How Often Should You Post on Social Media? Benchmarks for 9 Different Industries

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MARKETING / 11 days ago
How Often Should You Post on
Social Media? Benchmarks for
9 Different Industries
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How often should you post to your social media accounts?
For many marketers, this question is tough. Here’s why: Social media is a
very flexible and fluid part of your marketing strategy. It’s not easy to draw
the line between how much you could be posting and how much
you should be posting.
That’s why we created the 2015 Social Media Benchmarks Report.
Marketers need actionable, tailored insight to improve their social strategy,
and that’s not easy to come by. There’s millions of helpful social media
statistics out there, but the most helpful ones are industry-specific.
So if you want to see how your social media strategy stacks up against
other companies in your space, check out our industry-specific social media

analysis below. You can also click the links below to jump to individual
verticals:
1. Real Estate
2. Marketing Services
3. Software / Tech
4. Hardware
5. Nonprofit / Education
6. Business / Financial Services
7. Healthcare
8. Consumer Goods / Retail / Ecommerce
9. Manufacturing
1) Real Estate
How much do they post?
The real estate industry, above all other industries in our report, posts the
most.
It makes sense, since the real estate industry has constant inventory
changes. The more houses there are to sell, the more posts are necessary
to help move the inventory. Here’s how the real estate industry breaks down
when you look at posts per week:

Where and what are they posting?
If a real estate company is going to post anything to social media, they’re
likely to do it on Facebook. If they're posting more than once a week, real
estate companies are more likely to publish to Twitter so they don't spam
their fans.
5

You’ll also notice that of the companies that publish less than once a week,
48% include an image in their post -- this really speaks to the strategy they
employ as part of the real estate industry. You have to fall in love with the
pictures of the house first before you tell your real estate agent you want to
see it, so real estate marketers really focus on posting visual content (even if
they aren't posting that often).
What's the key takeaway?
If you’re in the real estate industry, consider putting your prime real estate
(pun very much intended) on Facebook while giving some love to your other
homes on faster moving networks like Twitter or Pinterest. While Pinterest
and Instagram are image-focused, Facebook provides a nice mix of visuals
and copy, so you can really write out what makes the house special while
also giving enough space to use photos.
(Click here to return to the top.)
2) Marketing Services
The marketing services industry, which includes services like PR, social
media, and marketing consulting, has the second-highest average of

number of posts per week. These companies help other companies better
market themselves, so they need to be marketing themselves well while
they’re at it. And, if your company is selling services, you can’t afford to not
have a presence where most people are getting recommendations or
shopping around. Here’s how the marketing services industry breaks down
the number of posts per week:
10

If one thing stands out about this graph, it’s that the marketing services
industry heads straight to Facebook. Over 60% of the companies we
surveyed puts at least one Facebook post up a week. However, posts by
platform start to even out with the more posts a company does. And
because they inherently have a lot of content to share, this industry skews
towards posting on networks where a lot of content won’t annoy your
followers. Only 4% of companies are posting to Facebook more than 10x a
week, whereas 19% of companies who post that much are posting to
Twitter.
If you’re in the marketing services industry, be aware that you have to
practice what you preach about social media marketing. If you’re selling
strategy that promises not to spam fans and followers, don’t spam your own.
If you promise to get your clients high-quality leads through great social
media marketing, you’d better have great social media marketing, too. This
industry is under a bit more of a critical eye than the others because social
media is likely connected to the service you’re selling.

3) Software / Tech
With the third-highest posting rate, marketers in the technology industry play
to their strengths and use technology like Facebook and Twitter to spread
the word about their business. Here’s how the software/tech industry breaks
down when you look at posts per week:
10

Even though 66% of companies who post only once a week post to
Facebook, this industry has the second lowest average of Facebook posts
published per week. This is likely due to the fact that the software and
technology industry is ever evolving, both in their own products and the
industry, and that requires a lot of communication with their social media
fans and followers. Facebook isn’t really the platform for constant, timely
updates because the News Feed will only show a certain number of posts to
your followers.
If you’re in the software/tech industry, it may not be your first instinct to
include an image in your posts. However, images still play a large part in this
industry’s social strategy, even when you get to the 10x a week or more
benchmark. Don’t forget that today’s social networks place a lot of
emphasis on your images, so using images to show how your product works
or display what a new feature looks like is key. Visual storytelling is a great
way to show the benefits or value of what you offer.

