12NumberTwelveInCircle

FB Page Admins: 12 posts/day shows high interaction

author: Kyle date: July 26, 2011

What is the optimal amount one should one post in one day?

In this post we look at Facebook page post frequency. Our sample set includes:

  • 4,604 posts
  • 2,144 pages
    • Minimum post frequency: 0 posts/day
    • Maximum post frequency: 12 posts/day

First we wanted to see how often page admins in our sample set were posting. We see that most admins are posting around 1 post per day.

  • 15% post 0-1 posts/day
  • 40% post 1-2 posts/day
  • 18% post 2-3 posts/day

Next we look at how post frequency affects post interaction rate (* see definition below). We notice that with each posts made throughout the day, interaction rate drops for the each subsequent post.  It should be noted that at 5 posts/day the interaction rate levels off.  If one looks at the graph below, post frequencies ranging from  5-12 times per day have roughly the same interaction rate.

Finally we look at how to optimize total interaction rate per day (avg. post interaction rate * # of posts/day). Interestingly, the following chart shows that  the cumulative interaction rate of a day will continue to go up even as admins make up to 12 posts per day.

Page admins trying to reach a larger percentage of their audience should post as much as they can to increase interaction.

The data tells us that Facebook page admins shouldn’t be afraid of posting multiple times per day. >Tweet this<

Facebook EdgeRank highly weights recency in posts, so if an admin doesn’t post frequently their fans may never see their posts. Fans log in at different hours of the day. Frequent posting ensures that whenever a fan logs in to Facebook, fresh content will be available in their Newsfeed.

Will fans think frequent posting is spammy?  From conversations with Facebook page admins, we’ve found that page unsubscribe rates go up moving from 1->2->3 posts/day, but will level off in higher frequencies. It is important to watch unsubscribe rates as you increase your post frequency and find the right balance between optimizing interaction and managing unsubscribe rate.

(*) Interaction rate definition

We took  number of Likes and Comments for a post and divided it by the number of Page Likes at the time of publish.

Please note that this is our definition of interaction rate since it slightly differs from Facebook’s definition which is (Likes + Comments)/Impressions.


*This article is part of our Engagement & Interaction white paper. (Download below, it’s free!)

We answer the questions that every Page Admin is asking with definitive answers from scientific analysis.  We analyzed the top 20,000 Facebook Pages to find posting techniques that really work. It is free and quick to download. Get it now!


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If you are a Facebook page admin looking for ways to increase Facebook engagement feel free to reach out to us: http://momentusmedia.com/publisher/index.php/momentus/contactus

cateogories: Analysis, Blog, data, Facebook, Techniques

  • http://www.icheapmarketing.com iCheap Marketing & Design

    I agree but i saw there are pages like Mashable
    they are posting more than 12 posts/day and they are having very good
    interaction by their fans/site visitors. I think posting frequency also
    matter but the importance of having unique and generic content also
    matter.

  • http://www.icheapmarketing.com iCheap Marketing & Design

    I agree but i saw there are pages like Mashable
    they are posting more than 12 posts/day and they are having very good
    interaction by their fans/site visitors. I think posting frequency also
    matter but the importance of having unique and generic content also
    matter.

  • Kerry Rego

    I’m having a hard time believing that my audience would like 12 posts from me a day. There’s another consultant that I follow only because we are directly competitive and that page posts at least 8 times a day. My reaction is frequently, “When do you work? Go get a life!”. I’ll stick closer to Dan Zarella’s data of .5 times per day. (Once your audience gets used to high frequency, they’ll stick around because it’s more reminiscent of your friends that talk too much rather than a brand. I still think it’s dangerously too high.)

  • Kerry Rego

    I’m having a hard time believing that my audience would like 12 posts from me a day. There’s another consultant that I follow only because we are directly competitive and that page posts at least 8 times a day. My reaction is frequently, “When do you work? Go get a life!”. I’ll stick closer to Dan Zarella’s data of .5 times per day. (Once your audience gets used to high frequency, they’ll stick around because it’s more reminiscent of your friends that talk too much rather than a brand. I still think it’s dangerously too high.)

  • http://twitter.com/thenonhacker thenonhacker

    If 12 posts/day gets a LOT of interaction, then I believe you’re counting “Unlikes/Unsubscribes” as interaction!

    If I see a page posting too much, I hide that page from my feed. And I’m not alone in hiding noisy pages.

    1 post per day is the most optimal in Facebook Pages. See here: http://blog.kissmetrics.com/science-of-social-timing-1/

  • http://twitter.com/thenonhacker thenonhacker

    If 12 posts/day gets a LOT of interaction, then I believe you’re counting “Unlikes/Unsubscribes” as interaction!

