In this article, in which we hope you will find an answer, we have decided to focus only on the most popular and used social networks in Italy: Facebook, Instagram, TikTok and LinkedIn.<\/p>\n\n\n\n
FREQUENCY OF PUBLICATION<\/strong><\/p>\n\n\n\n First of all, we want to highlight that, in general terms, the content calendar is something very subjective: every brand defines the editorial line that best suits its availability and its audience activity on the platforms. Indeed, it will be pointless and time-consuming to define a strategy involving a high publication frequency if the company does not have the resources needed to deal with it or, in the case of a personal brand, one is engaged in other activities: you will be pursuing an unachievable goal that will lead to a sense of overwhelm and frustration, and this is not what we want.<\/p>\n\n\n\n How do we work out what is the right balance<\/strong> for us?<\/p>\n\n\n\n Obviously, as in all things, there is always a starting point: in this case, we can follow some best practices<\/strong> until we feel confident enough to define a personal strategy, specifically tailored to our needs and goals.<\/p>\n\n\n\n FACEBOOK BEST PRACTICE<\/strong><\/p>\n\n\n\n It\u2019s the pioneer of all social platforms and, although its use is decreasing among younger people, in Q4 2023 it had more than 3 billion monthly<\/a> users, of which more than 2 billion<\/a> are active daily.<\/p>\n\n\n\n In terms of audience, a worldwide analysis<\/a> by Statista identifies the 25-34 age group as the most present on the platform as of January 2024, confirming that millennials who saw the platform\u2019s birth are still the most active, followed by the 18-24 age group. As for gender<\/a>, however, it reports the presence of a male audience for 56,8% and a female audience for 43,2%.<\/p>\n\n\n\n At the engagement level, considering the organic drop that is afflicting all platforms, Facebook would seem to be the most affected, so much to \u201cforce\u201d Meta to insert a paragraph called \u201cWhy has my Page’s organic reach dropped?<\/a>\u201d directly on the Help Center.<\/p>\n\n\n\n In any case, if you decide to preside over this social, Hootsuite<\/a> experts recommend posting on Facebook 1 to 2 times a day. Brayden Cohen, Social Marketing Manager at Hootsuite claims that \u201cDaily posting will grow followers 4x faster than posting less than once a week.\u201d<\/p>\n\n\n\n INSTAGRAM BEST PRACTICE<\/strong><\/p>\n\n\n\n We can say that Instagram is one of the most used and, above all, trafficked social networks today. With 2 billion monthly active users, it\u2019s the fourth most used social platform (as of January 2024<\/a>) preceded only by Facebook, YouTube and WhatsApp.<\/p>\n\n\n\n According to data collected by Statista, as of January 2024, its audience<\/a> is mainly concentrated in the 18-24 bracket (with 31,8% of users), closely followed by the 25-34 bracket (the exact opposite of Facebook). Even here, however, the male gender<\/a> is slightly more present, with 50,6% vs. 49,4% of the female gender.<\/p>\n\n\n\n In most areas, Instagram remains the social where the Reach Engagement Rate (i.e. the rate of users who interacted with the content after seeing it \u2013 different from the classic Engagement Rate based on the number of followers) is highest. For our convenience, Hootsuite has collected the Engagement Rates of all platforms by sector<\/a>, providing us with some useful benchmarks.<\/p>\n\n\n\n Given the high traffic of content on the platform, we suggest not exaggerating with posting to avoid possible cannibalisation between contents: for this, a weekly scheduling of 3 contents on the feed, using a mix of formats like image, carousel and reel, could be a good starting point. This will have a double benefit \u2013 compared to posting 1 post per week: on the one hand, the chances to be featured in the Explore section and reach a new audience will be higher, on the other hand, it will be possible to test what works best, and when, for the audience that already follows you.<\/p>\n\n\n\n Regarding stories Adam Mosseri<\/a>, Head of Instagram, advises us to publish 2 stories per day, but you can also publish more. If you prefer to opt for several \u201csets\u201d of stories, it might be useful to publish them at different times of the day, instead of publishing them all in bulk, to be present in the stories section many times in 24 hours.