Half-Life for Posts on Different Social Media Platforms

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If there are any supplements or updates to this article after the date of publication, they will appear in the Post-Publication Notes section at the end of this article.

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Social media is one of the most important aspects of digital marketing. Well-executed, it provides several benefits: improved brand and marketplace awareness, engagement with a worldwide audience, increased traffic, enhanced search engine optimization (SEO) rankings, and more.

The lifespan of posts is of interest. Because content can live forever, a more helpful metric is half-life. It’s the amount of time it takes for a post to receive half of its total engagements. As shown in the image above and described below, the half-life of posts varies by platform.

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Twitter


Facebook


Instagram


LinkedIn


YouTube


Pinterest


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Be mindful of the half-life values when posting content.

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Post-Publication Notes

Update on 6 January 2025

Algorithms and other factors on social media platforms change over time. For that reason, Scott M. Graffius periodically updates his 'Lifespan (Half-Life) of Social Media Posts' research. The most current edition is
here.

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© Copyright 2018 Scott M. Graffius. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without the express written permission of Scott M. Graffius.



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