Understanding Post Grading: Post Lifetime

Post Grading gives Facebook marketers an opportunity to analyze the granularity of what creates a successful, or failed, Post. It is important to understand a Post’s strengths and shortcomings to apply what works for future posts.

  • Determine how frequently to post
  • Examine if your posts are cannibalizing other posts
  • Analyze the lifetime of different types of content (photo, video, etc)

Post Grading analyzes 8 different metrics to provide a grade for a Post. Each metric provides a different important perspective that determines the quality of the Post. In some situations, Facebook has yet to report finalized data, in which case we nullify the grade (it does not negatively impact the Post’s grade). In this blog post, we will analyze how to best use Lifetime.

The Lifetime metric is a unique measurement of the actual lifespan of your Post. Our system analyzes your Page’s content every hour to keep an updated record of how long the Post was relevant. This can be very beneficial in understanding how often to update, or how overlapping posts, can impact your success.

The graph above provides a visual representation of the Post’s lifetime. We provide four key lines for analysis: Likes, Average Likes, Comments, and Average Comments. In this example, the Post experienced significant increases in Engagement (Likes and Comments) immediately within the first 1h 33m mark. Within nearly eight hours, Likes were 3x higher than average.

This Post had a majority of it’s engagement take place within eight hours, which implies that it would probably have been safe to post again within this time period. The Post did however live through the remainder of the day for a total lifetime of 1d 4h 5m. We consider a Post dead when growth in engagement is less than 10% of the largest growth between snap shots.

In this example, this month’s average Post Lifetime was 16h 25m. This Post lived much longer than the average, thus resulting in a grade of an A. The Lifetime Grade also provides the average Post lifetime during the time of day that the Post was created and actionable recommendations based on the performance of your Post’s Lifetime.

Marketers are able to use Post Lifetime to understand how long their content is staying in their Fan’s news feeds. It can also help provide an understanding of your optimal post frequency.

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