<\/p>\n\n\n\n But, in addition to the publication frequency, on Instagram it\u2019s very crucial to choose the right timing: it\u2019s essential to be able to understand when your audience is online to maximise the chances of creating engagement with the content and improve its evaluation by the algorithm. Luckily, the platform itself is there to help us with this analysis: in the insight section, indeed, it\u2019s possible to have visibility of the days and hours when your fanbase is most active.<\/p>\n\n\n\n To view the data, simply enter your profile and click on the three lines in the top right corner, then select \u201cInsight\u201d \u2013 \u201cTotal followers\u201d and, after setting the time frame of interest (the wider the frame, the more the data will indicate average behaviour), you will be able to consult the \u201cMost active times\u201d section at the bottom of the page, where you can examine the hourly and daily timetables. For greater precision, it will then be possible to tap on the graph to get the exact numbers.<\/p>\n\n\n\n LINKEDIN BEST PRACTICE<\/strong><\/p>\n\n\n\n The social that made networking its core business. But it\u2019s not only this that differentiates LinkedIn from other socials but rather its algorithm: in fact, when someone engages with a post within the platform, it will also be shown in their contacts\u2019 feed, thus increasing its potential audience.<\/p>\n\n\n\n Speaking of audience, data as of January 2024 collected by Statista tells us that the age group<\/a> most present on the platform is 25-34, with the male gender<\/a> at 56,4% and the female gender at 43,6%.<\/p>\n\n\n\n In general, from LinkedIn\u2019s best practices<\/a>, we pick the advice to publish at least once a day and test publishing at different times to understand what works best for your audience.<\/p>\n\n\n\n But suppose the daily posting is too hard to handle for your organisation. In that case, a more concentrated scheduling can be considered: specifically, it\u2019s better to take advantage of weekdays, especially Monday to Wednesday, when people are more operational and more focused on business topics, and to prefer the morning slot \u2013 ideally from 9 am to 11 am.<\/p>\n\n\n\n Finally, the metric that is best valorised by the platform would seem to be the comment, so it\u2019s important to stimulate conversations as much as possible, both in the copy \u2013 perhaps through questions to the community \u2013 and in response to the comments themselves, to which LinkedIn recommends responding as real-time as possible.<\/p>\n\n\n\n TIKTOK BEST PRACTICE<\/strong><\/p>\n\n\n\n At last, we come to the hottest platform of the moment, with a total of 1.5 billion active users<\/a> as of January 2024 and the podium of the most downloaded apps in more than 40 countries.<\/p>\n\n\n\n Our trusted global data<\/a> collected by Statista in January 2024 informs us that the platform\u2019s main age group, with no surprise, is 18-24, made up of 18% females and 18,6% males. Second place goes to the 25-34 age group, composed of 15% female users and 17,6% male users.<\/p>\n\n\n\n In this case, unlike all the social networks seen above, the recommended publication frequency is exaggeratedly different: TikTok<\/a> itself suggests posting 1 to 4 contents per day, to test how the audience greets these contents. This is because, according to the platform \u201cOnce your content is live, it travels freely on TikTok, reaching users based on their interests. To captivate new audiences, the key is to continuously share fresh and diverse content.\u201d<\/p>\n\n\n\n Nevertheless, it\u2019s perfectly understandable that such a frequency is very difficult to maintain regularly. Therefore, it\u2019s much better to aim for a more realistic schedule that allows to maintain consistency in publishing, which is essential to reach new and wider audiences: publishing 3-5 posts per week could be a good starting point.<\/p>\n\n\n\n If you have just opened your profile, it is also good to test the publication timing. Hootsuite carried out some tests<\/a> on over 30.000 posts in 2022, calculating the best combination of days and hours to post. You can start with this analysis and then customize the scheduling with time, based on your results.<\/p>\n\n\n
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