Social Media Half-Life
Paper in Peer-Reviewed Academic Journal 'Res Rhetorica' Features Research by Scott M. Graffius on the Lifespan (Half-Life) of Social Media Posts
10 May 2024
BY SCOTT M. GRAFFIUS | ScottGraffius.com
‘Contemporary Prolepsis in Digital Rhetoric: The Roles and Functions of Proleptic Cues’ paper in peer-reviewed academic journal Res Rhetorica features Scott M. Graffius’ ‘Lifespan (Half-Life) of Social Media Posts’ research.
When content is published online, relevance and engagement have a limited lifespan. An advantageous objective metric is half-life. It’s the time it takes for a post to receive half of its total engagement (such as likes, shares, and comments). Data can help inform strategic and tactical decisions, such as the frequency and scheduling of posts.
However, reports by others on the shelf life of social media are often outdated or based on the experience of one person, one organization, or one limited set of data. With any of those common limitations, findings are at risk of being non-representative, inaccurate, or unreliable.
It’s important to have a large dataset from multiple sources. In addition to generating results that are more likely to be appropriately representative, accurate, and reliable, this approach provides a more complete picture and helps identify trends.
In 2018, Scott M. Graffius first published data on the average lifespan (half-life) of posts on Snapchat, X (formerly Twitter), Facebook, Instagram, LinkedIn, YouTube, Pinterest, and blogs — based on data from multiple sources. Algorithms and other factors on platforms change over time. For that reason, Graffius periodically updates the analysis. The current (2024) edition of his ‘Lifespan (Half-Life) of Social Media Posts’ is here.
Scientists, researchers, journalists, academics, YouTubers, podcasters, SEO experts, analysts, businesses, government agencies, and others have featured and used Graffius’ research. Res Rhetorica was added to the list.
Here's the citation:
Landowska, A., Rocci, A., & Koszowy, M. (2024, April 3). Contemporary Prolepsis in Digital Rhetoric: The Roles and Functions of Proleptic Cues. Res Rhetorica, 11 (1): 138-154. DOI: https://doi.org/10.29107/rr2024.1.10.
The cover image is shown above.
Page 146 is shown above.
Page 152 is shown above.
About the Journal
The following includes information from https://resrhetorica.com/index.php/RR/about.
Res Rhetorica is a peer-reviewed open access quarterly academic journal associated with the Polish Rhetoric Society. Its scope includes both theories of rhetoric and practices of persuasive communication. It publishes original theoretical or analytic papers, as well as book reviews, notes on current developments and conferences in the field.
About the Author - Alina Landowska
The following includes information from https://english.swps.pl/alina-landowska.
Alina Landowska, Ph.D. is a cultural researcher. She teaches at SWPS University of Social Sciences and Humanities (Warsaw, Poland), and she collaborates with EMCC Poland as a mentor and executive coach. Her research interests include cultural evolution theory, humanistic management, and business ethics. Landowska has studied and carried out research at SDG Academy (UN), Tantur Ecumenical Institute in Jerusalem (University of Notre Dame, USA), the Baltic University Program (Uppsala, Sweden), and the Swedish Institute for Environmental Research (Kalmar, Sweden). She co-founded the Instytut Rozwoju (Development Institute) think-tank. She was the former Vice President of Polskie Stowarzyszenie Kobiet Biznesu (Polish Association of Women in Business). She represented Employers of Poland at the Business and Industry Advisory Committee by the Organisation for Economic Co-operation and Development.
About the Author - Andrea Rocci
The following includes information from https://resrhetorica.com/index.php/RR/article/view/757.
Andrea Rocci is professor of Language Sciences and Director of the Institute of Argumentation, Linguistics and Semiotics at the Università della Svizzera Italiana (Lugano, Switzerland). He is also Director of the Master Programme in European Studies in Investor Relations and Financial Communication (ESIR) offered jointly with Università Cattolica (Milan, Italy). He has published extensively in the fields of argumentation, pragmatics, semantics, and discourse analysis. He is co-author (with Marcel Danesi) of a textbook on global linguistics. He has directed several projects on argumentation in the contexts of journalism and communication funded by the Swiss National Science Foundation.
About the Author - Marcin Koszowy
The following includes information from https://resrhetorica.com/index.php/RR/article/view/757.
Marcin Koszowy is an associate professor and member of Laboratory of The New Ethos at the Warsaw University of Technology (Warsaw, Poland). He is a founding member of the steering board of European Conference on Argumentation, and chairs ArgDiaP organization fostering research on argumentation in Poland. His work is situated in the areas of logic, philosophy of language, pragmatics, and AI. He has published two books and over 40 papers in journals such as Argumentation, Pragmatics & Society, and Discourse & Society.
About Scott M. Graffius
Scott M. Graffius, PMP, SA, CSP-SM, CSP-PO, CSM, CSPO, ITIL, LSSGB is an agile project management practitioner, consultant, thinker, creator, multi-award-winning author, and international public speaker. Founder and CEO of Exceptional PPM and PMO Solutions™ and subsidiary Exceptional Agility™, he has generated over $1.9 billion for Global Fortune 500 businesses and other organizations he has served. Graffius and content from his books, talks, workshops, and more have been featured and used by Microsoft, Oracle, Broadcom, Cisco, Gartner, Project Management Institute, IEEE, National Academy of Sciences, United States Department of Energy, Yale University, Tufts University, and others. He delights audiences with dynamic and engaging talks and workshops on agile project management, AI, Tech leadership, video game development, strategic alignment, the science of high performance teams, and more. To date, he's presented sessions at 90 conferences and other events across 25 countries.
His full bio is available here.
Connect with Scott on:
About Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions
Shifting customer needs are common in today's marketplace. Businesses must be adaptive and responsive to change while delivering an exceptional customer experience to be competitive.
There are a variety of frameworks supporting the development of products and services, and most approaches fall into one of two broad categories: traditional or agile. Traditional practices such as waterfall engage sequential development, while agile involves iterative and incremental deliverables. Organizations are increasingly embracing agile to manage projects, and best meet their business needs of rapid response to change, fast delivery speed, and more.
With clear and easy to follow step-by-step instructions, Scott M. Graffius's award-winning Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions helps the reader:
Hailed by Literary Titan as “the book highlights the versatility of Scrum beautifully.”
Winner of 17 first place awards.
Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions is available in paperback and ebook/Kindle in the United States and around the world. Some links by country follow.
About Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change
Thriving in today's marketplace frequently depends on making a transformation to become more agile. Those successful in the transition enjoy faster delivery speed and ROI, higher satisfaction, continuous improvement, and additional benefits.
Based on actual events, Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change provides a quick (60-90 minute) read about a successful agile transformation at a multinational entertainment and media company, told from the author's perspective as an agile coach.
The award-winning book by Scott M. Graffius is available in paperback and ebook/Kindle in the United States and around the world. Some links by country follow.
DOI: 10.13140/RG.2.2.30862.57924
© Copyright 2024 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.
‘Contemporary Prolepsis in Digital Rhetoric: The Roles and Functions of Proleptic Cues’ paper in peer-reviewed academic journal Res Rhetorica features Scott M. Graffius’ ‘Lifespan (Half-Life) of Social Media Posts’ research.
When content is published online, relevance and engagement have a limited lifespan. An advantageous objective metric is half-life. It’s the time it takes for a post to receive half of its total engagement (such as likes, shares, and comments). Data can help inform strategic and tactical decisions, such as the frequency and scheduling of posts.
However, reports by others on the shelf life of social media are often outdated or based on the experience of one person, one organization, or one limited set of data. With any of those common limitations, findings are at risk of being non-representative, inaccurate, or unreliable.
