The Lifespan of a Social Media Post

 

A big challenge when developing your brand’s marketing strategy is figuring out how often to post to different social media accounts. You want to optimize your posting to reach and engage your audience just enough to stay top of mind without being overbearing.

It’s a tricky balance, and it’s even more complicated because every network has its own sweet spot (that’s always evolving). So simple, right?

Let’s look at some of the main social media players and explore how long you can expect your content to stay relevant on each.

Facebook

Facebook has said that on average, a user could see 1,500 stories every time she logs in – but News Feed only displays about 300 of them. Over the years, Facebook has adapted its algorithm to rank stories based on what it deems most important to each user. Facebook just announced this week that it will be updating News Feed so users see even more posts from their friends and family – which may cause reach and referral traffic to decline for some Pages.

A few years ago, Wisemetrics published a study that found in 2 hours and 30 minutes, a Facebook post usually hit 75% of its maximum impressions, and 75% of engagement happens within the first 5 hours. This means it’s important to analyze Facebook Insights to see when the optimal time to post is. Test various times to track engagement, and try different ways of communicating the same message.

Twitter

The lifespan of a tweet is predictably brief. It’s a medium that moves quickly and has a short attention span, and brands do well to post more frequently here than on other social networks. Wiselytics studied a million tweets (that had at least 10 retweets each) to find how engagement declines over time; it found that the average half-life of a tweet (its median lifespan) is 24 minutes. Moz found in its research that the number is around 18 minutes.

Instagram

The quality of each Instagram photo you post is critical. Users are scrolling quickly through their feeds, so you need to have great content to catch their attention (especially since Instagram is rolling out a new algorithm that’s similar to the way Facebook ranks its News Feed).

A study from Simply Measured found that, on average, posts by top brands receive 50% of their comments within the first six hours and 75% within 48 hours. But high-performing posts (those with double the average engagement) see this peak later, taking more than 13 hours to reach 50% of comments. High-quality content has a longer lifespan on Instagram.

Pinterest

Pinterest is unusual because it’s a social network that allows for long-term engagement. Pins do have an initial shelf life when they’re first pinned and they show up in users’ feeds – but they can also be rediscovered and repinned over time, particularly if you optimize them with relevant keywords.

One marketing firm found that pins are outliers in this way; it gives the example of

a recipe pin from a food brand that received less than 50 repins the first week it was posted; but a year later, it had built up more than 2,400 repins. Other brands it works with are seeing web traffic and sales driven by pins after weeks or months of the initial post.

Snapchat

Snapchat is notorious for its quick content shelf life; after all, a standard snap can only be viewed for 1 to 10 seconds before it disappears forever. But Snapchat Stories offer brands the opportunity to create a longer piece of content (by stringing together a series of snaps) that can be viewed as many times as users want for up to 24 hours. This is still a short period of time in terms of traditional marketing, but it gives your brand the chance to get creative and tell a narrative in a very different way than you would on any other medium.

Follow MtoM on Snapchat!

snapchat code

33 Comments

  1. […] abyss of Facebook after five hours. And it’s not just Facebook. Instagram’s shelf life is about 48 hours, Snapchat Stories is 24 hours, and the shelf life of a tweet is about 24 minutes! Which brings me […]

  2. […] media platform that focuses on breaking news, factual snippets and clever thoughts. The estimated lifespan of a tweet is about 18 minutes. After that, unless someone actually visits your profile, it’s pretty much […]

  3. […] optimally and consistently: The lifespan of a tweet is about 18-24 minutes – this means that your tweet is ‘pushed down’ the feed and is less likely to be viewed after […]

  4. […] The quality of each Instagram photo you post is critical. Users are quickly scrolling through their feeds, so you must have great […]

  5. […] shelf life of any given tweet is a mere 24 minutes. How do you get maximum exposure and ROI for that tweet? There’s a science to it, and it […]

  6. […] shelf life of any given tweet is a mere 24 minutes. How do you get maximum exposure and ROI for that tweet? There’s a science to it, and it […]

  7. […] According to this infographic, the average life of a tweet is 15 minutes, a Facebook post 5 hours, and Instagram 24 hours…Pinterest’s average life of a post is 4 months. Researching a bit further seemed to back up these numbers, with some debate on Pinterest. This article pulls an example of a pin a year later getting 1000s of repins. […]

  8. […] On Twitter, the average lifespan of a tweet is 18 minutes. This means that the more you post, the more of an opportunity you have to get seen. If you post content once a day, it’s unlikely that people will notice your content. But if you post closer to 10-15 times a day, like we do on NewsCred’s Twitter, your chances of appearing in peoples’ news feeds are much higher. […]

  9. […] week, we are focusing today’s discussion around the wonderful world of Twitter. According to Max Influence Consulting, the average half-life of a tweet is twenty-four minutes, and so it is acceptable to repost tweets […]

  10. […] you want to risk falling off a cliff for a photo your friends will like and forget within hours, that’s up to you, but don’t force the rest of us to be […]

  11. […] to MtoM Consulting, the lifespan of a tweet is 18-24 […]

  12. SEO Tricks For Tour Operators | Vacation Labs on January 22, 2018 at 11:32 pm

    […] attention span of people on the Internet is really short, just a few seconds that is. The shelf life of a Facebook post is around 150 minutes, for a Tweet, it’s a mere 24 minutes. Within such a […]

