications like HootSuite can definitely make it easier and quicker to manage your social media accounts, but they’re not always the most effective method. By taking the time to ensure every post is optimized for its immediate audience instead of cross-posting the same one across all social media sites, you can leverage your content on each social media platform and ultimately drive traffic back to your company website.

Finally, posting and managing social media could be a full time job for many B2B companies, so don’t spread yourself too thin. Consider scheduling social media posts so you have even distribution throughout the day/week/month.

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