    If I see a page posting too much, I hide that page from my feed. And I’m not alone in hiding noisy pages.

    1 post per day is the most optimal in Facebook Pages. See here: http://blog.kissmetrics.com/science-of-social-timing-1/

  • Gael McCarte

    Wow if I got 12 postings a day from one of the pages I have fanned I would either “unlike” them or hide their posts.  Even 8 times a day seems excessive.  I had a lot to say on one day, posted about 4 times and lost 4 fans through over posting.  Once a day – early morning works best for my fans it seems.

  • Gael McCarte

    Wow if I got 12 postings a day from one of the pages I have fanned I would either “unlike” them or hide their posts.  Even 8 times a day seems excessive.  I had a lot to say on one day, posted about 4 times and lost 4 fans through over posting.  Once a day – early morning works best for my fans it seems.

  • http://www.robinsedge.com Robin Wilson

    Ive been teaching this in my classes for a few years now!!! When your base is worldwide, you want to touch all of them.  I see it on my own page.   The more I post, the more chatter there is on the page!  12 may be quite a bit for some…but if you are being hidden because some find you irritating, then they aren’t there to learn or experience what you have to offer.  You’d never make any money from them anyway…let them go. 

  • http://www.robinsedge.com Robin Wilson

    Ive been teaching this in my classes for a few years now!!! When your base is worldwide, you want to touch all of them.  I see it on my own page.   The more I post, the more chatter there is on the page!  12 may be quite a bit for some…but if you are being hidden because some find you irritating, then they aren’t there to learn or experience what you have to offer.  You’d never make any money from them anyway…let them go. 

  • http://www.garrendennylane.ie/blog Lorna

    I’d agree with the findings re people ‘unliking’ if I post more than twice in  day

  • http://www.garrendennylane.ie/blog Lorna

    I’d agree with the findings re people ‘unliking’ if I post more than twice in  day

  • http://twitter.com/RyanCohn Ryan Cohn

    I would like to see this data broken down by industry, size of Page, and type of content. When examining the impact on EdgeRank, I don’t care as much about recency. There is very little recency value difference between a post from 2 hours ago vs a post from 36 hours ago. I care more about the affinity score. If a Page posts 2x/day, and a user engages twice with that content, that will be a terrific affinity score! If a Page posts 12x/day, and a user engages twice with that content, that will damage the affinity score.

    Takeaway: If you’re going to post 12x/day, make sure each post is worthy of user engagement and interaction!

  • http://twitter.com/RyanCohn Ryan Cohn

    I would like to see this data broken down by industry, size of Page, and type of content. When examining the impact on EdgeRank, I don’t care as much about recency. There is very little recency value difference between a post from 2 hours ago vs a post from 36 hours ago. I care more about the affinity score. If a Page posts 2x/day, and a user engages twice with that content, that will be a terrific affinity score! If a Page posts 12x/day, and a user engages twice with that content, that will damage the affinity score.

    Takeaway: If you’re going to post 12x/day, make sure each post is worthy of user engagement and interaction!

  • Laura

    I too have a hard time believing this.  Speaking personally 12 posts a day from a business page (that is not news or social media business info) on my News Feed would annoy me!  Looking at it from an Admin of Business Pages – Clients could not afford and certainly would not pay for 12 posts 5 days a week……I also agree with the comment – it would be interesting to see the industry, size of page and type of content.  News Pages, of course 12 a day is fine – The Medical Page I post to – not so much……..Interesting info though.

  • Laura

    I too have a hard time believing this.  Speaking personally 12 posts a day from a business page (that is not news or social media business info) on my News Feed would annoy me!  Looking at it from an Admin of Business Pages – Clients could not afford and certainly would not pay for 12 posts 5 days a week……I also agree with the comment – it would be interesting to see the industry, size of page and type of content.  News Pages, of course 12 a day is fine – The Medical Page I post to – not so much……..Interesting info though.

  • Anonymous

    I agree with most of the comments below.  This study does not take into account quality of content with posts, something that *cannot* be ignored. More important than anything: Relevant posts w/ engaging personality, using peak times for traffic.  Additionally, as I manage both small and larger-sized pages, I’ve come to the conclusion that if you have fewer fans, you want to post less because you don’t want to spread out interaction — people will be more likely to interact if they see a larger number of people already interacting, if that makes any sense.

  • http://www.lenorable.net Lisa Reed

    I agree with most of the comments below.  This study does not take into account quality of content with posts, something that *cannot* be ignored. More important than anything: Relevant posts w/ engaging personality, using peak times for traffic.  Additionally, as I manage both small and larger-sized pages, I’ve come to the conclusion that if you have fewer fans, you want to post less because you don’t want to spread out interaction — people will be more likely to interact if they see a larger number of people already interacting, if that makes any sense.