  13. […] draw and its greatest challenge for businesses and marketers. With an average lifespan of 18 minutes, you’d be right in assuming that Twitter requires more frequent posting than some of the other […]

  14. Why Social Media Marketing? on March 7, 2018 at 4:46 pm

    […] to MtoM Consulting, a big challenge determining when and how often to […]

  15. […] Die Wahrscheinlichkeit, dass den Tweet danach noch jemand zu sehen bekommt, ist sehr gering. In diesem Artikel erfährst du mehr dazu: Klick’ hier […]

  16. […] like to think it’s all so impermanent on Facebook and Twitter. The marketing nerds will tell you the average tweet has a shelf-life of 12 minutes and the average Facebook update something like 23 […]

  17. […] acordo com as empresas de análise de redes sociais- Simply Measured e MtoM Consulting,  o Instagram só recebe em média 75% engagement em 48 horas, sendo que 50% dos seus […]

  18. […] there’s a good chance you’ll never quite reach that quota. Meanwhile, the average half-life of a tweet is anywhere between 18 and 24 minutes. Finally, more traditional marketing strategies like direct […]

  19. […] a tweet has a very short lifespan of 18 minutes. This means that you have to post more frequently in this site than you would have in Facebook. But […]

  20. 5 Methods To Get More Retweets On Twitter on August 15, 2018 at 11:02 am

    […] solution? To post more of course. Did you know that the average lifespan of a tweet is somewhere between 18 and 24 minutes? If you don’t post often, your tweets will […]

  21. 5 Advanced Methods to Promote Your Content in 2018 on September 21, 2018 at 6:00 am

    […] Create 20 to 30 variants to test in different places. Track the success of each one, keeping in mind the context of the life cycle on each content-sharing platform (I do this in Google Sheets). For example, after just 2.5 hours, a Facebook post usually hits 75% of its maximum impressions, while Twitter engagements reach their half-life in only 24 minutes. […]

  22. […] Créez 20 à 30 variantes à tester à différents endroits. Suivez le succès de chacun, en tenant compte du contexte du cycle de vie sur chaque plate-forme de partage de contenu (je le fais dans Google Sheets). Par exemple, après seulement deux heures et demie, une publication sur Fb atteint généralement 75% de ses impressions maximales, tandis que les missions Twitter atteignent leur demi-vie en seulement 24 minutes . […]

  23. […] Create 20 to 30 variants to test in different places. Track the success of each one, keeping in mind the context of the life cycle on each content-sharing platform (I do this in Google Sheets). For example, after just 2.5 hours, a Facebook post usually hits 75% of its maximum impressions, while Twitter engagements reach their half-life in only 24 minutes. […]

  24. […] Create 20 to 30 variants to test in different places. Track the success of each one, keeping in mind the context of the life cycle on each content-sharing platform (I do this in Google Sheets). For example, after just 2.5 hours, a Facebook post usually hits 75% of its maximum impressions, while Twitter engagements reach their half-life in only 24 minutes. […]

  25. […] Create 20 to 30 variants to test in different places. Track the success of each one, keeping in mind the context of the life cycle on each content-sharing platform (I do this in Google Sheets). For example, after just 2.5 hours, a Facebook post usually hits 75% of its maximum impressions, while Twitter engagements reach their half-life in only 24 minutes. […]

  26. […] Create 20 to 30 variants to test in different places. Track the success of each one, keeping in mind the context of the life cycle on each content-sharing platform (I do this in Google Sheets). For example, after just 2.5 hours, a Facebook post usually hits 75% of its maximum impressions, while Twitter engagements reach their half-life in only 24 minutes. […]

  27. I Love Citations on September 22, 2018 at 2:27 am

    […] Create 20 to 30 variants to test in different places. Track the success of each one, keeping in mind the context of the life cycle on each content-sharing platform (I do this in Google Sheets). For example, after just 2.5 hours, a Facebook post usually hits 75% of its maximum impressions, while Twitter engagements reach their half-life in only 24 minutes. […]

  28. […] Create 20 to 30 versions to examine in various areas. Track the success of every one, remembering the context of the life process on each content-sharing system (I do this in Google Sheets). After simply 2.5 hrs, a Facebook message normally strikes 75% of its optimum perceptions, while Twitter engagements reach their half-life in only 24 minutes. […]

  29. […] Die Wahrscheinlichkeit, dass den Tweet danach noch jemand zu sehen bekommt, ist sehr gering. In diesem Artikel erfährst du mehr dazu: Klick’ hier […]

  30. […] half-life of a Pin is 3-6 months. Compare this to Twitter’s 24 minutes, and it starts to make sense why more work is needed up […]

  31. […] half-life of a Pin is 3-6 months. Compare this to Twitter’s 24 minutes, and it starts to make sense why more work is needed up […]

  32. […] The lifespan of a tweet is notoriously short (around 20 minutes). While it’s alive, there are a few things to make sure it catches the right eye and gets retweeted. […]

  33. source on October 18, 2018 at 11:51 pm

    Very rapidly this web page will be famous among all blogging viewers, due to it’s nice articles

Leave a Comment





%d bloggers like this: