In 2016 we posted a blog about the lifespan of a social media post and it has been shared hundreds of times. We thought it was time to update the data in case there were some major changes. After looking at our own client posts and some other more recent data from Visibility Planner, Queezly, and Copypress, we created this infographic to give you some guidelines. We looked at the social channels we use most for clients: Facebook, Instagram, Twitter, and Pinterest. In 2016 we also analyzed Snapchat, but currently all of our clients have stopped using it in favor of Instagram Stories.
You can obviously extend the organic lifespan of any post with boosts and paid promotion. The good thing about this is that you can target specific audiences and set a timeline and reach. We also recommend using Facebook Live to extend your reach, content lifespan, and to engage new audiences on Facebook.
One other thing to consider is how often you should post on each channel. If you post too often on Facebook or Instagram, you can ruin your own organic reach of each post. This is different for news sources that can post frequently on these channels. It is much more important to have quality engaging content than constant content.