How often should we post on Facebook?
Whether an organization posts to its Facebook page once per month or once per hour, that post frequency will affect subsequent account engagement or lack thereof.
What's the "right" frequency? It might be higher than you think.
Compare post frequency to determine the frequency that yields the most engagements.
- Post 4x, 8x, and 12x per day for three weeks each (504 posts in total).
- Measure the associated engagement trend metrics (based on dates of engagements).
- While the average engagements per post went down when we increased our number of posts per day, the total engagements increased. We received the fewest total engagements when we posted 4x/day and the most total engagements when we posted 12x/day.
- Due to concern over follower post fatigue, we also measured post negative feedback. As expected, when we posted more, we saw a small increase in total post negative feedback. However, when increasing our post frequency throughout the 9-week span of this study, the rate at which total engagements increased was much steeper than the rate at which Facebook negative post feedback increased. The benefit outweighed the drawback.
- Many page administrators fear post fatigue by followers who don’t want to get ‘spammed’ by 12 posts per day, but we need to remember the extremely low organic reach of organizational Facebook pages. If we relied on organic posting only, given a sample organic Facebook reach of 3% (this varies), 12 posts would at most reach 36% of our page followers per day.
- Transparently, many of us (and you) probably wish a lower frequency would have won. We recognize that it requires more time to create more posts and to monitor the increase in resulting comments received. While our team has not committed to posting 12x/day going forward, we have decided to aim for at least 8x/day, including on the weekends, which performed strongly during the study.
Special thanks to Audrey Laine Seymour, Taryn Offenbacher, Margaret Shepard and Stacy Theobald, who worked with me on the small workgroup for this study.
Makala Arce is a Senior Communications Specialist at Mayo Clinic and a member of the Social and Digital Innovation team. She has a special interest in analytics and leads the implementation of Mayo's social media management system and social listening platforms.