4) Hardware
The hardware industry’s post per week breakdown is very similar to the
software / tech industry’s above. Even though the two industries are similar
in the data, it makes sense they would be closely aligned. You need
hardware (to some extent) to run software or technology, so these two
industries complement each other on more than one level. Here’s how the
hardware industry's social media strategy breaks down when you look at
posts per week:
10

Like the software / tech industry, social media is important to the hardware
industry, but has slightly lower posting frequencies when you get to the 3-10
posts per week range. However, it's worth noting that the percentage of
posts with images in the 1-3 times per week range is higher than the
software / tech industry's, which is interesting. It seems like hardware
companies rely more heavily on images for their posts than software / tech
companies do.
If you're a marketer in the hardware industry, consider doubling down on
your social media strategy. The company data from our report included in
the graph above tells me that posting to social media might be a two-and-
done activity for the week. If you're seeing good results from your social
media marketing, don't be afraid to up the ante on how much you're posting.
If you've got the content and the bandwidth, don't be afraid to use it -- just be
sure you're posting to the social networks that encourage that frequency.

5) Nonprofit / Education
The nonprofit / education industry definitely devotes time to posting
frequently on social media. This is one of the reasons social media is such a
hot topic in that industry: It’s a marketing channel you don’t necessarily need
to sink any budget into, making it easy for budget-strapped organizations
to clearly take advantage of this (as they should). Here’s how the nonprofit /
education industry breaks down when you look at their weekly posting
strategy:
10

What’s interesting about this industry is their use of Facebook. Of all the
industries included in our benchmarks report, this one has the lowest
percentage of companies in the <1 range for Facebook, and the second
highest percentage of companies in the 10+ range for average Facebook
posts. So this means that although this industry starts out posting to
Facebook, they’re the only industry in our group that really keeps this trend
up.
If you’re in the nonprofit / education industry, don’t forget that images can be
a powerful addition to your social media posts. From the graph above, you
can see the percentage of posts with images start to significantly dip after
you’ve posted at least 10 times a week. I’d encourage you, if you’re in this
industry, to challenge this finding. If you’re taking the time to create content
for social media, make sure you’re getting some graphic creation in there,

too.
6) Business / Financial Services
This industry’s metrics look a lot like what we’ve seen so far in the
software/tech and hardware industries. Posting frequency is on the lower
side of the industries above, but there's still significant Facebook activity for
companies in this industry, especially those who post once or twice a
week. Here’s how the business / financial services industry breaks down
when you look at the posts per week:
10

One of the key differences of this industry lies in their use of Twitter. The
business/ financial services industry has a notably higher percentage of
companies that tweet once a week, and a notably lower percentage of
companies that tweet in the 10+ range. This could be attributed to the fact
that social media may not be the best marketing channel for this industry.
Therefore, crafting a tweet that links off to longer-form content is a more
effective play then trying to detail it all out on a social network. Also, the
percentage of posts with images is higher than some industries, but lower
than some, too.
If you’re in the business / financial services industry and you’re not using
social media 2-3 times a week to share content about your industry or
business, consider doing so. As I mentioned above, you may already have

marketing channels (like email) that’s bringing in revenue for your business.
Try and figure out how you can repurpose that content to share on social
networks. If you are already doing so, keep in mind that images, no matter
what the topic, could catch more clicks than what you’re getting now, so the
effort to create them will be well worth it, especially if those clicks lead to
paying customers.
7) Healthcare
The healthcare industry looks a lot like the business / financial services
industry. However, the key difference is that this industry tends to post less
frequently overall. This could be due to the fact that this industry is highly
regulated and contains a lot of sensitive information, so their website is
likely the best place to get the information you need. Here’s how the
healthcare industry breaks down when you look at posts per week:
10

This industry also tends to skew towards using Twitter instead of Facebook,
although the percentage of companies posting weekly to Facebook is
nothing to sneeze at. Healthcare companies are certainly using social
media to share content or news, but compared to some of our other
industries, it happens a lot less.
If you’re in the healthcare industry, social media is likely not your top
marketing channel. But that doesn’t mean that people aren’t talking about

you on social media. Beyond making sure you have a presence on social
networks and posting content, you can also use the search functionality on
social networks to find content to share and, in turn, start to become a
thought leader in your industry. Head on over to Facebook or Twitter on a
day you have nothing schedule and search for keywords you know are
related to your business. You never know what you’ll find.
8) Consumer Goods / Retail /
Ecommerce
The consumer goods / retail / ecommerce industry, out of all the industries in
our report, has the second lowest overall post per week average, tweet per
week average, and image per post per week. Let’s get straight to the graph
on this one -- here’s how the this industry breaks down when you look at
posts per week:
10

Even though this industry’s posting frequency is low, it has the fourth highest
Facebook posts per week out of the nine industries featured in our report.
Facebook is a great platform for this industry given its features, such as the
ability to create photo albums of your goods or to easily refer people to your
brand by Facebook's native sharing mechanism. So even though this
industry doesn’t post a lot to social media, it seems like it gravitates towards
the platform that’s right for them. Also, the importance of images in posts
seems to drop off after a company has posted once or twice per week.

