REPORT: Facebook Page Posts Have Shorter Shelf Lives Than Previously Reported

By David Cohen 

Timing is everything, and that especially holds true for posts on Facebook pages, as Facebook analytics provider Wise Metrics found that the life span of those posts may be even shorter than previously reported.

In a post on its blog, Wise Metrics examined median engagement, impressions, and reach, finding that:

  • 75 percent of engagement with Facebook page posts occurs during their first five hours of existence.
  • Impressions reach 75 percent of their eventual totals within two hours and 30 minutes of post time.
  • And 75 percent of pages’ audiences see their posts in one hour and 50 minutes.
  • It takes approximately 30 minutes for posts to hit their halfway marks in terms of global reach.

The takeaways from Wise Metrics:

Many brands care about fans’ reach, sometimes more than about engagement. Optimizing the timing of posts is, thus, mandatory.

Facebook’s new insights allow page administrators to see when their fans are on Facebook. That’s a start, but as pointed out here, it won’t help them compete with other posts.

The best thing to do is to thoroughly analyze pages’ posts histories, as well as those of peers and competitors, looking at dozens factors at a time, and predict the optimal timing, just for that specific page (Good news: It can be done through machine learning).

Readers: Did any of Wise Metrics’ findings surprise you?

Hourglass image courtesy of Shutterstock.