Social media marketing is a great way to promote your content and increase brand awareness. But, as with any marketing, it has a few challenges. Mainly, content and posts on social media often have a limited time to generate engagement and interaction before they become buried in people’s feeds. For companies and businesses, it’s important to extend your post’s lifespan and create as much engagement as possible. In this guide, we talk about the importance of a post’s lifespan, the longevity of posts for different platforms, and how to extend your social media lifespan with a helpful list of steps.
Image via Unsplash by @jeremybenzanger
The lifespan of a social media post is the average amount of time that people engage with it. This can include how many people like it, share it, or comment on it. Most often, when you post to social media on, the post displays to your followers and the followers of those who share the post.
After a certain amount of time, as more people use social media, your post gets lost in the wave of new content and its lifespan quickly fades. Once your post loses its lifespan, it stops being effective for you and your brand.
Yes, the longevity of a social media post is important. Essentially, the longer a post lasts on a social media platform, the more likely it is to generate additional engagement and reach. There are ways to improve the longevity of your social media content, but it’s not an exact science. It’s possible that some posts might perform well, while similar posts get left in the dust.
That’s why it’s also helpful to understand how long posts last on different platforms and the best time to post them. Knowing the average lifespan of posts can help you improve your content marketing strategy. It can also allow you to understand how those lifespans affect your current content plans. For example, let’s say you know that posts on one social media platform only last 30 minutes. With that information, you can plan to post on that platform multiple times a day.
The longevity of social media content can vary depending on the platform you’re using. It can also change based on the type of content you’re posting. Let’s look at the most common lifespans of social media posts:
Moz conducted a study in 2012 that placed a tweet’s prime of life at 18 minutes. Though the study is almost ten years old, the lack of new data suggests that the lifespan of a tweet hasn’t really changed. Twitter is one of the most fast-paced social media platforms currently available. Because the length of tweets is restrictive and people post multiple times a day, new tweets can become buried quickly.
The average Instagram content lifespan is 48 hours. Because Instagram posts often last longer than content on other platforms, people and companies rarely post to Instagram more than once per day. This also allows brands to increase their level of engagement. For example, if someone comments, likes, or shares the post, brands have a little more time to respond to those engagements. That can help increase an audience’s loyalty and make the brand feel more human.
Facebook is a little slower with turnover time compared to Twitter, but that doesn’t mean posts continue to generate engagement forever. Though the lifespan of a Facebook post can vary, most often it receives about 75% of its overall engagement within the first five hours. It also hits about 75% of its overall reach in the first two hours. From there, it quickly loses steam until it eventually gets lost to incoming posts.
The current longevity of a LinkedIn post is about 24 hours. This can include content posts and updates to your personal or business profile. Because LinkedIn is a professional social media platform, most people don’t read posts every day. They may also avoid the website on the weekends, i.e. outside of business hours. That can mean that some people might not engage or interact with your post until long after you shared it. Because of this, it’s important to check your posts frequently throughout the week to make sure you’re not missing any opportunities for additional engagement.
TikTok is still a fairly new platform. Unlike others, there’s a lot of data and information that still needs to be collected to learn about its content lifespan. But for the moment, many social media users believe TikTok posts decay almost immediately after posting. Of course, this can vary, especially if the video goes viral. A viral TikTok can last for considerably longer, but its lifespan becomes a little less certain after that. Playing and experimenting with certain trends and hashtags on the app can also help increase your post’s longevity.
Though YouTube is more of a hosting platform than a social media site, it can still play an important role in your content marketing. Generally, the lifespan of a YouTube video is anywhere from 20 to 30 days. However, depending on the reach and engagement of the video, it can gain even more traction after its initial lifespan. For example, if a YouTube video receives a lot of comments or likes, YouTube might eventually suggest it to other viewers. From there, it could increase its viewership exponentially.
The longevity of blog posts is generally one year or more. Unlike social media sites, where users continuously post content, brands control their blogs and the content they post there. This can help reduce the clutter of other content and continue to generate engagement. It’s also possible that your blog or article might not rank in Google until weeks or months after posting. One way to help your blogs develop more engagement over time is to develop evergreen content, or content that stays relevant for a longer period.
Need help with blog creation? Try talking with a content marketing agency like CopyPress. We have the experts and tools to help you plan an effective content marketing strategy. Start learning how you can improve your marketing today with our new content marketing analysis tool. Request your content analysis today, offered for a limited time without charge!
WHAT SHOULD YOU FOCUS ON IN YOUR CONTENT MARKETING?
FREE Report: Feel Confident About
the Next Steps in Your Content Marketing
Get a customized content analysis for your business including
how you stack up against your competitors. See where you could
make the biggest impact in your content marketing!
We value your privacy. Period.
Here’s a list of steps to help you improve the lifespan of your social media content:
The most effective way to give your social media posts a longer life is to share great content that continues to resonate with your followers. To do this, you’ll need a content strategy that includes high-quality blog posts that educate and convert your audience. It’s also helpful to have content that builds brand awareness and offers added value to your audience.
