Social media posting: How often should a brand really share?

For about as long as social media became a natural component of digital marketing, brands have wondered: “How often should I post?”

Obviously, no one wants to post too much or too little. As of 2022, there are about 4 billion social media users across all platforms, and the average amount of time an adult user spends on social media is higher than ever at 95 minutes per day.

Your target audience is part of these statistics, and you don’t want to miss the opportunity to connect with them by not posting at the right frequency.

If you’re not posting enough, you risk being forgotten by your audience. If you post too much, you risk being a nuisance to your audience and probably even the platform’s algorithm that you’re posting on.

Simply put, the perfect frequency on any social media platform is to post as often as you can consistently that’s quality content (not just posting for the sake of posting). But let’s break down the official recommendations by platform (on both frequency and timing) so that you can see how your brand stacks up and whether there are any opportunities to optimize your posting frequency in your social media marketing strategy.

Social media posting on Facebook

The general best-practice recommendation on Facebook is to post once per day, with a maximum of two posts per day.

Pages with fewer than 10,000 fans experience about a 50 percent decrease in engagement per post if posting more than once per day.

On the flip side, you’ll want to post on your Facebook page at least three times per week at minimum.

As far as timing, general recommendations suggest the afternoon, but it’s important to test this out with your own audience. Keep in mind that your specific audience might have different usage habits, and simply following a general recommendation that everyone else might be striving for could just leave you lost in the crowd. Experiment and pay attention to your Facebook Insights to understand what times work best for your brand.

Check out our six Facebook marketing tips that you should know.

Social media posting on Instagram

The general best-practice recommendation on Instagram is to post at least once per day but no more than three times per day.

The bare minimum is at least once per week, with a better, suggested minimum of at least three times per week.

Definitely avoid publishing several posts in quick succession or disappearing for weeks at a time. It’s all about consistency.

As far as timing, general recommendations suggest early morning or midday, but just like on Facebook, you’ll want to experiment to determine what timing is most successful for your audience. Keep an eye on Instagram Insights as you test out different times.

Check out our 16 Instagram marketing tips that you should know.

Social media posting on Twitter

Studies on Twitter posting frequency do vary wildly, with a suggested range of once per day to 51 times per day. But general, best-practice recommendations advise three to 30 times per day, which can still be a big range to consider. This is because tweets have such a short “shelf life,” so regardless of what frequency you go with, you’ll want to make sure to spread your tweet out throughout the day.

Truly, the bare minimum frequency is once per day, but you will do better with three to 6 tweets per day. The optimal sweet spot for many brands is about 15 to 23 tweets per day. Definitely avoid disappearing from Twitter for weeks or months at a time because you’ll lose followers. 

As far as timing, weekday mornings typically perform well, but you’ll want to experiment for your audience. With timing and especially because the frequency recommendation is such a big range, testing is key. Monitor your Twitter Analytics to find the best mix for your brand.

Check out our eight Twitter marketing tips that you should know.

Social media posting on LinkedIn

The general best-practice recommendation on LinkedIn is to post at least twice a week but no more than once per business day.

Ideally, you’ll want to post once per business day.

Just like with other social media platforms, you don’t want to disappear for weeks at a time. Consistency is always key.

As far as timing, mornings are best. As always, monitor the performance of your LinkedIn posts. You never know if a general recommendation is best for your audience until you test it. 

Check out our six LinkedIn marketing tips that you should know.

Social media posting on YouTube

The general best-practice recommendation on YouTube is to strive for uploading a new video weekly. Of course, the challenge is that video content especially can require time and resources to produce quality content. While the recommendation is once per week, don’t overcommit to what you can realistically do.

You also should set appropriate expectations with your audience by sharing your posting frequency on your YouTube channel. Resist the temptation to disappear for weeks, though. Setting a plan and sticking to it can help maintain consistency.

As far as timing, midday on Thursdays and Fridays is recommended, while Mondays and Tuesdays are considered the worst days to upload on YouTube. Test it out, though. Your audience may always vary from nationwide trends.

Check out our 20 tips to grow your YouTube subscribers.

Social media posting on Pinterest

The general best-practice recommendation on Pinterest is at least three posts per day, with a maximum of 25 posts per day. 

Because this is such a wide range (similar to Twitter), consider your bare minimum one pin daily, with a better frequency being three to five pins daily and the optimal frequency being 10 to 25 pins per day. Of course, this entirely depends on your brand’s bandwidth to create and publish new pins for Pinterest.

Make sure that you’re focusing on new pins since Pinterest has been prioritizing them since 2019 and not overly relying on re-pins. You don’t want to repeat pins frequently or post them to more than 10 Pinterest boards.

As far as timing, late night is a recommended time for publishing on Pinterest. Make sure to test this with your audience to see what the best time might be for your brand.

Check out our six Pinterest marketing tips that you should know.

Social media posting on TikTok

Even though TikTok is a newer social media platform for brands to consider, it appears that the general best-practice recommendation is to post at least one quality video per day. But three videos per day is best.

At bare minimum, you at least need to post several times per week.

