How often to post to Facebook

 Social Bakers studied three months’ worth of Facebook content from major brands and found that top brands average one post per day.

As a general rule, Socialbakers found that posting once per week on Facebook was so low as to lose connection with your audience and posting more than twice per day was crossing the line into annoying.

Its 2011 study found that the sweet spot is five to 10 posts per week.

Additional research by Track Social in 2012 confirmed that there is indeed a drop in response per post beyond the one-post-per-day mark.

When a brand posts twice a day, those posts only receive 57% of the likes and 78% of the comments per post. The drop-off continues as more posts are made in the day.

click to share

However, Track Social went a step further to see the effect that multiple posts per day had on a page’s total responses in a given. In this instance, there was no significant change as post frequency increased. This suggests you won’t lose out on conversations if you increase how often you post.

The below graph represents a composite score of Track Social’s Facebook data. There is a consistent dropoff after the first post each day, but the drop is not as precipitous as you might think.

One caveat: Most of this research comes from before Facebook’s recent algorithm change. These days, the feed values fresh content highly. (As a result, media companies can post four to 10 times more often than brands and still see engagement.) An Edgerank Checker study posted on the Moz blog determined that one way to counteract the algorithm change might be to publish more frequently – as often as you have fresh, compelling content to share.