Half-Life for Posts on Different Social Media Platforms




vggg9b2g-halflife---sg-191020-lr-squashed

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 This material may not be published, broadcast, rewritten or redistributed without the express written permission of Scott M. Graffius.



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Half-Life for Posts on Different Social Media Platforms




vggg9b2g-halflife---sg-191020-lr-squashed

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



social media lifespan halflife v2021B LR-squashed

🔥 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.

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

High resolution versions of the image are available at the following links: here for the JPG file and here for the PNG file. For permission requests, contact the email address noted in the image.

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 2021



social media lifespan halflife v2021B LR-squashed

🔥 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.

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

High resolution versions of the image are available at the following links: here for the JPG file and here for the PNG file. For permission requests, contact the email address noted in the image.

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_Lifespan_2022_v-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 (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 data sources for a platform and different values are reported, the average is applied.)

Scott_M_Graffius_-_Social_Media_HalfLife_2022_3D_LR-SQ

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Twitter

  • Half-life for posts: 24 minutes
  • Data sources: Adobe | Exceptional PPM and PMO Solutions | Moz | The Online Advertising Guide | University of Akron
  • 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
  • Data sources: Exceptional PPM and PMO Solutions | Ignite Social Media | The Online Advertising Guide | Wiselytics
  • 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)
  • Data sources: Exceptional PPM and PMO Solutions | Simply Measured
  • 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)
  • Data sources: Espirian | Exceptional PPM and PMO Solutions
  • 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)
  • Data sources: Business Insider | Exceptional PPM and PMO Solutions
  • 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)
  • Data sources: Exceptional PPM and PMO Solutions | The Online Advertising Guide | WebFX
  • 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]
  • Data sources: Fanbooster (Traject) | Later
  • 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]

Sources: Snapchat • TechniqueHow

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.

black_spacer_lr_sq_v3

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

black_spacer_lr_sq_v3

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.

black_spacer_lr_sq_v3

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



Scott_M_Graffius_Social_Media_Lifespan_2022_v-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 (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 data sources for a platform and different values are reported, the average is applied.)

Scott_M_Graffius_-_Social_Media_HalfLife_2022_3D_LR-SQ

black_spacer_lr_sq_v3

Twitter

  • Half-life for posts: 24 minutes
  • Data sources: Adobe | Exceptional PPM and PMO Solutions | Moz | The Online Advertising Guide | University of Akron
  • 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.

black_spacer_lr_sq_v3

Facebook

  • Half-life for posts: 50 minutes
  • Data sources: Exceptional PPM and PMO Solutions | Ignite Social Media | The Online Advertising Guide | Wiselytics
  • 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.

black_spacer_lr_sq_v3

Instagram

  • Half-life for posts: 1,140 minutes (= 19 hours)
  • Data sources: Exceptional PPM and PMO Solutions | Simply Measured
  • 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.

black_spacer_lr_sq_v3

LinkedIn

  • Half-life for posts: 1,440 minutes (= 24 hours)
  • Data sources: Espirian | Exceptional PPM and PMO Solutions
  • 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.

black_spacer_lr_sq_v3

YouTube

  • Half-life for videos: 8,640 minutes (= 6 days)
  • Data sources: Business Insider | Exceptional PPM and PMO Solutions
  • 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.

black_spacer_lr_sq_v3

Pinterest

  • Half-life for posts: 164,270 minutes (= 3.75 months)
  • Data sources: Exceptional PPM and PMO Solutions | The Online Advertising Guide | WebFX
  • 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.

black_spacer_lr_sq_v3

TikTok

  • Half-life for posts: 0 minutes [exceptions apply: TikTok posts instantly decay—except for viral content]
  • Data sources: Fanbooster (Traject) | Later
  • 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.

black_spacer_lr_sq_v3

Snapchat

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

Sources: Snapchat • TechniqueHow

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.

black_spacer_lr_sq_v3

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

black_spacer_lr_sq_v3

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.

black_spacer_lr_sq_v3

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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