It’s important to have a large dataset from multiple sources. In addition to generating results that are more likely to be appropriately representative, accurate, and reliable, this approach provides a more complete picture and helps identify trends.
In 2018, Scott M. Graffius first published data on the average lifespan (half-life) of posts on Snapchat, X (formerly Twitter), Facebook, Instagram, LinkedIn, YouTube, Pinterest, and blogs — based on data from multiple sources. Algorithms and other factors on platforms change over time. For that reason, Graffius periodically updates the analysis. The current (2024) edition of his ‘Lifespan (Half-Life) of Social Media Posts’ is here.
Scientists, researchers, journalists, academics, YouTubers, podcasters, SEO experts, analysts, businesses, government agencies, and others have featured and used Graffius’ research. Res Rhetorica was added to the list.
Here's the citation:
Landowska, A., Rocci, A., & Koszowy, M. (2024, April 3). Contemporary Prolepsis in Digital Rhetoric: The Roles and Functions of Proleptic Cues. Res Rhetorica, 11 (1): 138-154. DOI: https://doi.org/10.29107/rr2024.1.10.
The cover image is shown above.
Page 146 is shown above.
Page 152 is shown above.
About the Journal
The following includes information from https://resrhetorica.com/index.php/RR/about.
Res Rhetorica is a peer-reviewed open access quarterly academic journal associated with the Polish Rhetoric Society. Its scope includes both theories of rhetoric and practices of persuasive communication. It publishes original theoretical or analytic papers, as well as book reviews, notes on current developments and conferences in the field.
About the Author - Alina Landowska
The following includes information from https://english.swps.pl/alina-landowska.
Alina Landowska, Ph.D. is a cultural researcher. She teaches at SWPS University of Social Sciences and Humanities (Warsaw, Poland), and she collaborates with EMCC Poland as a mentor and executive coach. Her research interests include cultural evolution theory, humanistic management, and business ethics. Landowska has studied and carried out research at SDG Academy (UN), Tantur Ecumenical Institute in Jerusalem (University of Notre Dame, USA), the Baltic University Program (Uppsala, Sweden), and the Swedish Institute for Environmental Research (Kalmar, Sweden). She co-founded the Instytut Rozwoju (Development Institute) think-tank. She was the former Vice President of Polskie Stowarzyszenie Kobiet Biznesu (Polish Association of Women in Business). She represented Employers of Poland at the Business and Industry Advisory Committee by the Organisation for Economic Co-operation and Development.
About the Author - Andrea Rocci
The following includes information from https://resrhetorica.com/index.php/RR/article/view/757.
Andrea Rocci is professor of Language Sciences and Director of the Institute of Argumentation, Linguistics and Semiotics at the Università della Svizzera Italiana (Lugano, Switzerland). He is also Director of the Master Programme in European Studies in Investor Relations and Financial Communication (ESIR) offered jointly with Università Cattolica (Milan, Italy). He has published extensively in the fields of argumentation, pragmatics, semantics, and discourse analysis. He is co-author (with Marcel Danesi) of a textbook on global linguistics. He has directed several projects on argumentation in the contexts of journalism and communication funded by the Swiss National Science Foundation.
About the Author - Marcin Koszowy
The following includes information from https://resrhetorica.com/index.php/RR/article/view/757.
Marcin Koszowy is an associate professor and member of Laboratory of The New Ethos at the Warsaw University of Technology (Warsaw, Poland). He is a founding member of the steering board of European Conference on Argumentation, and chairs ArgDiaP organization fostering research on argumentation in Poland. His work is situated in the areas of logic, philosophy of language, pragmatics, and AI. He has published two books and over 40 papers in journals such as Argumentation, Pragmatics & Society, and Discourse & Society.
About Scott M. Graffius
Scott M. Graffius, PMP, SA, CSP-SM, CSP-PO, CSM, CSPO, ITIL, LSSGB is an agile project management practitioner, consultant, thinker, creator, multi-award-winning author, and international public speaker. Founder and CEO of Exceptional PPM and PMO Solutions™ and subsidiary Exceptional Agility™, he has generated over $1.9 billion for Global Fortune 500 businesses and other organizations he has served. Graffius and content from his books, talks, workshops, and more have been featured and used by Microsoft, Oracle, Broadcom, Cisco, Gartner, Project Management Institute, IEEE, National Academy of Sciences, United States Department of Energy, Yale University, Tufts University, and others. He delights audiences with dynamic and engaging talks and workshops on agile project management, AI, Tech leadership, video game development, strategic alignment, the science of high performance teams, and more. To date, he's presented sessions at 90 conferences and other events across 25 countries.
His full bio is available here.
Connect with Scott on:
About Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions
Shifting customer needs are common in today's marketplace. Businesses must be adaptive and responsive to change while delivering an exceptional customer experience to be competitive.
There are a variety of frameworks supporting the development of products and services, and most approaches fall into one of two broad categories: traditional or agile. Traditional practices such as waterfall engage sequential development, while agile involves iterative and incremental deliverables. Organizations are increasingly embracing agile to manage projects, and best meet their business needs of rapid response to change, fast delivery speed, and more.
With clear and easy to follow step-by-step instructions, Scott M. Graffius's award-winning Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions helps the reader:
- Implement and use the most popular agile framework―Scrum;
- Deliver products in short cycles with rapid adaptation to change, fast time-to-market, and continuous improvement; and
- Support innovation and drive competitive advantage.
Hailed by Literary Titan as “the book highlights the versatility of Scrum beautifully.”
Winner of 17 first place awards.
Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions is available in paperback and ebook/Kindle in the United States and around the world. Some links by country follow.
- 🇧🇷 Brazil
- 🇨🇦 Canada
- 🇨🇿 Czech Republic
- 🇩🇰 Denmark
- 🇫🇮 Finland
- 🇫🇷 France
- 🇩🇪 Germany
- 🇬🇷 Greece
- 🇭🇺 Hungary
- 🇮🇳 India
- 🇮🇪 Ireland
- 🇮🇱 Israel
- 🇮🇹 Italy
- 🇯🇵 Japan
- 🇱🇺 Luxembourg
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- 🇳🇱 Netherlands
- 🇳🇿 New Zealand
- 🇳🇴 Norway
- 🇪🇸 Spain
- 🇸🇪 Sweden
- 🇨🇭 Switzerland
- 🇦🇪 UAE
- 🇬🇧 United Kingdom
- 🇺🇸 United States
About Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change
Thriving in today's marketplace frequently depends on making a transformation to become more agile. Those successful in the transition enjoy faster delivery speed and ROI, higher satisfaction, continuous improvement, and additional benefits.
Based on actual events, Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change provides a quick (60-90 minute) read about a successful agile transformation at a multinational entertainment and media company, told from the author's perspective as an agile coach.
The award-winning book by Scott M. Graffius is available in paperback and ebook/Kindle in the United States and around the world. Some links by country follow.
- 🇦🇺 Australia
- 🇦🇹 Austria
- 🇧🇷 Brazil
- 🇨🇦 Canada
- 🇨🇿 Czech Republic
- 🇩🇰 Denmark
- 🇫🇮 Finland
- 🇫🇷 France
- 🇩🇪 Germany
- 🇬🇷 Greece
- 🇮🇳 India
- 🇮🇪 Ireland
- 🇯🇵 Japan
- 🇱🇺 Luxembourg
- 🇲🇽 Mexico
- 🇳🇱 Netherlands
- 🇳🇿 New Zealand
- 🇪🇸 Spain
- 🇸🇪 Sweden
- 🇨🇭 Switzerland
- 🇦🇪 United Arab Emirates
- 🇬🇧 United Kingdom
- 🇺🇸 United States
DOI: 10.13140/RG.2.2.30862.57924
© Copyright 2024 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.
