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Navigating Social Media Sites: How Often Should You Post for Maximum Impact?

Navigating Social Media Sites: How Often Should You Post for Maximum Impact?

In healthcare businesses, there is no one-size-fits-all social media marketing strategy, leaving puzzling questions about the right approach to posting with optimal results. For healthcare organizations who are looking to boost their online presence and reach the right audience, strategic planning is vital to reach their desired results. Each social media platform needs tailored posting strategies to drive engagement and help various brands convey health-related information that can make a positive impact on the lives of their patients.

To post or not to post? Finding the right balance in social media posting is the one content strategists ponder most while toiling away in cyberspace. Social media sites have become the place for healthcare organizations to build their brands, market their services, and attract new clients. The Web now has access to your content, and you are eager to share it with the world. But there is just one problem, how often should you post on social media?  

Digital marketing requires interactive scheduling to turn browsing followers into paying patrons. In this article, we share the best practices and frequencies for scheduling posts on social media.  Follow these suggestions, and you will uplevel your performance in digital space and create a connection with your audience.

How Often Should You Be Posting on Different Social Media Sites

Before trying to figure out how often you should post on social media, ask yourself two questions. What am I trying to achieve? And who is my target audience? 

Consistent social media posting helps healthcare organizations build brand awareness, increase their visibility, and foster community connection. Create a customer avatar for each of the following social media sites and publish content based on the times the user prefers.

Facebook

Facebook remains a great place to invest your posting energy. Why? Facebook’s popularity has soared; close to 3 billion followers and 71% of consumers will use this social media platform this year. Marketing gurus suggest posting between three and seven times a week. Experiment with your content as the algorithm responds favorably to how often followers interact with your posts. Review your analytics and pay attention to popular posts.

LinkedIn

LinkedIn is a social networking platform for the professional who wants to engage. LinkedIn has 875 million members, and its algorithm rewards those who comment, share, and invite conversation. Current events are a hot topic on this social media channel, and users value quality content over quantity. The posting frequency for LinkedIn is once each business day.

TikTok 

In contrast, TikTok is the suggested platform where creators are encouraged to “test content and see what sticks or flops” (Macready & Cohen, 2023). This social media channel’s attention focuses on video-based content and is the go-to for Gen Zers and Millennials. Users respond well to authentic content and creators who have a niche. TikTok recommends posting one to four times daily to help build your brand.

Instagram

Another social media channel worth paying attention to is Instagram. Instagram followers surpass 1 billion, and the social media giant comes in second as the most downloaded app globally. The sweet spot for posting on Instagram is three to five times weekly. Adam Mosseri, the head of Instagram, also suggests using Instagram stories twice daily and varying media posts to increase consumer engagement.

Is There a Standard Frequency for Posting on Social Media?

There is no cookie-cutter approach regarding the frequency of social media posting. Target audiences are as unique as the brands they follow, and their interaction with your content will vary. Focus on content that you tailor to your target audience. Create a community. Participate in industry discussions, monitor comments, and address user concerns.

Person looking at the calendar app on his laptop screen

Best Practices for Social Media Posting

Managing multiple social media sites can be frustrating and time-consuming. Utilizing a social media management tool can help streamline your content and is one of the best practices for scheduling posts on social media. This all-in-one software covers all the bases of your social media campaign, including scheduling, monitoring, analyzing, and more. These tools host all digital platforms in one place, saving you time. Ensure you know your audience and remember these posting times are in Pacific Standard Time (PST).

Best Times and Days to Post on Facebook

Even though engagement on Facebook is down, it is still the platform most used by marketers worldwide (90%). Facebook’s posting trend marries business hours, which is why the worst day to post is on a Sunday. Schedule your post for these days and times:

  • Mondays from 8 am to 1 pm
  • Tuesdays from 8 am to 2 pm
  • Wednesdays from 8 am to 1 pm
  • Thursdays from 8 am to noon
  • Mondays through Thursdays are the best days to post

Best Times and Days to Post on Instagram

Hospitals and healthcare providers have turned to Instagram to educate the public, help patients navigate the healthcare system, and position themselves as thought leaders in their specialties.  Information is shared through reels, videos, and live streams. Although early morning engagement is consistent seven days a week for healthcare organizations, there are optimal times and days to post on Instagram for those involved in the healthcare industry.

  • Thursday at 1 pm is the best time
  • Tuesdays, Thursdays, and Fridays are the best days to post
  • Sunday is the worst day to post

Best Times and Days to Post on LinkedIn

According to LinkedIn, the best time to post is during the week. High engagement can be seen at various times throughout the day. However, weekends are the worst times to post on LinkedIn, as users view the social media platform as a work-related task and avoid it on their days off.  

  • Tuesdays and Wednesdays at 9:00 am are the best time to post
  • Weekends are the worst time to post 

Best Times and Days to Post on TikTok

The new kid on the social media block, TikTok has 1 billion active users worldwide, and users spend 23.5 hours per month on this platform. Knowing the optimal times to post on TikTok benefits your business. The best time to post on TikTok is afternoons, as young users look for amusement and distraction. Schedule your post for these days and times:

  • Tuesdays from 2 to 6 pm
  • Wednesdays from 2 to 5 pm
  • Thursdays from 3 to 5 pm
  • Tuesdays and Wednesdays are the best days to post
  • Sunday is the worst day to post

Uplevel Your Social Media

Remember, there is no magic number when it comes to social media posting. The algorithms of different social media sites are constantly changing, and so are the users. Nurse writers know how to connect with target audiences and adjust to trend shifts. Are you ready for a nurse writer to help you create a social media strategy to build your brand?

References

Hill, C. (2022, August 25). How Often to Post on Social Media. Sprout Social. https://sproutsocial.com/insights/how-often-to-post-on-social-media/
Keutelian, M. (2023, May 8). Best times to post on Instagram in 2023. Sprout Social. https://sproutsocial.com/insights/best-times-to-post-on-instagram/
Macready, H., & Cohen, B. (2023, April 11). How Often to Post to Social Media in 2023. Hootsuite Blog. https://blog.hootsuite.com/how-often-to-post-on-social-media/#How_often_to_post_on_TikTok
Sprout Social. (2023, March 23). 50+ Must Know Social Media Marketing Statistics for 2023. https://sproutsocial.com/insights/social-media-statistics/#facebook-statistics
Sprout Social. (2023, May 8).  Best Times to Post on Social Media in 2023. https://sproutsocial.com/insights/best-times-to-post-on-social-media/#facebook-times
Wentley, S. (2023, February 14). How To Create a Customer Avatar (+ 3 Mistakes To Avoid). Constant Contact. https://www.constantcontact.com/blog/customer-avatar/
West, C. (2022, September 13). Top 18 social media management tools for businesses in 2023. Sprout Social. https://sproutsocial.com/insights/social-media-management-tools/# 

About the Author

Denise Moulton
Denise Moulton, RN

Denise is a registered nurse who is passionate about writing.  Her background in journalism allows her to create compelling and informative content that resonates with anyone interested in healthcare.  In her free time, Denise can be found exploring British Columbia’s hiking trails.

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