When a Facebook Page posts to Facebook, each individual Post has a “lifetime”. A Post is considered dead when the growth in engagement is less than 10% of the largest growth of engagement between hourly snapshots. Understanding when a Post dies, or stops receiving engagement, is important because it allows the Admin to plan when to post next. The average Post Lifetime can be a strong indicator in determining optimal Post Frequency.
The average Post Lifetime for a Page is 3 hours and 7 minutes. The median Post Lifetime is 2 hours and 56 minutes, illustrating that most Pages are experiencing Post Lifetimes around 3 hours. This data was sampled for the month of December, 2011 across 500+ Pages and over 30,000 individual Posts. The average Page size was approximately 140,000. Correlations were also examined between Page Size, but results were insignificant.
Average Post Lifetimes for individual Pages were also examined: some Pages averaged a Post Lifetime of approximately 10 hours, while other Pages experienced Post Lifetimes under 15 minutes!
Why do some Pages have Posts with exceptionally long Lifetimes?
These Pages tend to have higher EdgeRank, so their Posts occupy the News Feed for longer periods of time. Posts that linger longer in the News Feed have more opportunities for Engagement. If the Post continues to receive Engagement, it will continue to thrive, therefore extending the Lifetime.
We also find that Shares can provide an extra boost of Post Lifetime. As a Post may be on it’s way to dying, a Share populates it into new News Feeds which gives it more opportunity for Engagement. Building content to be Shared can increase your average Post Lifetime.
What is a Post doing while it is “alive”?
A Post that is alive is typically occupying the News Feed. It may be placed atop the feed as a “Highlighted Story” receiving a continuous stream of engagement. It is important not to post while another Post is alive. Having multiple “alive” Posts will lead to cannibalization, therefore reducing Engagement, which ultimately leads to reduced EdgeRank.
How do I utilize understanding my Post Lifetime?
Once you know your average Post Lifetime, it should serve as a guideline for how long to wait before introducing another Post. For example, if you posted at 1:00pm and you know that your average Post Lifetime is three hours, it’s recommended you wait until at least 4:00pm before following up with the next Post.
How do I find my average Post Lifetime?
For EdgeRank Checker Pro users, Post Lifetime is analyzed on a hourly basis. This can be found in the Post Grading section of the site, at the bottom of your Page analysis.