Chapter 6: Posting Strategies
Chapter 6: Posting Strategies
6.1 Posting Frequency
Posting frequency directly impacts reach, engagement, and audience growth. Finding the right balance prevents audience fatigue while maintaining visibility.
Platform-Specific Frequency Guidelines:
- Facebook: 1-2 posts per day for businesses, 3-5 for pages with high engagement
- Instagram: 1-2 posts per day, plus Stories throughout the day
- Twitter: 3-5 tweets per day minimum, up to 15-20 for active accounts
- LinkedIn: 1-2 posts per day, focus on quality over quantity
- TikTok: 1-3 videos per day for growth, consistency matters most
- YouTube: 1-2 videos per week minimum, daily for channels with large audiences
Frequency Factors:
- Audience expectations and platform norms
- Content quality and production capacity
- Engagement rates at different frequencies
- Algorithm preferences per platform
- Resource availability and team capacity
Finding Your Optimal Frequency:
- Start with platform recommendations
- Monitor engagement metrics
- Test different frequencies
- Analyze audience feedback
- Adjust based on performance data
6.2 Posting Times
Posting at optimal times maximizes visibility and engagement. Each platform and audience has different peak activity periods.
General Best Times (EST):
- Facebook: 9 AM, 1 PM, 3 PM (weekdays), 9 AM-1 PM (weekends)
- Instagram: 11 AM-1 PM, 7-9 PM (weekdays), 10 AM-2 PM (weekends)
- Twitter: 8-10 AM, 12-1 PM, 5-6 PM (weekdays), 9-11 AM (weekends)
- LinkedIn: 8-9 AM, 12-1 PM, 5-6 PM (Tuesday-Thursday best)
- TikTok: 6-10 AM, 7-9 PM (weekdays), varies by audience
Time Zone Considerations:
- Know your audience's primary time zones
- Schedule posts for multiple time zones if needed
- Use scheduling tools for global audiences
- Test posting times in different regions
- Adjust for daylight saving time changes
Finding Your Optimal Times:
- Check platform analytics for audience activity
- Test posting at different times
- Monitor engagement rates by time
- Consider your specific audience behavior
- Adjust schedule based on data
6.3 Content Scheduling
Effective scheduling ensures consistent posting and optimal timing without manual effort every day.
Scheduling Benefits:
- Maintains consistent presence
- Posts at optimal times automatically
- Reduces daily workload
- Allows batch content creation
- Ensures no missed posting opportunities
Scheduling Tools:
- Buffer: Multi-platform scheduling with analytics
- Hootsuite: Comprehensive social media management
- Sprout Social: Advanced scheduling and analytics
- Later: Visual content calendar for Instagram
- Facebook Creator Studio: Native Facebook/Instagram scheduling
Scheduling Best Practices:
- Schedule 1-2 weeks in advance
- Leave room for real-time posts
- Review scheduled content before posting
- Adjust for trending topics or events
- Monitor and engage after posts go live
6.4 Content Mix Strategy
Balancing different content types keeps your feed engaging and prevents audience fatigue.
Content Mix Elements:
- Educational: Tips, tutorials, how-tos (40-50%)
- Entertaining: Memes, humor, behind-the-scenes (20-30%)
- Promotional: Products, services, offers (10-20%)
- Inspirational: Quotes, success stories, motivation (10-20%)
- User-Generated: Customer content, testimonials (10-15%)
Mix Planning:
- Use content calendars to plan mix
- Balance promotional and value-driven content
- Vary formats (images, videos, carousels)
- Include seasonal and trending content
- Maintain brand voice across all types
6.5 Posting Strategy Optimization
Continuously optimize your posting strategy based on performance data and audience feedback.
Optimization Metrics:
- Engagement rates by time and day
- Reach and impressions patterns
- Content type performance
- Audience growth rates
- Click-through rates
Optimization Process:
- Review analytics weekly
- Identify top-performing posts
- Test new posting times and frequencies
- Adjust content mix based on engagement
- Document what works for your audience