Half-Life for Posts on Different Social Media Platforms




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

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.

Twitter


Facebook


Instagram


LinkedIn


YouTube


Pinterest


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

A hi-res version of the Lifespan (Half-Life) of Social Media Posts image is available
here. For permission requests, contact scott@scottgraffius.com.

Note: This article and the accompanying image were updated on October 20, 2019 to add YouTube and incorporate new data. In cases where there are multiple references for a metric and they report different values, the average is applied.

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 This material may not be published, broadcast, rewritten or redistributed without the express written permission of Scott M. Graffius.



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Four Ways to Improve Your Strategic Thinking Skills Today



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Strategic thinking is often considered essential to an organization's successful performance. Some have even advocated for companies to develop the strategic thinking skills of their executives and other staff as a core competency. How can strategic thinking skills be developed? But first, here's a definition.

“Strategic thinking is a distinctive management activity whose purpose is to discover novel, imaginative strategies which can rewrite the rules of the competitive game; and to envision potential futures significantly different from the present. Furthermore, strategic thinking is specified as being conceptual, systems-oriented, directional (linking the future with the past), and opportunistic.”
— Ellen F. Goldman


In other words, strategic thinking is a process used to broaden an individual's perspective to achieve successful outcomes such as competitive advantage. And it can happen at every level of the organization; it's not just for executives.

Here are four specific things you can do to improve your strategic thinking skills.

1. Schedule Time for Strategic Thinking

You are investing in your success as well as that of the organization. Find the time to focus on strategic thinking. A tip is to place a recurring event on your calendar to reserve time for strategic thinking activities.

2. Monitor the Big Picture Including Trends

The default focus at most organizations is on what’s directly ahead. However, "peripheral vision"—including keeping sight of the big picture and industry trends—is essential for long-term success. Some tips follow. Keep abreast of industry organizations and publications. Build external networks to help you best scan the competitive landscape. Determine the unique perspective that your role provides, and define its favorable impact on the organization’s vision, mission, and/or strategic objectives.

3. Ask Questions to Uncover Patterns

Further to your mindfulness of the big picture and understanding of changes in the industry, you can put strategic thinking to work by asking yourself and others questions. A few examples follow. "What if _____?" questions are frequently effective in helping one "see around the corner." And variations such as "If _____, then _____?" often yield insights as well.


4. Embrace Uncertainty and Conflict

Strategic thinking involves envisioning the future and potential proactive ways the organization can change to remain competitive and successful. You should accept that the future is uncertain, and challenging assumptions by asking questions and other tactics may make some people uncomfortable. Remaining mindful of those aspects will help you stay the course in regularly practicing strategic thinking and securing the benefits summarized in this article.

Conclusion

By sharpening your strategic thinking skills, you benefit both yourself and your organization. It helps you make a greater contribution to the business—which may also support your advancement—and it helps the company enjoy greater competitive advantage and long-term success. So, start work on your strategic thinking skills today!

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Bibliography

Atsmon, Yuval (2017, May 2). How to Unleash Your Strategic Thinking. Digital article. McKinsey & Company.

Bonn, Ingrid (2005, June). Improving Strategic Thinking: A Multilevel Approach.
Leadership & Organization Development Journal, 26 (5). DOI: 10.1108/01437730510607844.

Cowan, N. (2001, February). The Magical Number 4 in Short-Term Memory: A Reconsideration of Mental Storage Capacity.
Behavioral and Brain Sciences, 24 (1): 87-119.

Dixit, Avinash K. and Nelebuff, Barry J. (1993).
Thinking Strategically: The Competitive Edge in Business, Politics, and Everyday Life. New York, NY: W. W. Norton & Company.

Goldman, Ellen F. (2007, Summer). Strategic Thinking at the Top.
MIT Sloan Management Review, 48 (4): 75-81.

Graffius, Scott M. (2016).
Thinking Strategically and Acting Tactically. Winnetka, CA: Exceptional PPM and PMO Solutions.

Reynolds, K. (2013). Strategic Thinking for Today's Project Managers. Paper presented at PMI Global Congress 2013—North America, New Orleans, LA. Newtown Square, PA: Project Management Institute.

Syrett, Michael and Devine, Marion (2012).
Managing Uncertainty: Strategies for Surviving and Thriving in Turbulent Times. London, United Kingdom: Profile Books.

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About the Author



Scott M. Graffius is an agile project management consultant, practitioner, award-winning author, and keynote speaker. Content from his books, speaking engagements, and more has been used by businesses, governments, and universities, including Gartner, Cisco, RSA, Ford, Qantas, Atlassian, Bayer, the United States Department of Energy, the New Zealand Ministry of Education, Tufts University, Texas A&M, and others. Thinkers360 named Scott a Top 20 Global Thought Leader and Influencer. His full-length bio is available at: https://bit.ly/bio-smg.

Connect with Scott on Twitter, Facebook, and LinkedIn.

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The short link for this article is
https://bit.ly/4-strategic.
This article was first published here. Later—on August 24, 2021—the article was posted to LinkedIn
here as well.


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© Copyright 2020 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 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



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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 (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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