This summer we embarked on an experiment. The question of how often should you post is asked almost daily by our clients. The answer changes from year to year depending on what is going on with each platform and we were in the belief that it’s not how much you post, but it’s the QUALITY of the content that you are providing to your audience that really mattered.
It seemed however, that we weren’t always right in our assumption and we wanted to test our hypothesis.
If we posted every day, a minimum of once a day, with a goal of twice a day – what would be our results?
We chose our client Perfect Brewing Supply – a homebrew supply shop based in Libertyville, IL for our experiment. In June of 2024 we put our posting plan in place and monitored the recommendations from Meta to determine if what they recommended indeed affected how your company may do in the algorithm. Turns out, that posting twice a day is just about making their goals.
The results were nothing short of mind blowing for us. How much you post matters A LOT on Facebook and Instagram.
When we reviewed the results we noticed a massive improvement year over year in their social media metrics. We were also excited to find out that they had reversed their negative trend line in their sales and were flat to last year for the first time in over six months! We were also encouraged by the increase in online and in-store traffic. Our changes to the posting strategy were having real world impacts – they were getting more customers, not just likes and followers.
The Metrics
Here are some of our results:
- Facebook reach was 4.3K vs 1K a year earlier. That’s a 226.6% increase of eyeballs on the shop’s content!
- 121.1% increase in ORGANIC (we didn’t use paid ads this entire time) social traffic to the webstore
- 200% increase in traffic from Facebook alone to the website
- 1300% increase in traffic from Bing (We were honestly just shocked to see any traction from Bing)
- 159% increase in content interactions
- 63.6% increase in link clicks
- 51.3% increase in Facebook Profile visits
- 52.6% increase in Instagram Profile visits
- 71.4% growth in our Instagram followers
What Did We Post?
We wanted to make sure that we had a variety of posts on our feed to see what type of content was the most effective. Every day at 9am we posted a product shot. We decided to run a sale this month to draw more attention to a different type of homebrew recipe kit. This gave us consistency in our posts and gave our followers something to expect every day which we believe helped us attract followers every day.
We posted Reels. LOTS OF REELS. Video is still kind and Meta is capitalizing on this. Short form video is a traffic driver.
We also focused on Organic content. We were posting videos and images from the shop every week, multiple times a week. It wasn’t every day, but we were definitely shooting for 4-5 days a week.
Our Final Thoughts
According to this study it is imperative to post often and use more organic content if at all possible.
Clients and customers are still seeking out consistency from the brands they follow. They want to understand what you have to offer them, know that it is a unique product offering that will solve a pain point for them and also get to know the people behind the brand.
Our organic content often did better when we featured the shop owner or his family in our videos and reels. Authenticity will dominate any type of iStock photo you can post.
So what can you take away from our study?
Post Often. Post Authentically. Share Your Story Simply.
Questions on this study or how we can help you with your marketing and business efforts? Comment below or reach out to learn more about our coaching programs and how we can help your business grow online and off.
Cheers my friends!