Value/Importance: [rating=3]
Recommended link: Edge Rank Checker
“The average Post Lifetime for a Facebook Brand Page Update is 3 hours and 7 minutes"
This nugget is baed on considering that each individual Post has a “lifetime”. A Post is considered dead when the growth in engagement is less than 10% of the largest growth of engagement between hourly snapshots.
This data was sampled for EdgeRankChecker customers for the month of December, 2011 across 500+ Pages and over 30,000 individual Posts. The average Page size was approximately 140,000. Page size was not found to effect this.
Of course averages, are just well, averages. So the study also looked at individual pages, Average Post Lifetimes for individual Pages were also examined: some Pages averaged a Post Lifetime of approximately 10 hours, while other Pages experienced Post Lifetimes under 15 minutes!
Understanding when a Post stops receiving engagement, is helpful because it allows the brand page admins to plan when to post frequency. This suggests 3 hours as a rule of thumb, but examining your own data on engagement lifetime would give a better idea.
Considering the posts with the longest lifetime, EdgeRank Checker advises that pages with a higher lifetime tend to have higher EdgeRank, so their Posts occupy the News Feed for longer periods of time. Posts that linger longer in the News Feed have more opportunities for Engagement. If the Post continues to receive Engagement, it will continue to thrive, therefore extending the Lifetime.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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