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How Often Should I Share to Social Media?
Have you ever had a jingle stuck in your head? Or perhaps you’re familiar with a slogan that you could start reciting and 90% of people could finish?
As a real estate agent, you want your name to come to someone’s mind any time the topic of real estate comes up, the same way we easily remember jingles and slogans. And one way you continually get your name out there should be through posting on social media.
The ongoing Covid-19 pandemic has forced many businesses to go virtual, causing a need for a revamp of their digital marketing strategy. Social networks have become key tools for client connection and brand promotion. According to a recent Sproutt report regarding social media platforms, 69% of marketers use them to create a brand identity, 52% to boost traffic, and 40% to foster sales.
For successful marketing, it’s important to stay in constant touch with your audience. But how many social media posts per day should you publish to grow your brand? And what platforms should you be focused on?
There is no end-all be-all magical set of numbers that will have our social media platforms loaded with likes, followers, and re-tweets. Growth requires us to predict, and then to measure the results and make adjustments.
Instead of “wash, rinse, result, repeat,” think “post, analyze, adjust, repeat.”
Without research-backed data, predicting is about as effective as guessing. And guessing isn’t too far off of what most agents end up doing. But we know you want to stand out from other agents, and we’re here to provide you with some tips and resources that will help you do just that.
Below, you’ll find a summary for each major social media network covering the ideal posting frequency – based on actual studies by social media experts.
In a recent Hubspot article discussing 2022 Facebook trends, it’s noted that Facebook is the largest social media platform based on the number of monthly active users. A whopping 69% of Americans have a Facebook account, with 73% of those users reporting daily usage. Of these users, the top age demographic represented is 25-34.
Posting Strategy:
Facebook is a low volume/high value network. Don’t post too frequently, and make sure what you do post is of high quality.
A Hootsuite report indicates that you should aim to post to Facebook 1 time/day, and no more than 2 times/day. They found a decrease in engagement as smaller brands posted more often.
Recommended Frequency:
- 1 post/day
- Best day(s)/time(s): 8:00 AM – 12:00 PM on Weekdays, especially Tuesdays and Thursdays
- Worst day(s)/time(s): Sundays
Youtube
As you’ve probably heard us say a million times by now, video is the BEST way to market yourself across any social media platform—and YouTube is a fantastic place to start. A recent report published by Global Insight Media notes that YouTube experienced a 4.9% growth rate in 2021, with users in the US predicted to hit 210 million in 2022. Another fun fact? YouTube is technically the second-largest search engine, behind Google.
YouTube is the second most popular social media platform in the world, with most US users falling between the ages of 18-25, and the 26-35 year age range coming in second.
We know that creating your own videos can be daunting. One of the biggest obstacles that Agents list as a reason for not having a video marketing strategy is the fear of being on camera and not knowing what to say. But when it comes to video, done is better than perfect.
Posting Strategy:
You can get started by creating shorter videos (1-3 minutes), and aim to post 1 video to YouTube per week. Once you get more comfortable, you can raise that goal to posting 2-3 videos each week.
Want to create your own Market Update Video but don’t know where to start? Check out this quick video in your Training Center for some tips!
Recommended Frequency:
- 1 video/week for beginners; 2-3 videos/week once you’re more comfortable
- Best day(s)/time(s): 2:00 PM – 4:00 PM on Weekdays
- Worst day(s)/time(s): Mondays
A 2022 report from Hootsuite states that 1.22 billion people use Instagram each month, with 59% of adults reporting that they use Instagram daily, making it the third most popular social media platform worldwide—falling behind only Facebook and YouTube. Unsurprisingly, the top age demographic represented in Instagram users is between 16-24.
Posting Strategy:
Instagram is a low volume/high value network for “grid” posts (also known as regular posts to your feed). On the other hand, the network is high volume/low value when it comes to Instagram stories. You can share more in the stories format because of the way stories disappear after 24 hours.
When it comes to grid posts, a recent StatusBrew article suggests that you should aim for a minimum of 3 posts/week, supplemented with stories, reels, etc.
Since stories have a limited lifespan, the same article says that the more Instagram stories you post each day, the better! If the thought of coming up with extra content stresses you out, check out this awesome Kicksta article for easy ideas and inspo!
