If you’ve only just started using your Facebook business page as a marketing tool, then you might feel a little lost!
With each different network, there are certain unwritten rules and conventions tied to what you post. If you don’t follow these, you could end up harming the value of your social media marketing.
One of the most common confusions I hear of is how often you should be posting on your Facebook business page.
Unfortunately, there’s no set frequency that can be used for all businesses. It varies from business to business. To find your perfect frequency, you first need to figure out what’s working for you now.
Start off by going to Facebook insights, and clicking on the ‘reach’ tab at the top.
Experiment with the date range (right border) to see how all of your posts have been performing over time. Then, analyse the graph.
Look out for any significant changes in engagement and note them down. After that, figure out a rough average engagement.
This will be your “baseline”.
You can use this average to measure the performance of all your posts in the future.
Keep analysing this data as time goes on.
The patterns of engagement you see will help you filter out all the rubbish. Then, you’ll only be left with what sparks more engagement with your target market.
When there’s a sheer drop in engagement, avoid similar posts. When there’s a leap, use more of the same content!
Generally, the frequency of your posts should be more than once per week but less than twice per day.
When posts drop lower than the former, you’ll end up becoming irrelevant. Your audience will wonder why they’re following you, and leave. If you post twice per day, and there’s no engagement, your audience will simply get annoyed.
The result is the same: you lose followers!
Again, the frequency of your posts all depends on the kind of business you run.
A talent agency specialising in comedians will likely have more interesting content to post than an office supply company.
If you’re in doubt, bump the frequency up. Studies have found that higher frequencies chase away followers less than lower ones.
The biggest point to take away from this post is to monitor the impact of your content constantly.
I’ll say it one more time: there’s no ideal posting frequency for every Facebook business page.
Finding your ideal frequency will take some time and analysis. Your aim is to get the most interaction from your audience, and keep your follower losses to a minimum.
More important than how often you post is the quality of content you post.
If you feel you’re over-posting or under-posting, have your social media team look at the content. Have them spend more time crafting high-quality content, rather than hitting a certain quota.
As you move into the future, keep paying attention to what works and what doesn’t. After a change in post frequency, monitor your pages and see what effect it’s had.
Soon enough, you’ll pin down your perfect post rate!