Lifespan (Half-Life) of Social Media Posts: Update for 2022



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For permission requests and high resolution images, see below.

2022 Update

Social media marketing is one of the most important aspects of digital marketing. It involves creating and sharing content on social media networks in order to advance business objectives such as marketing and branding goals. When well-executed, it delivers 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, and a helpful metric is half-life. It’s the amount of time it takes for a post to receive half of its total engagement (e.g., likes, shares/re-tweets, and comments). The data can help inform the scheduling of posts.

This article and the accompanying visual provides data on Twitter, Facebook, Instagram, LinkedIn, YouTube, Pinterest, TikTok, and Snapchat. As shown, the half-life of posts varies by platform. Details follow. (In cases where there are multiple references for a metric and different values are reported, the average is applied.)

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Twitter

Half-life for posts: 24 minutes

References:

Note: The average half-life duration of 24 minutes related here for Twitter posts is longer than the 21 minutes shown in the earlier analysis which was conducted last year.

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Facebook

Half-life for posts: 50 minutes

References:

Note: The average half-life duration of 50 minutes related here for Facebook posts is
longer than the 30 minutes shown in the earlier analysis which was conducted last year.

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Instagram

Half-life for posts: 1,140 minutes (= 19 hours)

Reference:
https://get.simplymeasured.com/2014-q4-instagram-study.html#sm.00010ubysp4k5cujr2e2hdhgkg67l (reports 19 hours)

Note: The average half-life duration of 19 hours related here for Instagram posts is
unchanged from what was shown in the earlier analysis which was conducted last year.

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LinkedIn

Half-life for posts: 1,440 minutes (= 24 hours)

Reference:

Note: The average half-life duration of 24 hours related here for LinkedIn posts is
unchanged from what was shown in the earlier analysis which was conducted last year.

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YouTube

Half-life for videos: 8,640 minutes (= 6 days)

Reference:

Note: The average half-life duration of 6 days related here for YouTube posts is unchanged from what was shown in the earlier analysis which was conducted last year.

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Pinterest

Half-life for posts: 164,270 minutes (= 3.75 months)

References:

Note: The average half-life duration of 3.75 months related here for Pinterest posts is
longer than the 3.5 months shown in the earlier analysis which was conducted last year.

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TikTok

Half-life for posts: 0 minutes [exceptions apply: TikTok posts instantly decay—except for viral content]

References:

Note: The half-life data related here for TikTok posts (0 minutes, with exceptions) is unchanged from what was shown in the earlier analysis which was conducted last year.

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Snapchat

Half-life for posts: 0 minutes [exceptions apply: Snapchat messages may disappear instantly or live up to 24 hours]

References:

Note: The half-life data related here for Snapchat posts (0 minutes, with exceptions) is unchanged from what was shown in the earlier analysis which was conducted last year.

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Half-life values vary by platform. The data can help inform the scheduling of posts.

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Downloadable High-Resolution Versions of 'Lifespan (Half-Life) of Social Media Posts: Update for 2022' Infographic-Visual

For permission requests, contact the email address noted in the image.

High resolution versions of the image are available at the following links: here for the JPG file and here for the PNG file.

How to cite: Graffius, Scott M. (2022). Lifespan (Half-Life) of Social Media Posts. Version 2022. Available at ScottGraffius.com.

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The short URL for this article is:
https://bit.ly/social-22

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