There are 2 ways to ensure the success of social media content. One is through engagement: taking a look at how a post or a tweet is shared, liked, or promoted. Engagement is also tied to conversion, and whether someone has taken action or not.
The other way to promote social media content is through quantity: the larger the volume of posts or tweets, the more frequent the exposure, and the greater the chance a piece of content will be consumed or acted upon.
For the purposes of engagement:
- Sysomos says that brand should make more than 20 tweets per day
- Buddy Media says that 1-4 posts per day is optimum
- Nestivity, based on data collected, suggests that quality is better than quantity
That’s for the purposes of engagement per post or per tweet. For the purpose of total engagement, or brute force exposure, quantity starts to make a difference. And notably, brands that publish higher quantity have largest ad revenue growth.
Hubspot says that brands that publish at least 22 times a day were the most successful at increasing the size of their audience.
- The Huffington Post produces 400 pieces per day.
- Forbes pushes out 400 pieces of content per day on their blog.
- and The New York Times writes 350 stories per day.