Recommended Frequency:
- 1-2 grid posts/day
- 10 stories/day
- Best day(s)/time(s): 11:00 AM – 12:00 PM Tuesdays and Wednesdays
- Worst day(s)/time(s): Sundays
TikTok
A new addition to the list of platforms that you should be marketing on is TikTok—a video sharing platform that has an extraordinary 1 billion active users each month, according to a recent article from Quantum Marketer. This is evident in the fact that TikTok was the second most downloaded app in 2020.
According to the same article, TikTok has the highest engagement rates across all social media platforms. It is important to note that this platform is especially popular with younger age demographics—so this is the place to be if you’re marketing to first time homebuyers, especially when working with millennials!
Posting Strategy:
You can get started by creating shorter videos (try starting with quick 1-minute long videos), and aim to post 1 video to TikTok per week. Once you get more comfortable, you can raise that goal to posting 2-3 videos each week.
Interested in TikTok but not sure where to start? Check out this awesome YouTube video by Carys Eccleshall for lots of tips and tricks!
Recommended Frequency:
- 1 video/week for beginners; eventual goal is daily content (since these are typically very short videos)
- Best day(s)/time(s): 9:00 AM – 3:00 PM on Weekdays
- Worst day(s)/time(s): Saturdays
According to a recent article, LinkedIn has over 690 million users, further finding that 40% of those users login daily. Despite the high login rates, only 3 million users share content weekly, making up less than 1% of the monthly active users who collect 9 billion impressions every week. With stats like those, posting weekly content to LinkedIn should be a consistent part of your marketing strategy.
Posting Strategy:
LinkedIn is a low volume/high value network. A recent Kinsta article outlines marketing best practices for LinkedIn, noting that around 20 posts per month allows you to reach 60 percent of your audience.
Recommended Frequency:
- 1 post/weekday
- Best day(s)/time(s): 8:00 AM – 11:00 AM on Weekdays, especially 9:00 AM on Tuesdays and Wednesdays
- Worst day(s)/time(s): Weekends
If you’re not already incorporating Pinterest into your Marketing strategy, 2022 is a great time to start! According to a recent InfluencerMarketingHub article, 444 million people use Pinterest actively each month.
That same article reports that, “A survey of Pinterest users in the U.S. found that 32% of people aged 18-29 years used Pinterest in 2021, as did 34% of those aged 30-49 and 38% of those aged 50-64.”
Posting Strategy:
Pinterest is a high volume/low value network. According to a StatusBrew article, “Pinterest is a prime platform for content marketing.” Marketing experts agree that you should aim to create 1-4 new pins/day in order to work towards growth and engagement.
Recommended Frequency:
- 1-4 new pins/day
- Best day(s)/time(s): 8:00 PM – 11:00 PM on Fridays and Saturdays
- Worst day(s)/time(s): 5:00 PM – 7:00 PM on Weekdays (during evening commute)
Twitter is the ideal social platform to stay up to date on all of the latest trends. According to a recent QuantumMarketer article, Twitter has 353 million monthly active users, with 66.7 million of those located in the US. In addition, this article notes that the largest age range of Twitter users falls between 25 and 34, but not by much, with the 35-49 age range falling into a very close second place.
To increase your presence on Twitter, the best thing you can do is to make use of your hashtags! KCM provides you with relevant hashtags related to our content, and you can always search Twitter to incorporate current trending hashtags as well. To search Twitter for popular hashtags, you can do the following:
- From your Twitter dashboard, click on the #Explore tab. Then select the “trending” tab to get a list of the topics and hashtags currently trending in your region.
Posting Strategy:
Twitter is a high volume/low value network. You can share more here because of the fast-paced conversations happening.
StatusBrew released a report on Twitter that concluded that three tweets per day is the point where brands see the most engagement.
Recommended Frequency:
- 3 tweets/day
- Best day(s)/time(s): 8:00 AM on Mondays and Thursdays
- Worst day(s)/time(s): Friday after 3:00 PM through the weekend
Bottom Line
We hope this article can act as a guide to finding the right frequency for posting to the various social media platforms listed. The important thing to remember is that there are no hard and fast rules–you must be willing to measure and adjust as needed. “Post, analyze, adjust, repeat.”
Here are more tips on how to Set Yourself up for Success in Real Estate.
