How Often Should I Publish on Social Media? A HubSpot Experiment

Social media can be an overwhelming place — even for the experts.

Which networks should they use, what should they write, how frequently should they post, and does the time they post truly matter?

I analyzed HubSpot customer data for one week during the month of June — comprised of a total of approximately 10 K different accounts on each different platform, as well as 15 K posts to Linkedin company pages, 25 K posts to Facebook business Pages, and virtually 60 K posts on Twitter.

I wanted to answer these questions for marketers once and for all: How often should social media marketers post on Facebook, Twitter, and LinkedIn to get the most bang for their buck? And when they should do it?

When’s the Best Time to Post on Twitter?

Time generally doesnat matter — that’s right, you heard it here. Thereas some uptick in the number of clicks at the very end and very beginning of the day, but we also find a lot less volume during that time so itas not a statistical trend.

Post on Twitter whenever is convenient for you. Your focus should be on content , not on the time of day .

Which Is the Best Day to Post on Twitter?

For most tweets, thereas no change in the day of the week that you post .

For really good tweets — the ones in the 95 th percentile — there could be some benefit to posting on Sunday, Monday or Tuesday, but it is not awfully significant.

What’s the Optimal Publishing Frequency on Twitter?

Twitter is still largely a chronological social network, and therefore the more marketers post, the more visibility, and total clicks their posts get.

On Twitter, publishing more is better.

For marketers with at the least 100 followers on Twitter, each message earns marketers a median of 2.5 -3 clicks. This isnat license to publish terrible posts — thatas not beneficial to your brand or for clicks — but as a temporal platform, itas not as critical to have perfectly polished prose as it is on other social apps.

When’s the Best Time to Post on LinkedIn?

The median number of clicks doesnat vary at all, but the 95 th percentile of posts does show a dropoff with posts that are published late in the evening — after 5 p. m. or so. Therefore, schedule posts on LinkedIn to go out during business hours( after all, it is a business networking site ), but the focus should be on content , not the time of day.

Which Is the Best Day to Post on LinkedIn?

Posts published Mondays, Saturdays and Sundays donat perform as well as posts published Tuesdays, Wednesdays, Thursdays, and Fridays. Audiences must be too busy working to check LinkedIn on Mondays, and who wants to think about work over the weekend ?

Tuesdays and Wednesdays are especially good times to publish on LinkedIn — they have a generally higher median as well as 95% percentile clicks.

What is the Optimal Publishing Frequency on LinkedIn?

Once you publish more than 5 times per week( for most companies, this means once per work day) the return on investment falls substantially.

What is likely happening is LinkedIn doesnat want usersa feeds to be overwhelmed by posts by the same company, so the second post in a day that a marketer publishes can cannibalize the performance of the first.

For pages with at the least 100 followers, the first two posts on LinkedIn per week will typically bring in two clicks each. However, the 10 th post in a week for those channels merely adds about 0.5 clicks. The marginal effectiveness of creating content for LinkedIn maxes out at 2 posts per week, so we suggest sharing between two and five posts per week on LinkedIn to get the maximum value from the network for the time spent making the content.

When Is the Best Time to Post on Facebook?

At the median, most posts on Facebook donat do very well. But at the high aim( 95 th percentile) thereas a lot of variability, especially at the beginning and end of the working day. Since there are fewer posts during the beginning and objective of the day, these arenat statistical tendencies that marketers can count on. We indicate marketers focus on the content , not the time of day or day of the week when publishing — more on that later.

Which Is the Best Day to Post on Facebook?

Wait, thereas no median. Actually, that’s not a typo. The number of median clicks for all accounts is actually 0 — because only really good content on Facebook gets surfaced highly. There isn’t an ideal day to post on Facebook . However, itas slightly better to post on Sundays, and thereas a natural dip in post frequency and participation on Friday and Saturday.

What Is the Optimal Publishing Frequency on Facebook?

Similar to LinkedIn, once you publish more than five times per week( for most companies, that’s once per workday) the return on investment falls substantially.

For Pages with at the least 100 adherents, the first two posts on Facebook earn a median of a single click on them, and after the 10 th post, each additional post nets merely half a click, and then continues to fall. Therefore, we indicate publishing between two and five times per week on Facebook .

Facebook prioritizes afresha content and doesnat want to overwhelm users with only one company in their feed, so when companies publish more than once in a day, their first post can be cannibalized by the second. Publishing more than once per day won’t only earn you lessening ROI — Facebook could even penalize your Page with the algorithm if you donat “ve got a lot” of participation with your posts.

That said, if your posts are consistently getting many likes or comments — at least more than five on each one — then it makes sense to post more. The key with this platform is engagement — so as long as your audience likes what youare writing, Facebook will continue to reward you and indicate it in the News Feed.

So … Why Publish on Facebook at All?

There are three big reasons to maintain publishing on Facebook 😛 TAGEND

1) Publishing on Facebook proves leads and potential clients that youare actively in business. Many people go to Facebook simply to research companies and look for thought leadership — and if your Facebook page is incomplete and inactive, they may go with a competitor who is more prominent on the platform.

2) It’s easier to go viral on Facebook. The number of outliers that we assure at every level is substantial — which means that when you go viral on Facebook, the upside is very, very high. The maximum clicks that a single Facebook Page received during this timeframe was 8K — and the Page published only five times that week.

The peak number of clicks that a single account on LinkedIn received was about 1K, and the peak on Twitter was just under 7K a | but that Twitter account published more than 100 hours that week. The lesson here? When you go viral on Facebook, you can go viral more than on other networks.

3) Facebook Ads offer some of the highest ROI of social ads you can buy, especially if you are doing any retargeting. And once youave published on Facebook, it’s the easiest platform from which to boost posts and get more distribution( and followers ).

What Does This All Mean for Your Social Media Strategy?

When it comes to posting on Facebook and LinkedIn, remember that you may only have between two and five posts per week that will get distribution by the networks’ news feeds. With that in intellect, focus on the quality of each post( and the content preferences of your audience ), and is also intended to get more likes, commentaries, and shares as your metrics of success designed to strengthen your audience and to make the news feed algorithm work for you.

And when it comes to Twitter, post freely — the timeline updates so frequently that you’re at an advantage posting more often to reach more people.

Many thanks to Monty Solomon, Kelsey Dietz, Dan Kulla, and Lincoln Bryant for helping with the data.

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