If you’re in the consumer goods / retail / ecommerce industry, see if you can
find new and unique ways to share information about your goods. This could
be challenging given the fact that the posting frequency for this industry is
low, but I’ll still challenge you nonetheless. Even if you don’t have new
inventory to take pictures of, or new features to share with your audience,
you can still post content that answers common questions or concerns that
arise around your industry.
9) Manufacturing
There seems to be a not-so-thin line for companies in the
manufacturing industry posting 1-3 times per week and companies that post
3-10 or 10x a week. The percentage of companies that post to Facebook or
Twitter, with or without images, drops off there significantly. Here’s how the
manufacturing industry breaks down when you look at posts per week:
10

Speaking of that love-hate relationship, you can see it really play out in their
use of Facebook. In our report, 74% of manufacturing companies that
publish less than one post per week choose to post to Facebook -- more
than any other industry we have data on. But check out what happens as you
approach the 10x a week mark -- it drops all the way down to 2%. It’s safe to
safe that most companies in this industry hold strong to posting to Facebook
once a week, and that’s it. Twitter has a similar showing as Facebook, but
the drop-off is not as drastic.

If you’re in the manufacturing industry, you are likely using social media just
to “be there,” and not using it for your main source of lead generation or
content sharing. I'd advise that, when do you use social media, however
infrequent that may be, that you take extra-special care of what you post. If
you only update it once or twice a week, that content has to still be relevant
to your audience's interests and aligned with your marketing goals. If it’s not,
it cancels out the fact that you even have a presence on social media, since
your content could potentially be out of date or irrelevant to your audience.
Want even more analysis on industries or companies like yours?
Download our social media benchmarks report for more data you can use
to optimize your social media strategy.

