How Frequently Should I Publish on Social Media? A HubSpot Experiment

 Social media can be an overwhelming place — even for the experts.

Which networks should they use, what should they write, how frequently should they post, and does the time they post really matter?

I wanted to answer these questions for marketers once and for all: How frequently should social media marketers post on Facebook, Twitter, and LinkedIn to get the most bang for their buck? And when they should do it?

I analyzed HubSpot customer data for one week during the month of June — comprised of a total of roughly 10K different accounts on each different platforms, as well as 15K posts to LinkedIn company pages, 25K posts to Facebook business Pages, and nearly 60K posts on Twitter.

→ Free Download: Social Media Calendar Template [Access Now]

Should I Publish More or Less Often on Social Media?

How frequently you post on social media will depend on a number of factors, namely how the platform works and the ecosystem on each platform you choose. With chronological-based social media platforms, such as Twitter, a high frequency is better — the more you post, the more visibility you get. However, for algorithm-based social media platforms, quality content beats frequency of publishing as too many posts can cannibalize performance.

This rule of thumb corresponds with how businesses have adapted their social media publishing schedules to meet audience demands. According to HubSpot's Not Another State of Marketing Report (2020), out of 3,400 marketers surveyed, the majority post between 1-6 times per week.

the most common cadences for social media publishing frequency

 

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When's the Best Time to Post on Twitter?

Time generally doesn’t matter — that's right, you heard it here. There’s some uptick in the number of clicks at the very end and very beginning of the day, but we also see a lot less volume during that time so it’s not a statistical trend.

Post on Twitter whenever is convenient for you. Your focus should be on content, not on the time of day.

best time to post on twitter clicks.png

Which Is the Best Day to Post on Twitter?

For most tweets, there’s no difference in the day of the week that you post.

For really good tweets — the ones in the 95th percentile — there could be some benefit to posting on Sunday, Monday or Tuesday, but it is not terribly significant.

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