How Posting to Facebook Can Harm Your Brand

June 16, 2016


 

As a small business or brand owner, it is most likely that you either have or thought about a Facebook account to support your idea. Facebook, with over one billion regular users of the site, has the potential to really bring your brand to the forefront and get people interested in the service, product, and business you offer. With the ever-changing Facebook algorithm that determines what and how a user will see content posted to their timeline, many people are left wondering exactly how often they should be posting content, news, and updates to Facebook for the most meaningful interactions with their brand.

Ideally, you should be posting to Facebook 1-2 times per day, meaning up to 14 times each and every week. Does this seem like a lot or too little? There are some good reasons to abide by this number!

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Why You Should Post Two Times a Day to Facebook

  • Facebook newsfeeds are ultra-competitive, and users see a lot of information each and every time they log on. Posting good, high-quality links and information can help your posts be seen more often.
  • Engagement helps determine how high up a newsfeed a post appears. Posting on Facebook with the aim of connecting with your audience or having posts shared can lead to more people seeing your images. Consider what your audience would like to see and share- be sure to post along these lines!
  • Just because someone has liked your page doesn’t mean they’re coming back to it. Showing up in their newsfeed is the best way to engage the audience that has already shown a “like” to your brand.
  • Data has been used by large and small businesses alike to gauge posting frequencies. Nearly across the board, it is suggested that posting less than once/week actually works to disengage your audience with your brand, while posting more than twice per day is seen as excessive. Many large brands with thousands of followers range at least one post per day.
  • The life-cycle of a good Facebook post is around 6 hours, with nearly 75% of all engagement occurring within the first 5 hours that a post is online. Therefore, this first impression is really important for your Facebook content.
  • Facebook allows a range of posts that users can choose to engage their audience with. From text to image to video, the best way to share a message is largely supported by this social platform. Noteworthy, however, is that images and videos significantly outperform text update.
  • Posts at different times encourage others to engage with them differently. Posting once may be in a “hot zone”, where a lot of users are also posting to their social channels. Increasing the frequency of your posts (and spacing them out properly) can help catch users that may be missing your other posts.
  • Information and posts can be repurposed. If you don’t quite have something new to share every day, reposting a relevant news topic with your opinion or brand information added, or re-posting old blogs can help bring new life to something shared over and over. Posting often doesn’t need to be stressful! Just consistent.
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Did you know that from your Facebook business page, you’re able to monitor your competitors? Under the “Pages You Watch” function, you can add other business Facebook accounts, and see how many times per week these pages are posting and what their engagement level is. One helpful hint here is both to add your direct competitors and others within your niche. You’ll begin to get a baseline for what is expected or how you can take your brand to the next level using Facebook posts!