A very important topic in the kingdom of marketers and community managers is the lifespan of their posts on the different social media. According to a legend, the life of a post would only be a few minutes or seconds! 😱 Knowing that 87% of B2B marketers use social networks to distribute their content, it is easy to understand the importance of this topic.
Even if technically the content you share exists forever, its lifespan is much shorter. Not only it is an important subject, but it is also sensitive and complicated. Why? Because each network has its own point of rupture beyond which your post, although still existing, has already reached its peak in terms of impressions and commitments.
Through this infographic, let’s discover how long you can expect your content to stay relevant on the main social media players.
Let’s explain this infographic
Facebook changed its algorithm from showing posts in chronological order to showing what it thinks you’ll find relevant. That caused a decline of reach for some Pages. This infographic shows that in 2 hours and 30 minutes, a Facebook post hit 75% of its maximum impressions, and 75% of engagement happens within the first 5 hours.
The lifespan of a tweet is extremely short. Indeed this infographic shows that the average half-life of a tweet is 24 minutes. Another study from the SEO consulting company Moz reveal that this number is even more low, around 18 minutes. Information on Twitter move quickly, so brands need to post more often.
Like Facebook, Instagram’s algorithm shows posts that it thinks you’ll find important. In plus on Instagram, a post lifespan greatly depends on its quality. The infographic shows that posts by top brands receive 50% of their comments within the first six hours and 75% within 48 hours. It also been found that higher-performing posts can take up to 13 hours to get the same amount of comments. That means high-quality content has a longer lifespan on Instagram.
Pinterest is a social network that allows for long-term engagement. This is largely due to how pins work. Indeed they can be rediscovered, re-pinned and thus put forward by other users well after their first display on the network. Especially if they are optimized with relevant keywords. This increases the overall life of a post.
Can be seen only over a period of 1 to 10 seconds, snap naturally have the shortest lifespan. But with the Snapchat Stories users can create content that can be viewed for up to 24 hours. In terms of traditional marketing, it’s still a short period, but in the world of Snapchat, it is like few days on other social networks.
The lifespan of content on social networks is very ephemeral! As brand, it’s important to understand your audience and know the optimal time to post. Test various periods to track engagement, and try different ways of communicating the same message.
And as new way to spread your message, try the interactive content. They are a powerful way to attract more people, keep their attention longer and generate better engagement. Even with short lifespans as we just seen, interactive content can be extremely viral. In 2013, the New York Times reported that their most visited content that year was the interactive quiz “How Y’all, Youse and You Guys Talk.” It was published on December 21 and before the end of the year (less than 10 days) it beat the record in terms of views of this year 2013!