Introducing ‘Engage or Fade: Decoding the Half-Life of Digital Resonance’ – A New Talk by Scott M. Graffius
28 March 2025
BY SCOTT M. GRAFFIUS | ScottGraffius.com
Introduction
In today’s fast-paced digital world, where engagement drives success, knowing how long your content captures attention and sustains impact is crucial. From the fleeting buzz of a Snapchat post to the lasting presence of a blog, the lifespan of social media content varies widely across platforms. Still, creators, brands, and companies all grapple with the same question: how can we maximize engagement in an environment where relevance can fade quickly—and at different rates?
Scott M. Graffius’ research on the "Lifespan (Half-Life) of Social Media Posts" provides the answer. His work has been widely recognized and utilized by businesses, professional associations, government agencies, universities, scientists, and journalists alike. Notable mentions include Buffer, GoDaddy, Pinterest Inc., the Proceedings of the National Academy of Sciences, and many more.
Graffius has developed and delivered highly-rated talks and workshops at 92 conferences and other events across 25 countries. Now, he introduces a new topic: "Engage or Fade: Decoding the Half-Life of Digital Resonance"—an evolution of his social media research that uncovers the secrets to capturing attention, sustaining engagement, and maximizing digital impact.
Main Body
Abstract for Graffius' Talk
Snapchat posts typically vanish from relevance in seconds, while a blog post can engage audiences for over two years. In a digital economy where engagement drives value, mastering the lifespan of social media content is a strategic advantage. Led by Scott M. Graffius—expert in the temporal dynamics of social media, researcher, author, and international speaker—this session builds on his groundbreaking "Lifespan (Half-Life) of Social Media Posts" research. The 2025 edition of his work examined over 5 million posts across Snapchat, TikTok, X, Facebook, Reddit, Instagram, LinkedIn, podcasts, YouTube, Pinterest, and blogs, harnessing data from APIs, proprietary datasets, academic consortia, public repositories, and beyond. His findings reveal the average half-life of content on these platforms, offering surprising insights and actionable strategies to boost engagement and success. This session equips individuals, companies, and brands with cutting-edge, data-driven tactics to amplify digital engagement and impact.
Key Learning Objectives for Graffius' Talk
Conclusion
Graffius' new talk—"Engage or Fade: Decoding the Half-Life of Digital Resonance"—equips audiences with cutting-edge, data-driven tactics to amplify digital engagement and impact.
Ask Scott to speak at your event. Just complete the speaker engagement request form or email him today!
The most current (2025) edition of Graffius' "Lifespan (Half-Life) of Social Media Posts" research is here.
Read on for:
About Scott M. Graffius
Scott M. Graffius sparks breakthroughs in AI, agile, and project management/PMO leadership as a globally recognized practitioner, researcher, thought leader, award-winning author, and international public speaker.
Graffius has generated more than USD $1.9 billion in business value for organizations served, including Fortune 500 companies. Businesses and industries range from technology (including R&D and AI) to entertainment, financial services, and healthcare, government, social media, and more.
Graffius leads the professional services firm Exceptional PPM and PMO Solutions, along with its subsidiary Exceptional Agility. These consultancies offer strategic and tactical advisory, training, embedded talent, and consulting services to public, private, and government sectors. They help organizations enhance their capabilities and results in agile, project management, program management, portfolio management, and PMO leadership, supporting innovation and driving competitive advantage. The consultancies confidently back services with a Delighted Client Guarantee™. Graffius is a former vice president of project management with a publicly traded provider of diverse consumer products and services over the Internet. Before that, he ran and supervised the delivery of projects and programs in public and private organizations with businesses ranging from e-commerce to advanced technology products and services, retail, manufacturing, entertainment, and more. He has experience with consumer, business, reseller, government, and international markets.
He is the author of two award-winning books.
Prominent businesses, professional associations, government agencies, and universities have featured Graffius and his work including content from his books, talks, workshops, and more. Select examples include:
Graffius has been actively involved with the Project Management Institute (PMI) in the development of professional standards. He was a member of the team which produced the Practice Standard for Work Breakdown Structures—Second Edition. Graffius was a contributor and reviewer of A Guide to the Project Management Body of Knowledge—Sixth Edition, The Standard for Program Management—Fourth Edition, and The Practice Standard for Project Estimating—Second Edition. He was also a subject matter expert reviewer of content for the PMI’s Congress. Beyond the PMI, Graffius also served as a member of the review team for two of the Scrum Alliance’s Global Scrum Gatherings.
Graffius has a bachelor’s degree in psychology with a focus in Human Factors. He holds eight professional certifications:
He is an active member of the Scrum Alliance, the Project Management Institute (PMI), and the Institute of Electrical and Electronics Engineers (IEEE).
He divides his time between Los Angeles and Paris, France.
Thought Leader | Public Speaker | Agile Scrum Book | Agile Transformation Book | Blog | Photo | X | LinkedIn | Email
Alternate 2
Abstract for Graffius' Talk
In a digital arms race where Snapchat posts typically evaporate in seconds and blogs posts can be active for years, engagement isn’t just king—it’s the entire kingdom. Yet many strategies miss the mark. Led by Scott M. Graffius—expert in the temporal dynamics of social media, researcher, author, and international speaker—this session unveils the 2025 edition of his pioneering 'Lifespan (Half-Life) of Social Media Posts' research. Powered by 5M+ posts scraped from APIs, proprietary datasets, and academic goldmines, it decodes the engagement half-life clock ticking over Snapchat, TikTok, X, Facebook, Reddit, Instagram, LinkedIn, podcasts, YouTube, Pinterest, and blogs. Graffius delivers actionable, data-driven tactics to spark engagement and deepen influence—whatever your digital endgame. This is your edge in mastering content lifespan for maximum impact.
Key Learning Objectives for Graffius' Talk
Copyright
Copyright © Scott M. Graffius. All rights reserved.
Content on this site—including text, images, videos, and data—may not be used for training or input into any artificial intelligence, machine learning, or automatized learning systems, or published, broadcast, rewritten, or redistributed without the express written permission of Scott M. Graffius.
Introduction
In today’s fast-paced digital world, where engagement drives success, knowing how long your content captures attention and sustains impact is crucial. From the fleeting buzz of a Snapchat post to the lasting presence of a blog, the lifespan of social media content varies widely across platforms. Still, creators, brands, and companies all grapple with the same question: how can we maximize engagement in an environment where relevance can fade quickly—and at different rates?
Scott M. Graffius’ research on the "Lifespan (Half-Life) of Social Media Posts" provides the answer. His work has been widely recognized and utilized by businesses, professional associations, government agencies, universities, scientists, and journalists alike. Notable mentions include Buffer, GoDaddy, Pinterest Inc., the Proceedings of the National Academy of Sciences, and many more.
Graffius has developed and delivered highly-rated talks and workshops at 92 conferences and other events across 25 countries. Now, he introduces a new topic: "Engage or Fade: Decoding the Half-Life of Digital Resonance"—an evolution of his social media research that uncovers the secrets to capturing attention, sustaining engagement, and maximizing digital impact.
