Digital CPG Blog

If you’re wondering just how often you can engage with your customers, here’s the latest:

The average news feed post by a Facebook Page receives Likes and comments for 3 hours after being published. To maximize the engagement, impressions, and traffic driven by the news feed, Facebook Page owners should wait at least 3 hours between posts.

This new finding from a study by Facebook Page analytics company EdgeRank Checker could help Page owners avoid cutting short the lifetimes of their posts and overshadowing them with new content. Each Page is different and needs to find its own optimal posting frequency depending on its content and audicence, but no more frequently than every 3 hours is a good general guideline.

Last month after Facebook changed the news feed in September, EdgeRank Checker analyzed 30,000 posts by over 500 Pages with an average fan count of 140,000. The company defines the end of a post’s lifetime as when it receives 10% of the engagement per hour as it did in its most popular hour. It’s important to maximize engagement because this influences the EdgeRank, or news feed visibility of a post and a Page’s future posts. Engagement is also strong indicator that a post is being seen and receiving clicks for Pages looking to drive awareness or traffic.

The study found that the average post lifetime was 3 hours and 7 minutes, while the median post lifetime is 2 hours and 56 minutes. After a post’s death, it only receive a trickle of engagement and there’s little lost by posting again.

Of course, just because you can doesn’t mean you should post every 3 hours. Once to twice a day is plenty! Have you tested when and what to post on your Facebook page?