As far as maximum videos, opinions vary. Many suggest no more than four or five per day, while some suggest that there is no such thing as posting too much on TikTok. 

As far as timing, general recommendations suggest early morning or late night, but experiment with your content and audience to find what works best for your brand.

Check out our 15 TikTok marketing tips that you should know.

In conclusion

Again, the idea of optimal social media posting frequency for your brand truly comes down to:

  • Your resources and bandwidth to create quality, engaging content.
  • Your target audience’s behaviors and social media usage habits.

If you are considering increasing your posting frequency to meet generally optimal levels, a content calendar can help you stay organized.

While you’re evaluating your social media posting frequency and timing, consider leveling up your digital marketing strategy. DailyStory specializes in automation, email marketing, audience segmentation and more. Level up your process, and schedule a free demo with us today.

TikTok: 6 tips to get verified as a business

If you’re looking to include TikTok, which is only growing in popularity, in your digital marketing strategy, you also should consider how to get your account verified.

TikTok is a video-based social media platform that encourages engagement around short, vertical video clips. The app has increasingly penetrated popular culture with its various hashtag challenges and viral stars.

As of January 2022, TikTok has 1 billion monthly active users globally. It also boasts the highest social media engagement rates per post.

If your target audience is younger, TikTok might be a “must” rather than a “maybe” in your marketing plan.

But once you create an account, how do you go about getting it verified? Verification is the process that many social media platforms have to confirm that you are you, in the simplest sense. In a world of fake accounts, verification is more important than ever. The benefit of verification is the immediate authenticity and trustworthiness that occurs with that checkmark next to your account handle, which can help grow followers. Your audience knows that the account is truly you and/or your brand.

But verification on TikTok is not a one-size-fits-all process. Unlike Instagram and Twitter, TikTok does not accept requests from users who want to get verified, which can lead to some confusion. In the case of TikTok, it’s a game of “Don’t call us … we’ll call you.” And that call only happens when TikTok perceives you to be a quality account based on consistent activity and viral engagement. In other words, to get verified on TikTok comes down to having a strong strategy on that platform. 

The following are six tips to get verified as a business on TikTok.

Think through your TikTok strategy

Success on TikTok does not just happen. It involves a robust content marketing strategy that’s based on data about your target audience and more.

Do not improvise. Plan out your content and invest the appropriate time and energy into content that will connect with users. You can follow competitors’ accounts for inspiration (what you might want to do and what you might want to avoid).

You also can get organized by creating and using a content calendar.

Follower growth matters

While TikTok won’t say whether there’s a specific number of followers an account must have, it has been seen that the rate of follower growth matters.

Ensuring that your content has value is a great start to growing your followers. But beyond that, consider cross-promoting your TikTok presence on other platforms. Many times, you have to make it extra obvious where your customers and fans can find you.

Focus on post-engagement rates

Consistent posting is key to building up your engagement rates on TikTok. At the same time, quality content matters. 

Regularly brainstorming video ideas can help keep your content fresh.

You also may want to loosely storyboard your idea for an upcoming video so that you can not only be more efficient during the creation process but also more effective.

Keep your audience in mind. Consider their interests, hobbies, challenges and problems. Never stop experimenting with:

  • Popular trends currently happening on TikTok
  • Making high-quality videos
  • Using popular music and other sounds
  • Keeping your videos as short as possible

The hope is that you won’t just grow your engagement rates over time, but you’ll also hopefully go viral from time to time. While going viral can improve your likelihood of getting verified, don’t obsess over it. Keep it simple. Stay focused on posting the best content you possibly can for your audience, and don’t forget to have fun with it.

Go with your niche

You can’t be everything to everyone. In fact, you shouldn’t be if you want to reach the best potential customers for your business.

This is true on TikTok. Your business likely already specializes in a niche within your industry. How do you express that on other social media platforms? How do you want that to be expressed on TikTok specifically?

Niche content can contribute to attracting and keeping a following, which will help get you verified on TikTok that much faster.

Collaborate with an influencer

TikTok influencers can offer a wealth of creativity and reach, depending on who you decide to work with. Plus, if you’re struggling with your content strategy and creation, an influencer could be exactly what you need.

If you’re new to the world of influencers, check out our seven tips to know before starting your first influencer marketing campaign, whether it’s on TikTok or another social media platform.

Consider your other social media accounts

It might sound counterintuitive, but having a strong presence (and even verifications) on other social media platforms can actually help you get verified on TikTok.

So, while you may want to level up your presence and strategy on TikTok, do not shortchange your other accounts. They all matter. 

Check out these eight most common social media mistakes to avoid so that you don’t get tripped up.

In conclusion

Because the path to TikTok verification is not straightforward, it’s important not to give up. This process can take time. 

TikTok is looking for authenticity, engagement and consistency in the accounts it will verify. (Verification can’t even be bought, only earned.) Stay with it and continue experimenting. The verification payoff will be worth it.

While you’re diving deeper into TikTok for your business, consider your digital marketing process. Is it everything you want it to be? DailyStory features automation, audience segmentation and more. Schedule your free demo with us today.

