The question we ask ourself every day when managing Facebook pages for clients is how often should we send messages to our fans newsfeeds through Facebook pages? Should we post them weekly? Daily? Or even more then that?
To answer this we used our Socialbakers Engagement Analytics PRO platform to see how other different Facebook pages do it. Our Socialbakers Engagement Analytics PRO tool measures among many other interesting benchmarks also the frequency of posting of every page on Facebook.
Obviously this is very different for two types of companies – brands and media companies. Brands should typically not post more frequently then once a day, only if its really exceptional news. Some brands maybe should only post every second day, or a couple times a week.
Media companies on the other hand have much more space. They can post different stories even several times a day and still their content will be very engaging.
Lets take a look at the data. On average, top brands have posted 1 post a day in the last 3 months:
On average, the selected media companies posted 7,1 posts a day in the last 3 months:
So what is the ideal number?
Well obviously there is no exact ideal number, but there is a range. Typically if you post fewer then 2 posts a week, you will not engage your audience enough for them to maintain a social connection with you, and you will lose engagement. If you post more then 2 per day (as a brand) you will typically lose engagement.
That means the ideal number is between 5 – 10 posts per week as a brand, and as a media company, this is typically 4 – 10× higher, as news are information people engage with all day long.
CEO of Socialbakers