How often to post or share an Email on social media

Tips for planning the timing and frequency of sharing emails and posts on social media

Whether you're sharing an email or just reaching out to engage with your existing audience, it can be daunting to figure out how long to share information or how often to post on social media. The goal is to maximize your engagement without spending more time than necessary before social media starts interfering with your everyday work tasks. There's no one-size-fits-all approach, but there are lots of factors that can help you determine your strategy:

• Social platform you're using - Each social platform has a different environment, and the key to understanding it is to spend some time on the platform to see what it feels like. On one hand, LinkedIn is business-oriented and has the slowest pace of all the social platforms. Content on LinkedIn is geared toward sharing expertise with other professionals and is therefore high quality and highly strategic. On the other hand, TikTok is personality-oriented and has the fastest pace of all the social platforms. TikTok is driven by fast-paced trends that can change almost daily, and the content is short, raw, and attention-grabbing. Instagram and Facebook fall in between at a medium pace. Content on Instagram and Facebook is more curated and designed to build trust and brand awareness over a long period of time through storytelling and high-quality visuals.
• Size of your audience - If you have over 10,000 friends or followers, you can post more often to increase the chance that more people in your audience see it. If you have a smaller audience, posting at least three times a week, up to once a day, on Facebook, Instagram, and LinkedIn, and at least six times a week, up to twice a day, on TikTok is plenty.
• Time of day - You want to post when your audience is around to see it, but you also want to be able to respond, too! For example, LinkedIn is a networking site for business professionals, and they typically visit during traditional business hours. TikTok has the youngest user base, and usage increases after school or work hours and on the weekends. Almost every demographic uses Facebook and Instagram, and people tend to check them in the morning before work or school, during a commute, during a lunch break, or at the end of their day, so you have more flexibility with your posts.
• Content variation - If your posts cover lots of different topics, you can post more often. If you're posting about the same thing over and over, you don't need as many posts to get your point across. If you do post frequently, make sure your posts are well-timed to reach your audience and change the wording a little bit so readers don't get bored with the same content. Think quality over quantity, too; a quality post is more likely to be shared by your friends and followers! The exception to this is TikTok; quantity is more likely to increase your engagement.
• Engagement of your audience - All of your social media connections stand a chance of seeing your post in their feed, but only the ones that are most engaged with you will visit your page and look at your posts. If you have a smaller group of vocal supporters and don't hear from anyone else, you can post less, but engage in the comments more. If your audience is larger and doesn't engage that often, you can post a little more and engage in the comments when you see them.
• Sense of urgency - Are you trying to fill seats at an event or need information from your audience on a deadline? You can reflect this with more frequent posts. If you refrain from doing this all the time, it creates a sense of urgency that your friends and followers can respond to.

Over time, you'll get a better feel for what works with your particular audience on each social media platform. And don't forget, the number of times you post is only part of the equation! Make sure to check your posts at least once a day to engage with anyone who has left comments and get an idea of likes and shares. If you use Facebook or Instagram, you can check and respond to comments from within your Constant Contact account!

Be a Better Marketer: Want to learn more about when to engage with your audience on social media? Check out these tips for how often to post of Instagram, Facebook, TikTok, and more.

Questions?