Main Body
Abstract for Graffius' Talk
Snapchat posts typically vanish from relevance in seconds, while a blog post can engage audiences for over two years. In a digital economy where engagement drives value, mastering the lifespan of social media content is a strategic advantage. Led by Scott M. Graffius—expert in the temporal dynamics of social media, researcher, author, and international speaker—this session builds on his groundbreaking "Lifespan (Half-Life) of Social Media Posts" research. The 2025 edition of his work examined over 5 million posts across Snapchat, TikTok, X, Facebook, Reddit, Instagram, LinkedIn, podcasts, YouTube, Pinterest, and blogs, harnessing data from APIs, proprietary datasets, academic consortia, public repositories, and beyond. His findings reveal the average half-life of content on these platforms, offering surprising insights and actionable strategies to boost engagement and success. This session equips individuals, companies, and brands with cutting-edge, data-driven tactics to amplify digital engagement and impact.
Key Learning Objectives for Graffius' Talk
- Master the Half-Life Framework: Grasp how quickly social media engagement halves, distinguishing views (reach) from engagement (impact) to measure content effectiveness.
- Tailor Tactics to Platforms: Optimize timing and frequency for each platform’s unique lifespan—from X’s fleeting buzz to Pinterest’s lasting appeal—to enhance visibility and interaction.
- Drive Lasting Impact: Acquire strategies to extend content relevance and deepen resonance, merging agile insights with practical applications to elevate digital performance.
Conclusion
Graffius' new talk—"Engage or Fade: Decoding the Half-Life of Digital Resonance"—equips audiences with cutting-edge, data-driven tactics to amplify digital engagement and impact.
Ask Scott to speak at your event. Just complete the speaker engagement request form or email him today!
The most current (2025) edition of Graffius' "Lifespan (Half-Life) of Social Media Posts" research is here.
Read on for:
- About Scott M. Graffius,
- How to Cite This Article,
- and more.
About Scott M. Graffius
Scott M. Graffius sparks breakthroughs in AI, agile, and project management/PMO leadership as a globally recognized practitioner, researcher, thought leader, award-winning author, and international public speaker.
Graffius has generated more than USD $1.9 billion in business value for organizations served, including Fortune 500 companies. Businesses and industries range from technology (including R&D and AI) to entertainment, financial services, and healthcare, government, social media, and more.
Graffius leads the professional services firm Exceptional PPM and PMO Solutions, along with its subsidiary Exceptional Agility. These consultancies offer strategic and tactical advisory, training, embedded talent, and consulting services to public, private, and government sectors. They help organizations enhance their capabilities and results in agile, project management, program management, portfolio management, and PMO leadership, supporting innovation and driving competitive advantage. The consultancies confidently back services with a Delighted Client Guarantee™. Graffius is a former vice president of project management with a publicly traded provider of diverse consumer products and services over the Internet. Before that, he ran and supervised the delivery of projects and programs in public and private organizations with businesses ranging from e-commerce to advanced technology products and services, retail, manufacturing, entertainment, and more. He has experience with consumer, business, reseller, government, and international markets.
He is the author of two award-winning books.
- His first book, Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions (ISBN-13: 9781533370242), received 17 awards.
- His second book is Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change (ISBN-13: 9781072447962). BookAuthority named it one of the best Scrum books of all time.
Prominent businesses, professional associations, government agencies, and universities have featured Graffius and his work including content from his books, talks, workshops, and more. Select examples include:
- Adobe,
- American Management Association,
- Amsterdam Public Health Research Institute,
- Bayer,
- BMC Software,
- Boston University,
- Broadcom,
- Cisco,
- Coburg University of Applied Sciences and Arts Germany,
- Computer Weekly,
- Constructor University Germany,
- Data Governance Success,
- Deimos Aerospace,
- DevOps Institute,
- EU's European Commission,
- Ford Motor Company,
- GoDaddy,
- Harvard Medical School,
- Hasso Plattner Institute Germany,
- IEEE,
- Innovation Project Management,
- Johns Hopkins University,
- Journal of Neurosurgery,
- Lam Research (Semiconductors),
- Leadership Worthy,
- Life Sciences Trainers and Educators Network,
- London South Bank University,
- Microsoft,
- NASSCOM,
- National Academy of Sciences,
- New Zealand Government,
- Oracle,
- Pinterest Inc.,
- Project Management Institute,
- SANS Institute,
- SBG Neumark Germany,
- Singapore Institute of Technology,
- Torrens University Australia,
- TBS Switzerland,
- Tufts University,
- UC San Diego,
- UK Sports Institute,
- University of Galway Ireland,
- US Department of Energy,
- US National Park Service,
- US Tennis Association,
- Veleučilište u Rijeci Croatia,
- Verizon,
- Virginia Tech,
- Warsaw University of Technology,
- Wrike,
- Yale University,
- and many others.
Graffius has been actively involved with the Project Management Institute (PMI) in the development of professional standards. He was a member of the team which produced the Practice Standard for Work Breakdown Structures—Second Edition. Graffius was a contributor and reviewer of A Guide to the Project Management Body of Knowledge—Sixth Edition, The Standard for Program Management—Fourth Edition, and The Practice Standard for Project Estimating—Second Edition. He was also a subject matter expert reviewer of content for the PMI’s Congress. Beyond the PMI, Graffius also served as a member of the review team for two of the Scrum Alliance’s Global Scrum Gatherings.
Graffius has a bachelor’s degree in psychology with a focus in Human Factors. He holds eight professional certifications:
- Certified SAFe 6 Agilist (SA),
- Certified Scrum Professional - ScrumMaster (CSP-SM),
- Certified Scrum Professional - Product Owner (CSP-PO),
- Certified ScrumMaster (CSM),
- Certified Scrum Product Owner (CSPO),
- Project Management Professional (PMP),
- Lean Six Sigma Green Belt (LSSGB), and
- IT Service Management Foundation (ITIL).
He is an active member of the Scrum Alliance, the Project Management Institute (PMI), and the Institute of Electrical and Electronics Engineers (IEEE).
He divides his time between Los Angeles and Paris, France.
Thought Leader | Public Speaker | Agile Scrum Book | Agile Transformation Book | Blog | Photo | X | LinkedIn | Email
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How to Cite This Article
Graffius, Scott M. (2025, March 28). Introducing 'Engage or Fade: Decoding the Half-Life of Digital Resonance' – A New Talk by Scott M. Graffius. Available at: https://scottgraffius.com/blog/files/introducing-engage-or-fade-decoding-the-half-life-of-digital-resonance-–-a-new-talk-by-scott-m-graffius.html. 
Digital Object Identifier (DOI)
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Content Acknowledgements
Names, marks, and content are the property of their respective owners.
Graffius' 'Lifespan (Half-Life) of Social Media Posts' is copyright © Scott M. Graffius. All rights reserved.
Post-Publication Notes
If there's an update after this article is published, the information will appear here.
Update on 29 March 2025
Graffius developed Alternate 1 and Alternate 2 as slightly modified versions of his talk. Details follow.
Alternate 1
Abstract for Graffius' Talk
Snapchat posts typically vanish from relevance in seconds, while a blog post can engage audiences for over two years. In a digital economy where engagement drives value, mastering the lifespan of social media content is a strategic advantage. Led by Scott M. Graffius—expert in the temporal dynamics of social media, researcher, author, and international speaker—this session builds on his groundbreaking "Lifespan (Half-Life) of Social Media Posts" research. The 2025 edition of his work examined over 5 million posts across Snapchat, TikTok, X, Facebook, Reddit, Instagram, LinkedIn, podcasts, YouTube, Pinterest, and blogs, harnessing data from APIs, proprietary datasets, academic consortia, public repositories, and beyond. His findings reveal the average half-life of content on these platforms, offering surprising insights and actionable strategies to boost engagement and success. This session dives into the latest findings, equipping individuals, companies, and brands with advanced, data-backed approaches to maximize impact in an engagement-driven economy.
