That post you just left on Facebook won’t interest your followers for long. In fact, several studies suggest most engagement for your post occurs in the first 5 hours after you create it.
Engagement, by the way, at least as defined by Facebook, means actions – likes, shares, clicks or comments – taken by a user when he or she sees your post.
That’s an incredibly short time to get your audience’s attention. Let’s face it. Some may go much longer without even glancing at their Facebook page. But that’s not all.
The Limited Shelf-life of a Facebook Post
Wisemetrics, the firm that did the latest of these studies and recently shared the results, dug a little deeper. Here’s what they found:
- 90 percent of a post’s total expected engagement happens within the first 12 hours after its creation. That’s just half a day!
- Your Facebook post receives 75 percent of its impressions — the number of times it’s displayed in the news streams of your followers or the people they shared it with — within the first two and a half hours.
- It gets 75 percent of its reach — the number of people impressions are sent to and hence possibly a lower number than impressions — in less than two hours.
- It reaches 50 percent of its global reach — the total number of Facebook users in the world who an impression will ever be sent to or shared with — in just 30 minutes.
Getting More From Your Facebook Content
There are a few ways to get more mileage out of your Facebook posts:
- Wisemetrics recommends optimizing the time you post messages by researching when your followers are online and when your peers and competitors post most of their content.
- You can also consider using Facebook’s new embedded posts to share your content on your blog or other website giving others the chance to see and possibly share it.
- Remember recent research also indicates social media content “liked” soon after posting generally gets more engagement.
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