Digital marketeers, (so-called) social media gurus, bloggers, corporations, and sundry, have all struggled with this quandry. What is the ideal posting frequency to keep your audience engaged, interested, and when does it veer from that to, well, spamming?
As I write this, I realise I’ve made an unconscious decision to post no more than once a day. In fact, I pace myself (with calendar in tow) to avoid that little click of the mouse all bloggers fear, unfollow. Yet I see the likes of London Beauty Queen and A Cup Of Jo often posting twice a day, sometimes even thrice, and they’re wildly successful (A Cup Of Jo has over 43k followers on FaceBook alone, London Beauty Queen 32k on Twitter). The multi-post-a-day approach appears to be working for them/their brand.
That said, every brand clearly has its own agenda and objectives, with an accompanying strategy towards achieving them. It is this very diversity which keeps us all continuously confused. On one hand, you have those posting no more than twice a week, pulling in huge numbers, while that very same frequency for others yield dismal numbers. Then you have the flipside wherein the consequence of minimal posting is few to zero new followers, and higher frequency leading to many unsubscribing. So, what is the solution then?
Honestly speaking, there is absolutely nothing cast in stone. No one stroke fits all, folks. There simply isn’t, I’m afraid. It’s a process of trial and error, carefully learning what works and doesn’t work for you and your readers. Diving in deeper, the subject of the blog post is another compelling variant in the game of numbers.
For instance, I find that my beauty posts pull in the highest views and likes but very few (if any) comments. OOTDs, on the other hand, pull in fewer views but it’s a far more interactive pool. And when it comes to the meatier stuff (opinion pieces, viewpoints, thoughts), the traction is usually decent. From past experiments, I’ve found that the teeny posts (I call them fillers) do nothing for my traffic. Perhaps it was the frou frou nature of the topic I chose, or maybe I should have approached the topic from a completely different perspective? I’m not quite certain.
I’m going to try a new plan starting today, right now, with this post, and create a roadmap which will see multi-posting
every other day twice a week. My strategy is that on multi-posts days, one piece will focus on the day’s headlines, something with a virality factor.
The other will be a scheduled post with, shall we say, a longer shelf life. Of course, this is going to require some serious planning, discerning topics, conducting research, writing them up, and then placing them into the calendar. You know the sort of articles I mean. The ones that talk about things that would be just as pertinent a year from now, or even longer. The ones that bounce around search engines because people will always key in those phrases and words. I hate to use the word because of possible innuendos but I’ll do it anyway, the ones that contain intelligent content. Content that buffers in meta tags, that can be repurposed (be it in the form of graphics or spin-off stories). It’s adaptable, evergreen.
I want to see how this hybrid method works out and if it affects my traffic. Ultimately, it’s the right mix of frequency + type of content which will achieve the best momentum for your blog, and I’ll be sure to share what transpires.
In the meantime, I’d really love to know how you feel about blog posting frequency. How many posts do you publish per week? Is it around the same number of posts each week or does it vary? Has that frequency changed over time? What factors come into play for you in deciding how many posts per week is right for you?