Key Learning Objectives for Graffius' Talk
- Decode the Half-Life Edge: Explore refined metrics on how engagement decays across platforms, dissecting the interplay of reach versus impact to fine-tune performance analysis.
- Platform-Specific Precision: Leverage new lifespan data to adjust timing and cadence, capitalizing on each channel’s unique rhythm—from X’s rapid churn to Pinterest’s enduring pull—for superior visibility and interaction.
- Amplify Strategic Resonance: Uncover cutting-edge tactics to extend content lifecycles and deepen audience connection, blending agile insights with actionable refinements to push digital outcomes further.
Alternate 2
Abstract for Graffius' Talk
In a digital arms race where Snapchat posts typically evaporate in seconds and blogs posts can be active for years, engagement isn’t just king—it’s the entire kingdom. Yet many strategies miss the mark. Led by Scott M. Graffius—expert in the temporal dynamics of social media, researcher, author, and international speaker—this session unveils the 2025 edition of his pioneering 'Lifespan (Half-Life) of Social Media Posts' research. Powered by 5M+ posts scraped from APIs, proprietary datasets, and academic goldmines, it decodes the engagement half-life clock ticking over Snapchat, TikTok, X, Facebook, Reddit, Instagram, LinkedIn, podcasts, YouTube, Pinterest, and blogs. Graffius delivers actionable, data-driven tactics to spark engagement and deepen influence—whatever your digital endgame. This is your edge in mastering content lifespan for maximum impact.
Key Learning Objectives for Graffius' Talk
- Decode the Half-Life Edge: Explore refined metrics on how engagement decays across platforms, dissecting the interplay of reach (views) versus impact (engagement) to fine-tune performance analysis.
- Platform-Specific Precision: Leverage new lifespan data to adjust timing and cadence, capitalizing on each channel’s unique rhythm—from X’s rapid churn to Pinterest’s enduring pull—for superior visibility and interaction.
- Amplify Strategic Resonance: Uncover cutting-edge tactics to extend content lifecycles and deepen audience connection, blending agile insights with actionable refinements to push digital outcomes further.
Copyright
Copyright © Scott M. Graffius. All rights reserved.
Content on this site—including text, images, videos, and data—may not be used for training or input into any artificial intelligence, machine learning, or automatized learning systems, or published, broadcast, rewritten, or redistributed without the express written permission of Scott M. Graffius.
Government of Ireland Report Features Research by Scott M. Graffius
10 June 2026
BY SCOTT M. GRAFFIUS | ScottGraffius.com
Rialtas na hÉireann (Government of Ireland) Coimisiún na Meán is the county's commission for regulating broadcasters, on-demand services, and online media, and for supporting media development. Established in March 2023 under the Online Safety and Media Regulation Act 2022, it builds on the work of its predecessor, the Broadcasting Authority of Ireland. The commission is responsible for ensuring and maintaining a thriving and diverse media landscape that facilitates a mix of voices, opinions, and sources of information — and, critically, for holding digital services accountable for how they protect people from harm online.
One of Coimisiún na Meán's initiatives is the Online Safety Code. It's Ireland's first binding regulatory framework for video-sharing platform services. The Code sets out measures that designated platforms are legally obliged to implement to protect users from harmful content, including cyberbullying, content that promotes eating disorders or self-harm, and inappropriate material accessible to minors. The development of the Code involved extensive public consultation, commissioned research, and expert review.
As part of that process, Coimisiún na Meán commissioned Wagner-Hatfield to prepare a summary of the responses received during the public consultation on the draft Online Safety Code. The resulting report — Consultation Responses to the Draft Online Safety Code — synthesizes the submissions received from the public, government departments and agencies, NGOs, civil society organizations, industry groups, international regulators, and academia. It represents a component of the evidentiary record that informed the finalized Code.
The Consultation Responses report cited Scott M. Graffius' "Lifespan (Half-Life) of Social Media Posts" research. The report includes the following passage in Section 4C.9 (page 64):
"The results of a 2023 empirical investigation which determined the lifespan of social media posts on different platforms was shared which showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37"
That's immediately followed by, "A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
The respective content is also shown in the visual below.
Although the Consultation Responses report cites Graffius' research, it materially mischaracterizes it — and compounds the inaccuracy by drawing a conclusion that does not follow from the cited work.
Citations can readily create an impression of alignment or endorsement where none exists, particularly for readers who do not scrutinize the underlying research in detail. Given the regulatory weight of the Online Safety Code — a binding law applied to designated platforms, with fines of up to €20 million for breaches — errors in the evidentiary record that informs it carry real consequences.
To maintain the integrity of his work and prevent misunderstanding, Graffius proactively provides the following objective, evidence-based assessment of the Consultation Responses report, including its use of his research.
Graffius does not endorse the Consultation Responses report.
1. Mischaracterization of the Metric: Half-Life Is Not Lifespan.
In social media research and digital analytics, half-life and lifespan are distinct concepts that serve different analytical purposes. Lifespan, in its ordinary sense, implies a general duration — how long a post exists, circulates, or remains accessible. Half-life is a precise statistical construct with a specific definition: the point at which a post has received half of its total engagement (such as likes, shares, and comments).
Graffius defined this metric explicitly in his research: "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 reason half-life is the operative and appropriate metric — rather than a general notion of lifespan — stems from how engagement is distributed over the life of a social media post. When content is published, engagement does not follow a symmetrical bell curve. Instead, it follows a unimodal, positively skewed distribution: the majority of engagement arrives relatively soon after posting, with the remainder spread across a comparatively longer tail. Because engagement is front-loaded in this way, half-life is the most meaningful and actionable metric for characterizing post longevity. It captures a precise, reproducible, and operationally useful threshold.
The Consultation Responses report substitutes "lifespan" for "half-life," misrepresenting what the research measures. This is not a minor editorial inconsistency. It misidentifies the metric, obscures the statistical basis of the findings, and undermines the accuracy of any interpretation or policy conclusion that depends on the cited data.
Graffius' research, built on a large dataset from multiple sources, reveals the average half-life for posts on different social media platforms. The data in the cited (2023) edition showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo). Findings from others — including anecdotal experience from select posts or limited datasets — may vary from these averages, which reflect a large, multi-source, representative methodology.
The Consultation Responses report cited the 2023 edition of Graffius' "Lifespan (Half-Life) of Social Media Posts." For context, a visual from it is shown below.
Details—including a link to it, the Consultation Responses report, and more—are in the bibliography section of this article.
Additionally, because this article is written in 2026, a visual from the current (2026) edition of Graffius’ respective work is also provided below for completeness and contemporaneous context. The 2026 edition stands out for its:
◾️ Scope (5.6 million posts),
◾️ Coverage (11 platforms),
◾️ Methodology (multi-source, representative, data-driven),
◾️ Continuity (annual updates), and
◾️ Value (actionable insights).
2. Unsupported Causal Claim: Half-Life of Engagement Does Not Establish When Harm Occurs.
The report states: "A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
That conclusion does not follow from the cited research. Graffius' work measures the half-life of engagement — when a post receives half of its total interaction from users. It does not measure when harm occurs, nor does it establish any causal or correlational relationship between engagement timing and harm timing.
Engagement and harm are not equivalent. A post may generate limited engagement and still cause significant harm (as defined by the legislation). Conversely, a high-engagement post may be broadly benign. Harm can also manifest well after a post's engagement peak — through screenshots, redistribution, offline consequences, or discovery by new audiences on other platforms. The half-life of engagement provides no basis for making direct inferences about the timing or distribution of harm.
