Chances are you could dramatically increase the reach and engagement of your brand’s social media if you posted less. Yes, less.
According to a quantitative study recently released by Buffer, posting once a day on Facebook tripled their average update’s reach and doubled daily engagement. The research also revealed that sharing once a day is optimum on Instagram, too.
Why does posting less improve impact? First it appears that the Facebook algorithm delivers more organic reach per post when you share less frequently. Second, it’s easier to produce top notch content when you eliminate the pressure to post so much. High quality content leads to stronger engagement.
What makes content “High quality”? It doesn’t have to be custom-developed by your brand. A balance of self-created and curated posts performs best.
Regardless of the source, the most powerful content is educational or entertaining. Posts that are simultaneously educational and entertaining are consumers’ favorites.
Sources: Buffer 2017, CoSchedule 2017