How often should we post on Facebook? Is there a magical number?
While every brand has its own formula for resounding success, on average your company should post at least 1 – 2 times per day on your Facebook page. As follows are four good reasons to keep the content flowing.
1. They might like you, but it’s all about the newsfeed
After a user has liked your page (or chosen to follow it), the user will probably never visit your Page again. According to multiple studies, 90 – 95% of fans never return to a page after they like it.
This means that the biggest (and perhaps only) opportunity you have to influence and engage with your followers is via their Newsfeed. And how are you going to get into your followers’ Newsfeeds? Via posts!
2. Facebook’s Newsfeed algorithm rewards engagement
To decide what goes in the user’s Newsfeed, Facebook uses an algorithm which evaluates over 1 million different factors. Those factors are constantly changing, but Facebook says that “Our goal is to show the right content to the right people at the right time so they don’t miss the stories that are important to them.”
I know, that’s not very specific. Here’s what you need to know:
- Establishing a good relationship with followers where they often like, share and comment on our posts influences our placement in that user’s Newsfeed. The better the relationship we have with a user, the more likely it is that our posts show ups in this user’s Newsfeed.
- User engagement on our posts also influences how many other people see that post. The more users that get involved in a post (e.g. likes it, share it), the more users will see the post.
- All stories in the users Newsfeed are fairly new: it is a Newsfeed, after all. If you have posted something yesterday, it’s unlikely your followers will see your post today (unless your post engaged a lot of users, which give it a bump), since their Newsfeed is full of newer stories from friends, groups and other Pages.
3. Different followers log in at different times
Let’s say you publish a new post on Facebook in the morning. The majority of your followers that are logged in that morning will probably see this post, but what about those users who don’t log in until the evening? Because the newsfeed rewards newness, chances are that your AM post is going to get pushed down by newer stories from their community. So, it’s not only important to post at least twice a day, but also to make sure that you post on Facebook when your fans are online.
4. The statistics tell us a story
The data doesn’t lie: Pages that publish posts more often have more active followers. And with more active followers, posts get a higher reach. And with higher reach, your page will get more likes. It’s a snowball effect, and to prove this hypothesis, earlier this year I analyzed some of our data on LikeAlyzer.
To run this study, I took a deeper look at 25,000 different Pages and how often they posted. Here is what I found:
- Pages that post between 1.5 – 2 new posts per day engage (on average) twice as many users as Pages that posts once or twice per week.
- Pages who post once per day engage almost 10% of their followers.
Caveat Poster: Quality before quantity
While frequency is important, it’s not more important than the quality of your content. You should never post more than 1x per day if you can’t provide any value to your followers. Nobody likes a spammer and less quantity with higher quality is better than high quantity with lower quality. On Facebook, you are never better than your last post and if that post is a bad one, users will choose to unfollow you.
So, to sum up: Post regularly (if you have the content, at least once per day), experiment with different types of content to see what your unique followers like the best, make sure that your followers engage with your posts, and post when your followers are online.
If you’re interested in learning more about how to figure out what sort of content is useful to your community, check out our newest e-book on social listening.