By asserting that "most harm happens right after the content is posted" and attributing that conclusion to empirical research on engagement half-life, the Consultation Responses report draws an inference that the data do not support. The policy recommendation is not substantiated by the cited work as applied in the report.
3. Regulatory Consequences of Analytical Errors.
The Consultation Responses report is not an academic exercise. It is part of the evidentiary record underlying the Online Safety Code — Ireland's first binding regulatory framework for video-sharing platforms, with designated enforcement powers and fines of up to €20 million for breaches. Platforms subject to the Code must implement content moderation measures, and the timing, scope, and design of those measures are precisely the questions at issue in the passage that cites Graffius' research.
When the analytical basis for a regulatory finding is flawed — whether through mischaracterization of a metric or an unsupported causal inference — the practical consequences extend to real compliance obligations imposed on real organizations. Erroneous findings do not simply sit on a page; they propagate into policy design, enforcement priorities, and the design of moderation systems. The stakes are high enough to warrant a precise and accurate account of what the cited research shows.
Graffius suggests that the passage in Section 4C.9 be corrected to reflect both the accurate metric and a conclusion that the data support. The current passage is:
"The results of a 2023 empirical investigation which determined the lifespan of social media posts on different platforms was shared which showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37 A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
It should be corrected to the following (or similar):
"The results of a 2023 empirical investigation determined the average half-life of posts on different social media platforms. Half-life is the point at which a post has received half of its total engagement (such as likes, shares, and comments). The research showed the following half-life durations: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37 [The lower the half-life, the sooner a post accumulates 50% of its total engagement, narrowing the window in which content moderation—if required—can reduce its reach and impact.]"
The Consultation Responses report exhibits significant issues, including:
Given that the Consultation Responses report forms part of the evidentiary record underlying binding regulatory obligations, these deficiencies matter beyond the page. Accordingly, the report's specific findings and conclusions regarding social media post lifespan and content moderation timing should be treated with caution.
"May 2024" appears on the Consultant Responses report, and metadata for the PDF shows the modify date of May 20, 2024. Graffius was alerted to the report on June 1, 2024. That day, Graffius notified multiple parties involved with the report about the issues with it. He emailed (email addresses redacted) the Coimisiún na Meán (███████████@cnam.ie and ████@cnam.ie), Wagner-Hatfield (████@wagner- hatfield.com, ███@wagner-hatfield.com, and ███@wagner-hatfield.com), and DHR (███████████████@dhr.ie). None has responded to date. After providing the involved parties with an opportunity to address the issues and receiving no response, Graffius is presenting the details in this article to preserve the accuracy and integrity of the record.
Graffius' "Lifespan (Half-Life) of Social Media Posts" research has been correctly used by many businesses, professional associations, government agencies, universities, publications, media outlets, and others worldwide. Select examples include:
Graffius has generated over $2.51 billion in business value for Fortune 500 companies and other organizations around the world. Put that track record to work for you. For speaking engagements, use the request form; for other inquiries, email him.
Coimisiún na Meán (Ireland's Commission for Regulating Media). (n.d.). https://www.cnam.ie
Coimisiún na Meán. (n.d.). Online Safety Code. https://www.cnam.ie/industry-and-professionals/online-safety-framework/online-safety-code/
Graffius, S. M. (2023, January 1). Lifespan (Half-Life) of Social Media Posts: Update for 2023. ScottGraffius.com. https://www.scottgraffius.com/blog/files/social-2023.html
Graffius, S. M. (2024, March 22). The Protocol for Reporting an Error to an Author or Publisher. ScottGraffius.com. https://doi.org/10.13140/RG.2.2.18830.98883
Graffius, S. M. (2026, January 23). Lifespan (Half-Life) of Social Media Posts: Update for 2026. ScottGraffius.com. https://doi.org/10.13140/RG.2.2.32407.43689
Rialtas na hÉireann (Government of Ireland). (n.d.). https://www.gov.ie
Wagner-Hatfield. (n.d.). https://www.wagner-hatfield.com
Wagner-Hatfield. (2024, May). Consultation Responses to the Draft Online Safety Code. Coimisiún na Meán. https://www.cnam.ie/app/uploads/2024/11/202405_Summary_Consultation.pdf
Scott M. Graffius is a strategic transformation leader who drives AI, Agile, and broader business and technology initiatives to deliver measurable value across projects, programs, portfolios, and PMOs. He is an expert in the teamwork tradecraft of both human and human-AI teams, including the “exotic team dynamics” that emerge. He is also an authority on the temporal patterns of social media, including the half-life of audience engagement.
He’s a practitioner, researcher, thought leader, award-winning author, and keynote speaker who’s taken the stage at 98 conferences and other events across 25 countries.
He’s delivered over $2.51 billion in value for Fortune 500 companies and other leaders in technology, entertainment, financial services, healthcare, and beyond.
Businesses, professional associations, government agencies, and universities use Graffius and feature his work. Examples include Adobe, Bayer, Boston University, Ford, Gartner, Harvard Medical School, IEEE, Johns Hopkins University, Microsoft, MSN, National Academy of Sciences, Oracle, Pinterest Inc., Project Management Institute, UC San Diego, Verizon, Yale University, and others.
The following sections provide additional information on his experience, contributions, and influence.
Experience
Graffius heads the professional services firm Exceptional PPM and PMO Solutions, along with its subsidiary Exceptional Agility. These consultancies offer strategic and tactical advisory, training, embedded expertise, and consulting services to the public, private, and government sectors. They help organizations enhance their capabilities and results in agile, project management, program management, portfolio management, and PMO leadership, supporting innovation and driving competitive advantage. The consultancies confidently back services with a Delighted Client Guarantee™.
Graffius is a former VP of project management with a publicly traded provider of diverse consumer products and services over the Internet. Before that, he ran and supervised the delivery of projects and programs in public and private organizations with businesses ranging from e-commerce to advanced technology products and services, retail, manufacturing, entertainment, and more.
He has experience with consumer, business, reseller, government, and international markets.
Award-Winning Author
Graffius has authored three books.
International Public Speaker
Organizations worldwide engage Graffius to present on tech (including AI), Agile, project management, program management, portfolio management, and PMO leadership. He crafts and delivers unique and compelling talks and workshops. Graffius has conducted 98 sessions across 25 countries. Select examples of events include Agile Trends Gov, BSides (Newcastle Upon Tyne), Conf42 Quantum Computing, DevDays Europe, DevOps Institute, DevOpsDays (Geneva), Frug’Agile, IEEE, Microsoft, Scottish Summit, Scrum Alliance RSG (Nepal), Techstars, and W Love Games International Video Game Development Conference (Helsinki), and more.
With an average rating of 4.81 (on a scale of 1-5), sessions are highly valued.
The speaker engagement request form is here.
Thought Leadership and Influence
Prominent businesses, professional associations, government agencies, and universities have showcased Graffius and his contributions—spanning his books, talks, workshops, and beyond. Select examples include:
Graffius has played a key role in the Project Management Institute (PMI) in developing professional standards. He was a member of multiple teams that authored, reviewed, and produced:
He was also a subject matter expert reviewer of content for the PMI’s Congress. Beyond the PMI, Graffius also served as a member of the review team for two of the Scrum Alliance’s Global Scrum Gatherings.
