How often your B2B brand should post on social media
We have a love hate relationship with best practices here...
Firstly, what’s best for one business is often not best for others.
Second, some of them are totally unrealistic, especially for smaller businesses and those without a dedicate marketing team.
And finally, they're often based primarily on consumer brands and even personal profile data. Hardly a proxy for your B2B brand.
But we’d be fools to ignore the data completely. And thankfully the data exists to give us at least a little guidance around how often we should be posting on social media.
So. How much is enough. How much is too much? How much is too little?
According to Hootsuite (who are in the business of social media posting and data) these are the guidelines:
Post between 3-7 times per week on Instagram
This is broken down into 2 feed posts per week and up to 2 stories per day for ideal engagement. According to Instagram CEO Adam Mosseri. But many businesses will struggle to hit those numbers, especially 2 stories per day, so give yourself a target that is achievable for you.
Post between 1 and 2 times a day on Facebook
Posting daily can lead to 4x faster growth than posting less than once a week.
Post between 1 and 5 Tweets a day on Twitter
If you have more to say, consider posting a thread with multiple related messages.
Post between 1 and 5 times a day on LinkedIn
Hootsuite’s recommendation is to post at least once a day. Up to 5 times a day.
Hold on 5 times a day!? Who’s got that much to say for themselves?!
Realistically this advice is for large global brands with multiple audiences and multiple stories being updated on a daily basis.
The most important thing is to post regularly, even if you can’t do it daily. According to Linkedin, Companies that post weekly see a 2x lift in engagement with their content.
How often should your business be posting?
Now do you see why we don’t like best practices? Because none of them are tailored to you, to what your audience wants to hear from you or to what sources of content you have available.
However, they do provide an insight into how best to manipulate the platforms and maximise your chances of success. Use them as an ambition perhaps, but build your strategy on what is achievable.
The only easy to do that is to focus on yourself and start right at the beginning with your social media strategy.
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