Topics: Social Media, Ecommerce, Marketing Data, Nonprofit, Education
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the staff knows our name, our order, and that we like our martinis shaken,
not stirred. This personal connection is what keeps us coming back. But
how do you achieve that same personal feel in ecommerce?
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4 Essential Tips for Navigating the Content
Planning Roadmap
Written by Erica Tiffany
What makes for a successful family road trip? Some may argue that it’s a
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solid mix of entertainment and snack packs, but many seasoned
vacationers know that in order to arrive at their destination unscathed, they
need to pinpoint their exact route, find the right vehicle, fill up the gas tank,
and double check their emergency toolbox before they can even think about
hitting the open road.
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Should You Buy the Apple Watch?
[Flowchart]
It's been a whopping five years since Apple unveiled a new product line: the
iPad. So, needless to say, Apple fans are chomping at the bit to get their
hands on the latest piece of hardware from the tech giant: the much-
anticipated Apple Watch.
Well, the day has finally come. It's rumored that Apple will unveil the Apple
Watch at their event this afternoon. It will come in three distinct varieties: one
with a standard stainless steel casing, one with an aluminum casing, and
one with an 18-karat gold casing.
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Read More
10 Examples of Captivating Data
Visualization
Written by Ross Crooks
Data can be very powerful if you can actually understand what it's telling you.
It's not easy to get clear takeaways by looking at a slew of numbers and
stats -- you've got to have the data presented in a logical, easy-to-
understand way.
Enter data visualization. Using charts, graphs, and design elements, data
visualization can help you easily explain trends and stats.
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1 Million B2B Sales Jobs Will Vanish by 2020
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[New Research]
Written by Emma Snider
This post originally appeared on the Sales section of Inbound Hub. To
read more content like this, subscribe to Sales.
The trend can't be ignored any longer: Buyers are more informed and self-
sufficient than ever before. They can do all the research they want about a
particular product or service on the company website, and even buy online if
the option is available.
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Is Personalization Creepy? 6 Experts Weigh
In
You would think that personalization of content and ads would be a welcome
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tactic, considering how many people complain about irrelevant advertising.
Read More
How to Use Excel: 14 Simple Excel Shortcuts,
Tips & Tricks
Sometimes, Excel seems too good to be true. All I have to do is enter a
formula, and pretty much anything I'd ever need to do manually can be done
automatically. Need to merge two sheets with similar data? Excel can do it.
Need to do simple math? Excel can do it. Need to combine information in
multiple cells? Excel can do it.
Read More
Why People Unfollow Your Brand on Social
Media [New Data]
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Written by Andrea Lehr
One of the most important things a brand can do is understand its target
audience. What do they worry about? Where do they hang out? How do they
prefer to interact with brands?
When they dive into answering these questions, many businesses discover
that social media is a goldmine for their marketing efforts. Not only are
social networks a popular place for people to hang out on, but also
consumers expect brands to have a presence on social media.
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12 of the Best Email Marketing Examples
You've Ever Seen (And Why They're Great)
At one point or another, we all need inspiration to do our jobs better. It
doesn't matter whether you're a marketing veteran who has navigated
through years of changing technology or a newbie fresh out of college -- we
all need examples of outstanding content. It helps us get through creative
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ruts, make the case to our boss for experimentation, and improve our own
marketing.
Most of the time, inspiration is easy to find because most marketing content
is publicly available. You can scour the internet or go on your favorite social
network to see what your connections are talking about.
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The 3 Pillars of Consumer Confidence
Written by
No matter what your ecommerce strategy involves, gaining consumer
confidence is crucial to achieving success in 2015. Unfortunately, there are
no shortcuts: consumer confidence can only be earned through hard work,
but it's a whole heck of a lot easier when you use these three easy steps as
your guide.
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Why Journalists Are Outranking Marketers
in Search (And How We Can Compete)
Written by Victoria Young
In the shifting sands of SEO, there’s one constant: It’s much better to top the
SERPs than it is to rank on page two. How much better? Nearly 800%
better.
And, as you’ll see in the tables below, when it comes to ranking in search,
publications -- that is, actual news sites -- still do it best. The inbound
marketing movement, however, has helped bridge the gap that divides
brands and publications.
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How to Make the Most of a 30 Minute
Interview
Written by Eric Pratt
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Hiring good people is difficult, time consuming, and costly. If you're in a
constant cycle of hiring like most growing organizations, I don't have to tell
you about the time warp it can cause-- but what about the cost?
The more interviews you do, the more you spend. The more of your time
that's absorbed in lengthy interviews the more likely you are to take shortcuts
and make mistakes.
Read More
How to Use Analytics to Make Smarter
Marketing Decisions [Free Webinar]
Every marketer needs data. You need data to show your boss the value of
your work. You need data to determine if a campaign is running smoothly.
You need data to make decisions about what you should continue working
on -- and what you shouldn't.
But that doesn't mean every data point you can get your hands on is
important to track. With only so much time in the day to measure your
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marketing performance, what pieces of data should you actually be
monitoring? What are some of the vanity metrics that you don't really need
to track?
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38 Incredibly Amusing Twitter Bios
Written by Jess Marranco
Perhaps one of the most challenging parts of making an impact on social
media is coming up with something profound in 140 characters. That’s right;
I’m talking about the tweet.
A tweet is short, sweet, and to the point. And crafting one often leaves us
staring blankly at that little blinking cursor, hoping for a way to rephrase the
tweet to let up some characters for an image, a link, or that ever-essential
hashtag.
Read More
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5 Infographics to Teach You How to Easily
Make Infographics in PowerPoint [Free
Templates]
Despite the spattering of headlines that have popped up over the past
couple years proclaiming "infographics are dead," infographics are, in fact,
alive and well.
We just checked -- they're totally healthy. I mean, there are a lot of them, but
when marketers spend the time aligning the topic, content, and style of their
infographics with the needs and preferences of their target audiences,
they're still finding success.
Read More
Battle of the Brands: Which Famous Rival
Company Has Better Marketing?
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Ba da ba ba ba, I’m lovin’ it.
We can instantly identify their logos. We can hum along to their jingles.
We’re on a first name basis with their mascots. We can repeat their slogans
as mantra.
How were big brands like McDonald’s able to attain such a ubiquitous
status?
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The Essential Guide to Using Mobile
Messaging Apps in Your Marketing
Millennials. Generation Z. The two groups comprise the most coveted set of
consumers. They are future clients and customers, and they will determine if
a brand lasts or lags behind. But they are a confusing group -- to brands
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(and their parents).
Read More ›

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