Acclaimed Authority on Teamwork Tradecraft
Graffius is a renowned authority on teamwork tradecraft. Informed by the research of Bruce W. Tuckman and Mary Ann C. Jensen, over 150 subsequent studies, and Graffius' first-hand professional experience with, and analysis of, team leadership and performance, Graffius created his "Phases of Team Development" intellectual property as a unique perspective and visual conveying the five phases of team development. First introduced in 2008 and periodically updated, his work provides a diagnostic and strategic guide for navigating team dynamics. It provides actionable insights for leaders across industries to develop high-performance teams. Its adoption by esteemed organizations such as Yale University, IEEE, Cisco, Microsoft, Ford, Oracle, Broadcom, the U.S. National Park Service, and the Journal of Neurosurgery, among others, highlights its utility and value, solidifying its status as an indispensable resource for elevating team performance and driving organizational excellence. In 2026, Graffius added human-AI teamwork—including the "exotic team dynamics" which emerge when advanced AI collaborates as a teammate—to his "Phases of Team Development."
The 2026 edition of Graffius' "Phases of Team Development" intellectual property is here.
Expert on Temporal Dynamics on Social Media Platforms
Graffius is also an authority on temporal dynamics on social media platforms. His "Lifespan (Half-Life) of Social Media Posts" research—first published in 2018 and updated annually—delivers a precise quantitative analysis of post longevity across digital platforms, utilizing advanced statistical techniques to determine mean half-life with precision. It establishes a solid empirical base, effectively highlighting the ephemeral nature of content within social media ecosystems. Referenced and applied by leading entities—such as Fast Company, GoDaddy, Journal of Hand Surgery (European Volume), Ministère de la Culture (French Ministry of Culture), Pinterest Inc., PNAS, and Telecommunications Policy, among others—his research exemplifies methodological rigor and sustained significance in the field of digital informatics.
The 2026 edition of Graffius "Lifespan (Half-Life) of Social Media Posts" research is here.
Education and Professional Certifications
Graffius has a bachelor’s degree in psychology with a focus in Human Factors. He holds eight professional certifications:
He is an active member of the Scrum Alliance, the Project Management Institute (PMI), and the Institute of Electrical and Electronics Engineers (IEEE).
Advancing AI, Agile, and Project/PMO Management
Scott M. Graffius continues to advance the fields of AI, Agile, and Project/PMO Management through his leadership, research, writing, and real-world impact. Businesses and other organizations leverage Graffius’ insights to drive their success.
Discover Scott’s Books
Connect with and follow Scott on LinkedIn, X, YouTube, Facebook, Threads, Bluesky, Mastodon, and ResearchGate.
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Graffius, S. M. (2026, June 10). Government of Ireland Report Features Research by Scott M. Graffius. ScottGraffius.com. https://scottgraffius.com/blog/files/government-of-ireland-report-features-graffius-research.html
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Names, marks, and content are the property of their respective owners. Consultation Responses to the Draft Online Safety Code report is the property of Wagner-Hatfield / Coimisiún na Meán (Ireland's Commission for Regulating Media) / Rialtas na hÉireann (Government of Ireland). This article includes limited excerpts, attributed and used under fair use doctrine for purposes of news reporting, commentary, and analysis. "Lifespan (Half-Life) of Social Media Posts" is copyright © Scott M. Graffius. All rights reserved.
If there are any supplements or updates to this article after the date of publication, they will appear here.
Copyright © Scott M. Graffius. All rights reserved.
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Government of Ireland, Commission for Media, Wagner-Hatfield, the Consultation Responses to the Draft Online Safety Code Report, and Its Use of Graffius' Research
Rialtas na hÉireann (Government of Ireland) Coimisiún na Meán is the county's commission for regulating broadcasters, on-demand services, and online media, and for supporting media development. Established in March 2023 under the Online Safety and Media Regulation Act 2022, it builds on the work of its predecessor, the Broadcasting Authority of Ireland. The commission is responsible for ensuring and maintaining a thriving and diverse media landscape that facilitates a mix of voices, opinions, and sources of information — and, critically, for holding digital services accountable for how they protect people from harm online.
One of Coimisiún na Meán's initiatives is the Online Safety Code. It's Ireland's first binding regulatory framework for video-sharing platform services. The Code sets out measures that designated platforms are legally obliged to implement to protect users from harmful content, including cyberbullying, content that promotes eating disorders or self-harm, and inappropriate material accessible to minors. The development of the Code involved extensive public consultation, commissioned research, and expert review.
As part of that process, Coimisiún na Meán commissioned Wagner-Hatfield to prepare a summary of the responses received during the public consultation on the draft Online Safety Code. The resulting report — Consultation Responses to the Draft Online Safety Code — synthesizes the submissions received from the public, government departments and agencies, NGOs, civil society organizations, industry groups, international regulators, and academia. It represents a component of the evidentiary record that informed the finalized Code.
The Consultation Responses report cited Scott M. Graffius' "Lifespan (Half-Life) of Social Media Posts" research. The report includes the following passage in Section 4C.9 (page 64):
"The results of a 2023 empirical investigation which determined the lifespan of social media posts on different platforms was shared which showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37"
That's immediately followed by, "A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
The respective content is also shown in the visual below.
Although the Consultation Responses report cites Graffius' research, it materially mischaracterizes it — and compounds the inaccuracy by drawing a conclusion that does not follow from the cited work.
Citations can readily create an impression of alignment or endorsement where none exists, particularly for readers who do not scrutinize the underlying research in detail. Given the regulatory weight of the Online Safety Code — a binding law applied to designated platforms, with fines of up to €20 million for breaches — errors in the evidentiary record that informs it carry real consequences.
To maintain the integrity of his work and prevent misunderstanding, Graffius proactively provides the following objective, evidence-based assessment of the Consultation Responses report, including its use of his research.
Graffius does not endorse the Consultation Responses report.
Critical Analysis of the Consultation Responses Report, Including Its Use of Graffius' Research
1. Mischaracterization of the Metric: Half-Life Is Not Lifespan.
In social media research and digital analytics, half-life and lifespan are distinct concepts that serve different analytical purposes. Lifespan, in its ordinary sense, implies a general duration — how long a post exists, circulates, or remains accessible. Half-life is a precise statistical construct with a specific definition: the point at which a post has received half of its total engagement (such as likes, shares, and comments).
Graffius defined this metric explicitly in his research: "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 reason half-life is the operative and appropriate metric — rather than a general notion of lifespan — stems from how engagement is distributed over the life of a social media post. When content is published, engagement does not follow a symmetrical bell curve. Instead, it follows a unimodal, positively skewed distribution: the majority of engagement arrives relatively soon after posting, with the remainder spread across a comparatively longer tail. Because engagement is front-loaded in this way, half-life is the most meaningful and actionable metric for characterizing post longevity. It captures a precise, reproducible, and operationally useful threshold.
The Consultation Responses report substitutes "lifespan" for "half-life," misrepresenting what the research measures. This is not a minor editorial inconsistency. It misidentifies the metric, obscures the statistical basis of the findings, and undermines the accuracy of any interpretation or policy conclusion that depends on the cited data.
Graffius' research, built on a large dataset from multiple sources, reveals the average half-life for posts on different social media platforms. The data in the cited (2023) edition showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo). Findings from others — including anecdotal experience from select posts or limited datasets — may vary from these averages, which reflect a large, multi-source, representative methodology.
The Consultation Responses report cited the 2023 edition of Graffius' "Lifespan (Half-Life) of Social Media Posts." For context, a visual from it is shown below.
Details—including a link to it, the Consultation Responses report, and more—are in the bibliography section of this article.
Additionally, because this article is written in 2026, a visual from the current (2026) edition of Graffius’ respective work is also provided below for completeness and contemporaneous context. The 2026 edition stands out for its:
◾️ Scope (5.6 million posts),
◾️ Coverage (11 platforms),
◾️ Methodology (multi-source, representative, data-driven),
◾️ Continuity (annual updates), and
◾️ Value (actionable insights).
