Marion Barnham • February 10, 2025
Social media is a very important part of the marketing mix. One could even say that it dominates other channels when it comes to promotion. It is unique in the way that it allows organisations to engage directly with their prospects, clients and partners.
Social media platforms help you demonstrate your authority and relevance, to showcase your brand as a thought leader and to get personal and show your culture.
More than 3.6 billion people were using social media worldwide in 2020, a number projected to increase to almost 4.41 billion in 2025(Statista). There are numerous social media platforms and it is significant to understand which is more important for your niche. Creating a social media profile on all platforms or the most popular is not an indicated way to accelerate your marketing efforts.
I couldn’t list all platforms that are currently available, but I will instead stick to the 7 most popular: Facebook, Twitter, LinkedIn, Instagram,TikTok, Pinterest, and Youtube. Facebook is king with over 2.7 billion users worldwide and Youtube comes second with 2 billion users. However, if you are a B2B company your number one network should be LinkedIn.
To break it down, 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active social media users (Emarketer, 2019). 73% of marketers believe that social media marketing is effective for their business. (Buffer, 2019) This number proves why you should be on social media and when you do so, you should do it in the most efficient way. To help you achieve that, find best practice tips as follows.
Optimal Frequency for LinkedIn
Is there a better source than the platform itself to give you advice on best use? LinkedIn has claimed that if a company posts 20 posts per month then they will be able to reach 60% of their audience. This means you should have 1 post per day, ideally Tuesday – Friday because statistically professionals are very busy on Mondays and they try to stay out of work-related platforms on the weekend. So 4 posts could perform equally well.
Timewise there isn’t really a big variation in engagement in different hours, but the only rule is to post before 5 p.m. When you are over posting, the ROI drops significantly if you consider the time you spent on creating good content and the number of impressions for each post.
Optimal Frequency for Twitter
Twitter is quite different than Linkedin, in the way that more is better. For accounts with at least 100 followers on Twitter, each message earns a median of 2.5-3 clicks. The best days are Wednesday and Friday and the worst on the weekends.
The exact time you post doesn’t have a major impact on your visibility. The best strategy, as always, is to test different times yourself.
Optimal Frequency for Facebook
Facebook from a frequency perspective is similar to Linkedin. 5 posts/week is ideal. This social network tries to keep its content fresh and show plurality, that’s why it is hard to get in front of the same user twice on the same day.
The least traffic is on Fridays and Saturdays, my guess is people tend to socialise in person on these days. Most engagement statistically speaking is recorded on weekdays between 9am and 3pm, but it is best practice to check your Facebook insights to understand when you perform better.
It is generally believed by marketers, my personal opinion included, that quality beats quantity. To begin with, consider which types of content are best suited to each social media network. This includes:
- Posts with images, GIFs or videos
- Surveys and Polls
- Quotes to inspire
- Content from other sources in your industry
Don’t forget to use hashtags for broader outreach and keep your content fresh. A combination of all types might be the key because it doesn’t only give your content variety, but also, it keeps your audience entertained, informed and engaged. However, there is no solution that fits all so you need to test to learn more about your audience and provide them with what they need.
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