Each time you share branded content, take the time to craft powerful messages with effective calls-to-action (CTAs), too. Whether you want your social followers to share, comment, learn more, or buy a product, tell them exactly what to do to increase your success rate.
To make your content last as long as possible on each app, take advantage of platform-specific tools. For example, rather than posting a YouTube link to your brand’s new video, consider uploading videos directly to Facebook. Research has shown that native video can generate 10 times the reach that you can get from sharing a video link. On Instagram and Facebook, the Stories feature allows you to give your image and video content new life. Rather than posting content once, you can repurpose it via Stories, which gives your followers another chance and more time to engage with it.
Posting at the right time increases your chances of connecting with your followers and improving the lifespan of your content. Naturally, posting when your followers aren’t active could drive your content lifespan far below average. In contrast, posting when your audience is engaged and more likely to share or comment can help your social content gain more traction and remain relevant longer.
To assess when your followers are most active, analyze the audience’s insights from each social platform. Then schedule your content to publish at peak times and monitor content performance closely. This can help you engage with your audience and extend the life of your content. There are also general guidelines for social media posting that can help you understand when and how often to post. Those guidelines include:
Asking your audience questions and interacting with them can help the post generate more engagements and extend its lifespan. This can also help you generate more engagement in a shorter amount of time. Many social media platforms have tools that allow you to create polls or ask questions that followers can respond to directly on the site or platform. Another great way to extend the life of your post is to highlight and showcase answers people submit. This can encourage others to answer the question and continue to increase the post’s engagement.
Asking questions is also a great way to learn more about your audience and what they like. Using this information, you can create more targeted, high-quality content. Because you’re creating content that people want to see, you can also extend the general lifespan of your social media posts and improve your customer or follower loyalty.
Repurposing your older content is a great way to recycle some of your best material. It helps your social media accounts generate engagement for popular trends or searches. It also helps you reach new audience members who might have an interest in your brand or content. When repurposing content, first look at some of your most popular social media posts and the engagement they created. Then, see how you can use that post or content in new ways to create even more engagement.
For example, say you posted a how-to video that was very popular with your audience. See how you can use the information in the video to create a blog post or an infographic and share that new content on your social media. It’s the same information as before, but you’re presenting it in a new and exciting way.
Here are some additional tips to help you repurpose your content for your social media accounts:
Cross-posting is simply the act of posting the same content to more than one social media platform. If a Facebook post generated a lot of engagement, try recreating a similar post on Instagram or LinkedIn. Though you might need to tweak the post to fit that platform’s audience, it might still generate a lot of reach and interactions. If you post a video to YouTube and it received a lot of views, share that video on your other social media accounts. This can help continue to generate views on YouTube and create new engagement on each of your social media platforms.
However, it’s also important to mention that putting the same post or content on each of your social media accounts might feel spammy to some of your audience. It’s better to reword or tweak each post so that it feels unique to your audience members. It might even be helpful to stagger your posts. For instance, if you post a blog link to your Facebook, wait a day or two to post the same blog link to your Twitter or LinkedIn.
If you use video content, creating GIFs is a great way to repurpose them and promote your brand. After your video has gained a fair amount of engagement, take certain clips or highlights from the video and create a short GIF. Then, post that GIF to your social media accounts with the video link. This can help you gain further engagement on the video and create new engagement for the social media post.
If there’s dialogue or audio that’s missing from the GIF, be sure to add closed captions so your audience knows what’s going on. Adding text or closed captions can also help make your GIFs and content more accessible and increase your follower satisfaction.
Image via Giphy by @starwars
If you created content that generated a lot of questions from your audience, create another piece of content to answer them. For instance, say you post a picture of your product and a follower asks “How long does this product last?” Take a screenshot of that question and write a quick article referencing the question and answering it. This can help you engage with your audience while creating another piece of content they can interact with and share.
Another great way to do this is to create a live stream or feed where you’re answering consumer questions. Using platforms like Instagram, YouTube, or Facebook, you can have your audience ask you questions and answer them live. Once your live stream or feed is over, write an article that talks about its highlights and share that article on your social media accounts.
Some social media platforms, like Instagram, don’t work well with written content. They also don’t provide an easy way for users to share links within their social media posts. In these situations, it’s helpful to create graphics and images out of your written content.
Do you have an article with a list of tips? Create a fun image for each tip and share them on Instagram. Do you have an article that walks your readers through a tutorial? Create an infographic and put it on Twitter or Facebook. Images and graphics are a great way to share information quickly with your audience. It’s also an easy way to snag their attention and keep them engaged.
When you perform social media marketing, it’s important to understand how long your posts and content last. Having a better understanding of your posts’ lifespan can help you create more effective marketing strategies and increase engagement. This can help improve brand awareness and develop a stronger social media following.
Read More About Social Media Promotion