How Often Should I Share a Blog Post on Social Media?
There’s a balancing act when it comes to sharing blog content through your social media channels.
On one hand, you don’t want to overwhelm your audience. You aren’t solely using social as a distribution channel. You interact and engage with your audience in a number of ways. But, on the other hand, if you only share a new blog post or article once, you aren’t getting the most value out of it. In fact, if you’re only sharing a post once, you wasted a lot of time writing it for very little return.
How do you determine the best number of times to share a blog post across your various social channels? And when should you share?
Our community manager Jade Furubayashi gave us her thoughts on the matter:
Like anything on social, it boils down to measurement. You have to understand if what you’re doing works. Is repeated sharing helping or hurting your traffic to a specific blog post? Which content should you share more of? Which should you share less of? – Jade Furubayashi
Why Distribution Strategy Matters
In a recent blog post for KISSmetrics, CoSchedule co-founder Garrett Moon shared the benefits of repurposing blog content.
Moon hypothesizes that even though the follow-up social promotion of a blog post doesn’t drive quite as much traffic as the initial share did, the value is still undeniable. Moon says:
What happens when we share a link to that post a second time the next day? Does the traffic double? Based on the law of diminishing returns, no. That’s not quite what happens during the second round. But, if we share the content again a third time, the traffic (for the second and third sets of shares combined) more than doubles. How can you argue with results like that? – Garrett Moon
How to Determine the Best Number of Shares Per Post
In his KISSmetrics post, Moon outlines a sample calendar for one piece of content:
This example may not be effective for your brand, which is why it’s important to understand what works best for you.
According to Furubayashi, this is easy when you focus on some specific KPIs:
- An increase or decrease in engagement
- An increase or decrease in traffic
- Negative feedback on posts
Furubayashi says the negative indicators are sometimes the most telling:
Obviously, pieces that get massive engagement or traffic deserve to be seen more than once, and we double down on those, but the same is true for the opposite; slouches in stats or negative feedback are great indicators that those pieces of content have run their course and should be removed from my content calendar. – Jade Furubayashi
How to Share a Piece of Content More Than Once
Sharing a blog post multiple times can be difficult without sounding repetitive, but according to Moon, this is crucial to avoid:
For most of us, when we share a blog post on social media, we include the title of the post, a link, and a few hashtags. This is fine. Once! But, it can get pretty monotonous for your followers if you aren’t careful. – Garrett Moon
Moon offers a basic framework for keeping posts diverse when sharing the same article or blog post:
While these are proven tactics for many brands, Furubayashi warns that what is successful or not for your specific audience may surprise you:
Not everything will work. It’s important to test, measure, and plan based on personal results. Social marketing is becoming a science, and with all the resources you have, it’s a crime not to use them. – Jade Furubayashi
While it’s clear that you shouldn’t be afraid to share things more than once, there’s substantial value in understanding when your audience wants your content, and when they lose interest. Make sure you’re not left in the dark.
As the Head of Marketing Communications at Simply Measured and generally delightful person, my job is to use data to tell stories to the internet that help the internet get better at telling stories...You're welcome internet.