One of the most common questions asked about social media for horse businesses is about how often should they post online.
Understanding when and how often to post on your different social media platforms is an important part of the overall marketing strategy for your horse business. Having reviewed many different research studies about the matter, we’ve compiled a brief guide detailing the ideal frequency of your posts and the best times you should publish them!
Most studies suggest that posting once a day is the optimum amount for Facebook business pages. They also all seem to agree that the maximum amount of posts per week should be 10. The ideal time frame in which to publish posts is between 1 and 4 pm. However, from our experience of peeking into the Google Analytics accounts of many different horse websites, 8-11pm is also a popular time for horse owners to be online.
If your goal is to get more reach, then posting twice a day is the way to go. However the recent changes to the Facebook algorithm may impact this and you need to be focusing on quality engagement rather than relentlessly posting several times a day.
Twitter is a lot more fast paced than other social media platforms. The average lifespan of a tweet is 15 minutes, which means if you want your twitter game to be on-point, you have to be posting regularly throughout the day, everyday. Heavy-duty business twitter accounts post up to 20 times a day, but considering the nature of our work, 3-5 times is a more appropriate amount. You can start posting on twitter from early in the morning, around 5 am, and activity seems to quiet down at 10 pm. Also, for UK users, there is a horse-themed twitter hour between 8 and 9 pm most days (click here for our blog post about the horsey twitter hours for more info on what they are and when they happen).
Pinterest is a relatively easy way to engage with an online community and exhibit your passion for anything horsey. You need to be dedicated though because Pinterest loves volume and aim to pin between 5 – 10 times a day. The great thing about Pinterest is that this can be anything: photos, articles, recipes etc. The best times to post are in the afternoon between 1 and 4 pm., and also late evening, between 8 and 11 pm.
LinkedIn is slightly different to many other social media platforms in that it is strictly-business related content. This not only should inform what you post, but also how often you do so. It is recommended that you post to LinkedIn once a day at maximum. The best time is between 10 and 11 am.
Posting between 1 to 3 times per day is best on Instagram. If you post twice a day, try and keep that consistency. The best times to post are 8 – 9 am and at 2 pm. Want more advice on how to market your equine business using Instagram? Click here for our article on exactly that.
All studies say that posting three times a day is an ideal rate for businesses using Google+. You can now arrange it so that your Google+ posts show on the right hand side of the search results screen when people search for your business on Google, so it is an easy way for people to engage with your content. The ideal times for posting is between 9 – 11 am. and 12 – 1 pm.
MANAGING YOUR SOCIAL MEDIA
“How am I supposed to keep up with all this posting?”, I hear you ask. The answer lies in scheduling tools – programmes that you use to make and schedule posts, which get published at any time you choose. This is something you can already do on Facebook via your page, but you need a specific programme to schedule for other social media platforms. There are two tools on the marketplace for content scheduling that we highly recommend: Hootsuite and Sendible.
Hootsuite has a free version of its service and is ideal for small businesses who primarily focus on Facebook, Instagram & Twitter. Sendible is great for marketing professionals or businesses with a large social footprint. A version of Hootsuite with limited features is free to use (you can only link it with three accounts), and there is a 30 day trial for Sendible. We suggest you give them both a test drive and see which you prefer.
Whichever option you choose, scheduling tools are a must if your goal is to reach new potential customers and engage with current ones by posting on social media whilst still having time to sleep and ride your horse.