A recent study conducted by EdgeRank Checker suggests that the average optimal post rate for Facebook page owners is about once in 3 hours.
The study analysed 30,000 posts by over 500 pages with large numbers of followers and concluded that the average lifespan of a post is 3 hours and 7 minutes. Even though every page is different and needs to figure out its own optimal post rate on the basis of the needs and interest of its fans, this proposed average lifespan works well as a general benchmark.
As per the study, a post receives the maximum amount of comments and likes within the three hours of its posting and then the engagement then begins to dwindle. On the other hand, frequent posts eat into each other’s share of attention, and dilute focus and interest.
It must be clarified that EdgeRank does not recommend posting every 3 hours – so many posts in a day would bombard peoples’ newsfeeds and tick them off, and moreover the content could not possibly sustain a high level of quality throughout. As a general guideline, 2-3 posts in a day would be considered advisable, however, this may vary depending on the type of content a page publishes.
What is the optimal post rate for your brand? Share with us.