Lifespan (Half-Life) of Social Media Posts: Update for 2021



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🔥 The latest version of this article and visual is located here.

2021 Update


Social media marketing (SMM) 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. 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 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.

Earlier versions of this article and the associated visual covered six platforms: Pinterest, YouTube, LinkedIn, Instagram, Facebook, and Twitter. This update addresses those six platforms, and two additional ones: TikTok and Snapchat.

Twitter


Facebook


Instagram


LinkedIn


YouTube


Pinterest


TikTok


Snapchat


In cases where there are multiple references for a metric and they report different values, the average is applied.

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

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Downloadable High-Resolution Versions of 'Lifespan (Half-Life) of Social Media Posts' 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.

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The short URL for this article is
bit.ly/halflife-2021.

#Branding #ContentMarketing #Digital #DigitalContent #DigitalMarketing #DigitalMedia #DigitalStrategy #DigitalTactics #Facebook #Halflife #HalflifeForPosts #Instagram #InternetMarketing #LifespanOfSocialMediaPosts #LinkedIn #Marketing #Pinterest #Posts #SEO #ShelfLifeOfPosts #Snapchat #Social #SocialMarketing #SocialMedia #SocialMediaMarketing #SocialMediaPlatforms #TikTok #Twitter #YouTube





© Copyright 2021 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 This material may not be published, broadcast, rewritten or redistributed without the express written permission of Scott M. Graffius.





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



Scott_M_Graffius_-_Social_Media_HalfLife_v-2022-Rev-BLG-LR-SQ

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 (such as likes, shares, and comments). The data can help inform the scheduling of posts.

This article including the visual above highlights data on Twitter, Facebook, Instagram, LinkedIn, YouTube, Pinterest, TikTok, and Snapchat. In cases where there were multiple data sources for a platform and different values were reported, the average was applied. As shown, the half-life of posts varies by platform. Details follow.

Scott_M_Graffius_-_Social_Media_HalfLife_2022_3D_LR-SQ

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Twitter

The average half-life duration for Twitter posts is 24 minutes. That's longer than the 21 minutes shown in the earlier analysis which was conducted in 2021.

Data sources: Adobe, Bit.ly, Exceptional PPM and PMO Solutions, Moz, Social Media University—Global, The New York Times, The Online Advertising Guide, and University of Akron.

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Facebook

The average half-life duration for Facebook posts is 50 minutes. That's longer than the 30 minutes shown in the earlier analysis which was conducted in 2021.

Data sources: Bit.ly, Exceptional PPM and PMO Solutions, Ignite Social Media, The New York Times, The Online Advertising Guide, and Wiselytics.

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Instagram

The average half-life duration for Instagram posts is
1,140 minutes (= 19 hours). That's unchanged from what was shown in the earlier analysis which was conducted in 2021.

Data sources: Exceptional PPM and PMO Solutions, and Simply Measured.

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LinkedIn

The average half-life duration for LinkedIn posts is
1,440 minutes (= 24 hours). That's unchanged from what was shown in the earlier analysis which was conducted in 2021.

Data sources: Espirian, and Exceptional PPM and PMO Solutions.

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YouTube

The average half-life duration for YouTube posts is 8,640 minutes (= 6 days). That's unchanged from what was shown in the earlier analysis which was conducted in 2021.

Data sources: Bit.ly, Business Insider, Exceptional PPM and PMO Solutions, Google, and The New York Times.

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Pinterest

The average half-life duration for Pinterest posts is 164,270 minutes (= 3.75 months). That's longer than the 3.50 months shown in the earlier analysis which was conducted in 2021.

Data sources: Exceptional PPM and PMO Solutions, Pinterest, The Online Advertising Guide, and WebFX.

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TikTok

The average half-life duration for TikTok posts is 0 minutes. Exceptions apply: TikTok posts instantly decay—except for viral content. That's unchanged from what was shown in the earlier analysis which was conducted in 2021.

Data sources: Fanbooster (Traject), Later, and TikTok.

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Snapchat

The average half-life duration for Snapchat posts is
0 minutes. Exceptions apply: Snapchat messages may disappear instantly or live up to 24 hours. That's unchanged from what was shown in the earlier analysis which was conducted in 2021.

Data sources: Snapchat, and TechniqueHow.

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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

#Branding #ContentMarketing #Digital #DigitalContent #DigitalMarketing #DigitalMedia #DigitalStrategy #DigitalTactics #Facebook #Halflife #HalflifeForPosts #Instagram #InternetMarketing #LifespanOfSocialMediaPosts #LinkedIn #Marketing #Pinterest #Posts #SEO #ShelfLifeOfPosts #Snapchat #Social #SocialMarketing #SocialMedia #SocialMediaMarketing #SocialMediaPlatforms #TikTok #Twitter #YouTube





© Copyright 2022 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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