Dan Zarella, HubSpot's Social Media Scientist, used 2-years worth of data to figure out the optimal post frequencies for Facebook and Twitter. As it turns out, there is an optimal time to tweet and post, as well as a favorable frequency of updating that will lead to peak results.
The data showed that for Facebook, posting once every two days was optimal frequency for generating likes. For Twitter, tweeting between 1 and 4 times per hour proved to be the most effective frequency (as determined by the average click-through rates of tweeted links).
Test post frequency to find your sweet spot for each social network
And while these numbers can serve as great reference points, it's important to remember that your ideal posting frequency will depend on how many overall posts are filling the feeds of your social followers and subscribers.
For example, if the majority of your Twitter followers only see around 20 total new tweets in their feeds every hour, and you tweet at a rate of four times an hour, that amounts to 1 in every 5 of the tweets they see coming from you. Seems a little spammy, right? By learning about your follower and subscriber base – and testing different post frequencies – you can mitigate social "spamminess" and optimize for engagement and lead generation.
Here's a simple strategy for determining your optimal post frequencies. First, for each network you're testing, schedule your posts apart by two hours, and stick to that posting frequency for a week. During that time, make sure to keep an eye on your key social metrics, (likes, shares, click-through rates, leads generated, etc.).
The following week, reduce the buffer time between your posts to an hour and a half, and see if (and how) that reduction in post frequency affects your metrics. Continue to reduce he buffer time between your scheduled posts week over week, and through some simple analysis, you can home in on the post frequencies that maximize the metrics you want to optimize for.
Figure out the best times to post for maximizing engagement and lead generation.
In addition to having calculated ideal post frequencies, HubSpot's Dan Zarella has also figured out the best days and times to post to various social media channels.
For example, the data shows that when it comes to expanding your reach on Twitter, 5pm is the best time to tweet. (That's when the highest percentage of retweets occur.) For Facebook, noon and a little after 7pm are the two top times for maximizing your reach, as those are the two times of day when Facebook shares spike.
Ultimately, however, there are many different studies that all point to different ideal days and times for posting. So, as was the case with post frequency, you'll need to do some testing to figure out your ideal post times.