In our new ‘how often should you’ blog series we’ll be looking at different elements of b2b marketing communications and explaining how, why and when you should revisit, update, post, publish and throw out. The big question we’re answering this week is how often should B2B companies post on social media?
b2b has learned to embrace social media
Five to ten years ago, resistance to social media was strong in the b2b world. From believing it to be a flash in the pan that would never last, to taking a push-only approach that echoed sales practices of old, it’s been a tricky and sometimes steep learning curve.
Whilst consumer-focused accounts are still some of the biggest names in social, b2b has found its place amongst them and carved its own path – from industry-specific discussions like #TradesTalk to using polls and live video streaming to cover installations and events and gathering opinions on tools and sector news – like the decision to ban fossil fuels in new homes from 2025.
Social media is not all for one and one for all
Most b2b business focus on two or three main channels – namely a combination of the four main platforms; LinkedIn, Facebook, Twitter and Instagram. One of the most consistent mistakes we see is businesses treating each one the same in terms of content and posting habits but it’s important to see the platforms as individual strands that weave into your wider PR strategy in different ways and for different reasons.
Knowing what posts work, when they work best and how often you should post can play a big role in how these channels work to drive traffic to your website and influence how people engage with what you post. It doesn’t help that there’s lots of different information available online and that our perception of success can be skewed by a minority of popular profiles or people who achieve five or six figure posts – often for saying things that sound, well, basic and a little obvious.
Here, platform by platform we answer, how often should you post on social media?
1.How often should you post on LinkedIn?
LinkedIn’s own advice implies that by posting at least once per month, a business account can gain followers 6x faster than those that don’t. For example, company pages with at least 150 followers can typically see 5x more company page views than those with less followers. However, scheduling tool Buffer suggests that 20 posts per month or once per working day will help you reach at least 60% of followers on LinkedIn.
With recommendations that vary between once a month and once every working day, where is the middle ground? For many small businesses without an external or internal marketing function finding something to post, and something that’s interesting to their audience, is difficult.
We’ve found that posting three times a week with a mix of video, case studies and news is the most effective system for consistent engagement in terms of likes and comments.
2. How often should you post on Facebook?
Oh, Facebook. The reality is that organic reach, that means non paid for posts, is pretty much zero. Posting to any great success on Facebook takes hard work and a lot of effort. But, it can work for b2b as a place to build a community around a product, brand or topic.
Again the information on optimal posting ranges from twice a day to a few times a week, but once a day is ideal. Interestingly, data from Buffer shows the likes and comments drop off beyond twice daily posts. That could be because they’re not being seen due to Facebook’s challenging algorithms, or it could be that people are just a bit bored of seeing your posts.
Regardless, we recommend supporting post on Facebook with paid social media advertising – from boosting posts to promoting events and offers. For small budgets you can get decent results.
3. How often should you post on Twitter?
Twitter is the F1 of social platforms, every second, around 6000 tweets are posted, equating to around 500 million per day, refresh and that tweet which caught your eye is gone. But clogging up streams with tweet after tweet (especially if you’ve made the smart move to switch back to seeing most recent tweets first) can get annoying.
A Social Bakers study found that engagement slightly decreases at posts beyond the three tweets mark, but Twitter is a place for conversation, so whilst you might share three tweets, it’s worth investing a little time each day to join conversations, reply to accounts your follow or participate in a Twitter Hour – a trend which has seen a resurgence of quality discussion in the last several months after and oversaturation led to heavily sales-focused noise.
It’s also worth noting that according to Hubspot, b2b tweets perform 16% better during business hours compared to b2c tweets performing 17% better at the weekend.
4. How often should you post on Instagram?
Instagram is all about consistency, visibility using hashtags and aesthetic appeal. It’s a slow burn for b2b, it takes around 6 months to build a decent following. On average, most brands tend to post between once and twice a day. As a general rule, posting more will increase engagement and earns followers faster. But this is a general statement, if you’re in a niche industry finding the right hashtags to use is extremely important – do the research and keep a record on a spreadsheet or document of the top 20 to 30 that apply to your sector.
Out of all social media channels, Instagram is the platform where users tend to be snobbier, protective and particular. If you’re constantly getting in the way of someone’s aesthetic feed with poor quality and pointless boomerangs, then they’re probably going to unfollow you.
Analyse and adapt
Whether you’re new to social media or you’re revamping your strategy, these recommendations are a basic framework of how many times you should be posting, but finding your own rhythm on what works and when is mix of patience and consistency and monitoring – use the analytics on each to understand what’s working and what’s not and adapt.
Keep in mind that while you may be all for posting seven boomerangs a day of the office chair swizzling around among four still posts, including breakfast and lunchtime beers, posting on social media always comes down to quality over quantity, and consistency over frequency.