  • http://www.facebook.com/profile.php?id=100000571705429 Zoë Lim Siu

    Good post!  I must agree with the majority of comments here, 12 posts per day is too high, quality of content is way better than quantity… 1 -2 beneficial posts at peak time is sufficient.

  • http://www.facebook.com/profile.php?id=100000571705429 Zoë Lim Siu

    Good post!  I must agree with the majority of comments here, 12 posts per day is too high, quality of content is way better than quantity… 1 -2 beneficial posts at peak time is sufficient.

  • Anonymous

    I agree with previous comments.  What pages did you study?  What types of companies were they?  How many followers do they have?  And so on.  Twelve posts a day is going to be viewed by most FB users as spam, I’m afraid you’re going to have to give more details to back this up.

  • Anonymous

    I agree with previous comments.  What pages did you study?  What types of companies were they?  How many followers do they have?  And so on.  Twelve posts a day is going to be viewed by most FB users as spam, I’m afraid you’re going to have to give more details to back this up.

  • http://www.icheapmarketing.com Gina Clayman

    We’re testing different scenario and let see what will be work.

  • http://www.icheapmarketing.com Gina Clayman

    We’re testing different scenario and let see what will be work.

  • http://www.icheapmarketing.com Waseem Ahmed

    Every business having different products and different strategies and first of all we need to have generic content and then we need to test different timings.

  • http://www.icheapmarketing.com Waseem Ahmed

    Every business having different products and different strategies and first of all we need to have generic content and then we need to test different timings.

  • http://twitter.com/philippineyogi philippineyogi

    more reasons to hate facebook

  • http://twitter.com/philippineyogi philippineyogi

    more reasons to hate facebook

  • http://www.giglogo.com Karla Campos

    If you monitor your FB (both personal and fan) pages you can come to the conclusion that people log in at different times each day. Social networking is not a 9 to 5, so if you post several times a day (it can be the same post on a fan page) you are more likely to reach more of you audience regardless of the industry.

  • http://www.giglogo.com Karla Campos

    If you monitor your FB (both personal and fan) pages you can come to the conclusion that people log in at different times each day. Social networking is not a 9 to 5, so if you post several times a day (it can be the same post on a fan page) you are more likely to reach more of you audience regardless of the industry.

  • http://www.emarketinglicious.fr/marketing-reseaux-sociaux/quel-est-le-nombre-ideal-de-statuts-facebook-journaliers-pour-creer-le-plus-d-interactivite Quel Est Le Nombre Idéal De Statuts Facebook Journaliers Pour Créer Le Plus D’interactivité ? | Emarketinglicious.fr

    [...] Source : Momentus Media [...]

  • http://www.emilieogez.com/blog/2011/08/02/il-y-aurait-un-nombre-ideal-de-statuts-facebook-quotidiens/ Il y aurait un nombre idéal de statuts Facebook quotidiens – Emilie Ogez

    [...] être retweeté, lu, générer des commentaires… Aujourd’hui, une nouvelle étude (de Momentus Media) nous explique qu’il y aurait un nombre idéal de statuts Facebook à publier chaque jour sur [...]

  • http://www.youngplanneur.fr/2011/08/optimiser-ses-publications-sur-facebook/ Youngplanneur – Optimiser ses publications sur Facebook

    [...] les conclusions d’une étude réalisée par Momentus Media, les marques devraient publier en moyenne 12 statuts Facebook par jour. Mais attention, il faut [...]

  • http://www.redshoesmarketing.biz/are-you-remarkable/ Are you remarkable? | Red Shoes Marketing

    [...] ran across an article over at MomentusMedia on a study that found the optimum number of postings, the point at which you get the most [...]

  • Web Series Indie TV

    I agree to your site because very information i hope do not stop your work..
    Thank you…..

  • Woodlandway

    I am unsubscribing now because I hate getting on FB and seeing one source blanketing my page with posts.  For me, less is more.

  • http://english3172.wordpress.com/2012/02/06/how-many-posts-does-it-take/ How many posts does it take? « Writing, Communities, and New Media

    [...] is a great way to gage how clients will respond to increased posting. When reading from the blog, Momentus Media, it is stated that if an administrator to a Facebook page does not post frequently, the clients may [...]

  • http://english3172.wordpress.com/2012/02/04/what-is-the-magic-number-of-posts-someone-needs-to-analyze-on-facebook/ What is the “magic” number of posts someone needs to analyze on Facebook? « Writing, Communities, and New Media

    [...] number. This command is similar to what Momentus Media displays in its study of Facebook. Momentus Media studied over 50,000 Facebook pages and looked at the time, day, and content of post. The [...]

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