Ian asks, “How often should I repost content on social media channels like Twitter and Facebook and Instagram? How much is too much?”
Let’s dive into our analytics to answer this question. You’ll need the analytics for each of the social networks you use, as well as a web analytics package like Google Analytics. There are several answers; choose the answer that’s right for you based on the time and resources you have available.
Can’t see anything? Watch it on YouTube here.
Listen to the audio here:
- Got a question for You Ask, I’ll Answer? Submit it here!
- Subscribe to my weekly newsletter for more useful marketing tips.
- Find older episodes of You Ask, I Answer on my YouTube channel.
- Need help with your company’s data and analytics? Let me know!
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.
In today’s episode, Ian asks, How often should I repost content on social media channels like Twitter and Facebook and Instagram? How much is too much? This is a fun question because a lot of people forget that their experience their personal experience is not their audiences experience this is a critical thing to think about what you like is not necessarily what your audience likes, unless your audience is exactly like you. A lot of times that’s not the case. So we’re gonna dive into a couple of different analytics tools to answer this question. There are several answers. Just pick the one that’s right for you.
You’ll need Google Analytics or a web analytics package of some kind. And you’ll need your social media analytics. Let’s dive first into we’re going to go first into Twitter’s analytics just keeping in mind at a very top level, having in mind the number of followers you have on Twitter when you make this assessment. So in this case, I have about 100,000 followers. And these are all the tweets and the impressions, the engagements with them. So as I scroll down here, we start seeing on the tweets in the anywhere from around 1000 people see any given tweet and might say, 1000 people. That sounds great. Yeah, but with 100,000 followers, that’s 1% so on Twitter. Certainly I could be reposting the same thing dozens or hundreds of times and there’s no guarantee that that even more than a tiny fraction of my audience will see any one thing on the organic side so that I could qualify this is organic meaning unpaid social media now if you go to Facebook go to your Facebook posts you’ll see very similar so my Facebook page I think has about 2000
fans likes whatever
and we can see you again right anywhere from 2030 or so so we’re talking one and a half maybe 2% of my Facebook following on my my Facebook business page is seeing my Facebook posts again could repost the same thing over and over and over again if I wanted to and not tire out the audience. Now both of these are good for getting a sense of just at a wrong number. How much could you repost. But what we also want to understand is how much of our audience is a loyal audience? Would would we burn out the same 20 people and and drive our engagement rates even lower? The answer to this question is going to be found in your web analytics. As long as you are sharing stuff that links back to your website on a frequent basis. So to go into Google Analytics, and here we’re using the active users report, the active users report is one that a lot of folks don’t use. Because it’s not real clear. Well, it works,
there’s a little help thing here. And in the health thing, it’ll tell you, if you actually scroll down, read the to the end the manual, it tells you what to do with this data. Essentially, when they show you one 714, 28
days, it explains the help documentation that it’s the number of users who were active within that time frame.
So let’s take a look here at I’ve got all my site users, then I put in Facebook, LinkedIn, and Twitter, you can put in any social channel you want, as long as you’ve defined the segments in advance. So make sure that you’ve defined those custom segments prior to and the the line charts not super helpful here. But we do want to look at the numbers. So within the this time frame, look at the number of people who are active as you know, relatively recently, 14,000 total on my website, 641 from Facebook, 288 from LinkedIn, and Twitter. And then look at the decay rate. Look how how quickly the case study people now who are active within the last week, the Facebook declined some LinkedIn declines a lot, Twitter to cons a little. And we keep going across, across across. And we see now here, Facebook loses about half of its audience over the 28 day period, right? LinkedIn loses almost all of its audience. And Twitter loses about half of its audience as well. So even in these numbers, looking at these numbers, I could say if I repost it over and over and over again to my website of the people who are seeing it, even half of those people, we wouldn’t burn them out. Because they would be they it’s not the same people. If it was the same people, these numbers would be higher. Now, if I wanted to pick a channel where I thought I would do the least amount of annoyance to people who are loyal in the sense that the algorithms have decided to keep us connected. That will be LinkedIn because 300 to start 40 at the end means that people really aren’t seeing stuff over time. Facebook and and Twitter. You know, there’s some reasonably some reasonable loyal audience loyalty that which means maybe I don’t want to just hammer something home, like over and over and over again, if if it’s a particular piece of content, that’s a promotion or something, I might want to do that, but certainly not organic stuff. But LinkedIn, Hit him, hit him hard, because it’s not the same people. It’s not the same people at the beginning of the month, that is the end of the month, at least in terms of people who are active users coming from LinkedIn to my site. So that if if there was a channel where I would want to double down on the on the post frequency and the type of content I would share, it would be on LinkedIn. So
to answer his question, how often is too much, honestly, the way the algorithms work, there is no such thing as too much. Unless you’re getting absolutely no engagement. If you’re getting no engagement, you’re going have to pay, you’re gonna have to pay up to the social networks to say, hey, I need people to see this stuff. And if people still don’t click on your stuff, even after you’re boosting posts are running ads, then your content is not very good.
people aren’t going to click on it no matter what. So first step, look up a network that has the lowest loyalty through your web analytics, and try posting more frequently to it. And if your numbers don’t change, where they get worse, then you know, that network is going to be almost exclusively pay to play for you. For the other networks, time, try out different phrasing, try out different language in the posts, but that go to the same destination, see if you get some some love out of that. And the last thing I’ll say on this, look at the all users number, look at how large that is compared to the social networks, number,
balance and budget, your time and effort and resources accordingly. If most of your traffic is coming from somewhere else,
these days, the way algorithms work, you’re better off doubling down on what you’re good at what gets you traffic then you are trying to bolster a week channel unless that week channel is a strategic priority. For some reason. If your cmo says we must be on Facebook,
then you got to do what the boss tells you to do. But double down on what you’re good at. Focus on what you’re good at and you will in the long run get better results out of it. So something to think about there. As always, please subscribe to the YouTube channel and the newsletter I’ll talk to you soon one help solving
your company’s data analytics and digital marketing problems. This is trust insights.ai today and let us know how we can help you
You might also enjoy:
- Experience TV Episode: AI and Marketers
- Four Requirements of Great Marketing Data Visualization
- AI for Marketers, Third Edition, Available Now!
- What is Ethics in Marketing?
- How to Prioritize Content for SEO Optimization
Want to read more like this from Christopher Penn? Get updates here:
Get your copy of AI For Marketers