Instagram or Facebook Reels: 7 best practices for small businesses

With the increasing popularity of Reels (particularly on Instagram), small businesses should take note as part of your social media marketing strategy.

Reels is a feature where users can create and share fun, short videos using a catalog of music and other media. More specifically, they are 15-second, multi-clip videos that can have sound, music and other effects added to them. 

If you’re familiar with TikTok videos, then you’re familiar with the capabilities of Reels. 

About 61 percent of Generation Z TikTok users are leaning toward using Instagram Reels.

Find out more about Reels and three reasons why you should consider using them.

Of course, any success with Reels doesn’t just happen. The following are seven best practices for small businesses using Reels on either Instagram or Facebook.

Best practice #1: Highlight brand individuality

Reels is all about unique content with a thoughtful storyline. In other words, it’s a blank slate for out-of-the-box creativity.

However, if you’re struggling to brainstorm ideas that you can take to the next level (creatively speaking), consider:

  • Sharing company culture
  • Announcing new product launches or offers
  • Creating how-to tutorials
  • Displaying your product or service in an attention-grabbing way
  • Revealing insider tips and tricks
  • Repurposing past content that has performed well
  • Showing what happens behind the scenes
  • Highlighting before-and-after moments

Experiment with hashtags, text and captions. Research what is trending and what your competition is doing. Don’t be afraid to think outside of the box, whether that with the use of camera angels, audio, etc.

Just be wary of hard-selling too much. Viewers won’t have an appetite for it, and over time, you’ll struggle to build your reach and engagement on Reels.

Best practice #2: Think vertical and consider file size

Like Stories, Reels content is vertical. This might not be a big stretch for content creation if you’re already creating content for Stories, TikTok and/or Snapchat. 

But it can be an adjustment if you haven’t stepped into those other features and/or platforms yet.

As far as file size for Reels, it’s not a huge concern if you’re creating your content within the platform (either Instagram or Facebook). However, if you plan on importing any cllips for your Reels video, keep these characteristics in mind:

  • The recommended Reels size is 1080 by 1920 pixels.
  • The recomended aspect ratio for Reels is 9:16.

If the size is not accurate, you could end up with an awkwardly cropped Reels clip. 

Best practice #3: Balance authenticity with quality

Reels allows for fun, authentic content, but on the flip side, you still want to balance that with well-produced clips.

Take the time to plan, execute and edit your Reels video clips so that you can walk that line and hit that balance every time to best engage with your target audience. Choosing the right audio is a big piece, so don’t rush the creation process.

We recommend using a visual storyboard process to plan your Reels clip frame by frame. But truly, practice makes perfect. Keep experimenting and creating.

Best practice #4: Avoid watermarks

It’s probably not a surprise that since Facebook is aiming to compete with TikTok by implementing Reels, your content will not be as successful if it has another platform’s watermark on it.

For example, if you create a TikTok video on that platform and then save it to upload it to Instagram Reels, there will be a TikTok watermark in the corner of that uploaded clip.

To avoid this, you’ll want to create original content within Instagram or Facebook Reels so that it can play nice with those platforms’ algorithms.

Best practice #5: Add a custom Reels thumbnail

By creating a custom Reels cover, you are taking the power of your content into your own hands. The cover is the first image users see when they come across your Reels video clip.

Make sure that you design an image that is not only eye-catching but also true to the content users will see by watching your clip.

You can add the cover by clicking on “Cover” after creating your Reels clip. You can then add the image from your gallery.

Best practice #6: Optimize the sharing of your Reels

Once created, Instagram specifically allows you to share the video clip to the Reels tab, where your followers can then access it easily on your profile.

Be sure to share your Reels clip to your feed as well so that it’ll show on your main profile view alongside your other feed posts. You can also save it and share it at a more optimized time for your audience. While various “best time to post” articles exist online, the key is to think about your target audience’s time zone and when they’ll likely be engaging with your content.

  • When they wake up?
  • During lunch?
  • Toward the end of the traditional workday?
  • After dinner?
  • Before bed?

From there, experiment with timing to get the best sense for your brand account since every brand is unique with a different audience.

With a public Instagram business account (rather than a private personal account), your Reels clip could be picked up and suggested to users at large in Instagram’s main discovery Reels tab.

Learn more about the difference between personal, creator and business accounts on Instagram.

Best practice #7: Monitor your Reels performance

Just like with any other feature or even platform, tracking your metrics is critical to understanding what works best for your target audience and what isn’t working at all.

You’ll be able to view reach, likes, saves, shares, comments and plays. Keep in mind that the number of plays can be higher than your reach since users can watch a Reels clip more than once.

Your Reels analytics are located within Instagram Insights on the Instagram app, which is only available for business accounts.

Reels analytics for Facebook pages appear to be in the works as of 2021.

Still embracing TikTok? See our 15 tips to better market your brand on the video platform.

As you’re looking into expanding into Reels, consider leveling up your digital marketing with DailyStory and our 21-day free trial. Features include automating various marketing tasks, dynamic audience segmentation and more. Schedule your free demo with us today.