2. Unsupported Causal Claim: Half-Life of Engagement Does Not Establish When Harm Occurs.
The report states: "A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
That conclusion does not follow from the cited research. Graffius' work measures the half-life of engagement — when a post receives half of its total interaction from users. It does not measure when harm occurs, nor does it establish any causal or correlational relationship between engagement timing and harm timing.
Engagement and harm are not equivalent. A post may generate limited engagement and still cause significant harm (as defined by the legislation). Conversely, a high-engagement post may be broadly benign. Harm can also manifest well after a post's engagement peak — through screenshots, redistribution, offline consequences, or discovery by new audiences on other platforms. The half-life of engagement provides no basis for making direct inferences about the timing or distribution of harm.
By asserting that "most harm happens right after the content is posted" and attributing that conclusion to empirical research on engagement half-life, the Consultation Responses report draws an inference that the data do not support. The policy recommendation is not substantiated by the cited work as applied in the report.
3. Regulatory Consequences of Analytical Errors.
The Consultation Responses report is not an academic exercise. It is part of the evidentiary record underlying the Online Safety Code — Ireland's first binding regulatory framework for video-sharing platforms, with designated enforcement powers and fines of up to €20 million for breaches. Platforms subject to the Code must implement content moderation measures, and the timing, scope, and design of those measures are precisely the questions at issue in the passage that cites Graffius' research.
When the analytical basis for a regulatory finding is flawed — whether through mischaracterization of a metric or an unsupported causal inference — the practical consequences extend to real compliance obligations imposed on real organizations. Erroneous findings do not simply sit on a page; they propagate into policy design, enforcement priorities, and the design of moderation systems. The stakes are high enough to warrant a precise and accurate account of what the cited research shows.
Suggested Corrections to Consultation Responses Report
Graffius suggests that the passage in Section 4C.9 be corrected to reflect both the accurate metric and a conclusion that the data support. The current passage is:
"The results of a 2023 empirical investigation which determined the lifespan of social media posts on different platforms was shared which showed: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37 A lower lifespan means that most harm happens right after the content is posted, which shows that content moderation needs to be performed quickly to be effective."
It should be corrected to the following (or similar):
"The results of a 2023 empirical investigation determined the average half-life of posts on different social media platforms. Half-life is the point at which a post has received half of its total engagement (such as likes, shares, and comments). The research showed the following half-life durations: Snapchat (0 min), Twitter (24 min), Facebook (105 min), Instagram (20 h), LinkedIn (24 h), YouTube (8.8 d), and Pinterest (3.75 mo).37 [The lower the half-life, the sooner a post accumulates 50% of its total engagement, narrowing the window in which content moderation—if required—can reduce its reach and impact.]"
Conclusion
The Consultation Responses report exhibits significant issues, including:
- A material mischaracterization of the cited metric (half-life vs. lifespan); and
- An unsupported causal inference that conflates engagement timing with harm timing, producing a conclusion that the cited data do not substantiate.
Given that the Consultation Responses report forms part of the evidentiary record underlying binding regulatory obligations, these deficiencies matter beyond the page. Accordingly, the report's specific findings and conclusions regarding social media post lifespan and content moderation timing should be treated with caution.
"May 2024" appears on the Consultant Responses report, and metadata for the PDF shows the modify date of May 20, 2024. Graffius was alerted to the report on June 1, 2024. That day, Graffius notified multiple parties involved with the report about the issues with it. He emailed (email addresses redacted) the Coimisiún na Meán (███████████@cnam.ie and ████@cnam.ie), Wagner-Hatfield (████@wagner- hatfield.com, ███@wagner-hatfield.com, and ███@wagner-hatfield.com), and DHR (███████████████@dhr.ie). None has responded to date. After providing the involved parties with an opportunity to address the issues and receiving no response, Graffius is presenting the details in this article to preserve the accuracy and integrity of the record.
Graffius' "Lifespan (Half-Life) of Social Media Posts" research has been correctly used by many businesses, professional associations, government agencies, universities, publications, media outlets, and others worldwide. Select examples include:
- BCG,
- École Polytechnique Fédérale de Lausanne,
- Frontiers in Public Health,
- GoDaddy,
- IEEE,
- Journal of Hand Surgery (European Volume),
- Marketing in the Metaverse,
- Maximizing LinkedIn for Business Growth,
- Ministère de la Culture,
- Pinterest Inc.,
- Podcasting Strategy Show,
- Proceedings of the National Academy of Sciences,
- Strategic Business Research,
- Telecommunications Policy,
- Xavier Degraux,
- and many more
Graffius has generated over $2.51 billion in business value for Fortune 500 companies and other organizations around the world. Put that track record to work for you. For speaking engagements, use the request form; for other inquiries, email him.
Bibliography
Coimisiún na Meán (Ireland's Commission for Regulating Media). (n.d.). https://www.cnam.ie
Coimisiún na Meán. (n.d.). Online Safety Code. https://www.cnam.ie/industry-and-professionals/online-safety-framework/online-safety-code/
Graffius, S. M. (2023, January 1). Lifespan (Half-Life) of Social Media Posts: Update for 2023. ScottGraffius.com. https://www.scottgraffius.com/blog/files/social-2023.html
Graffius, S. M. (2024, March 22). The Protocol for Reporting an Error to an Author or Publisher. ScottGraffius.com. https://doi.org/10.13140/RG.2.2.18830.98883
Graffius, S. M. (2026, January 23). Lifespan (Half-Life) of Social Media Posts: Update for 2026. ScottGraffius.com. https://doi.org/10.13140/RG.2.2.32407.43689
Rialtas na hÉireann (Government of Ireland). (n.d.). https://www.gov.ie
Wagner-Hatfield. (n.d.). https://www.wagner-hatfield.com
Wagner-Hatfield. (2024, May). Consultation Responses to the Draft Online Safety Code. Coimisiún na Meán. https://www.cnam.ie/app/uploads/2024/11/202405_Summary_Consultation.pdf
About Scott M. Graffius
Scott M. Graffius is a strategic transformation leader who drives AI, Agile, and broader business and technology initiatives to deliver measurable value across projects, programs, portfolios, and PMOs. He is an expert in the teamwork tradecraft of both human and human-AI teams, including the “exotic team dynamics” that emerge. He is also an authority on the temporal patterns of social media, including the half-life of audience engagement.
He’s a practitioner, researcher, thought leader, award-winning author, and keynote speaker who’s taken the stage at 98 conferences and other events across 25 countries.
He’s delivered over $2.51 billion in value for Fortune 500 companies and other leaders in technology, entertainment, financial services, healthcare, and beyond.
Businesses, professional associations, government agencies, and universities use Graffius and feature his work. Examples include Adobe, Bayer, Boston University, Ford, Gartner, Harvard Medical School, IEEE, Johns Hopkins University, Microsoft, MSN, National Academy of Sciences, Oracle, Pinterest Inc., Project Management Institute, UC San Diego, Verizon, Yale University, and others.
The following sections provide additional information on his experience, contributions, and influence.
Experience
Graffius heads the professional services firm Exceptional PPM and PMO Solutions, along with its subsidiary Exceptional Agility. These consultancies offer strategic and tactical advisory, training, embedded expertise, and consulting services to the public, private, and government sectors. They help organizations enhance their capabilities and results in agile, project management, program management, portfolio management, and PMO leadership, supporting innovation and driving competitive advantage. The consultancies confidently back services with a Delighted Client Guarantee™.
Graffius is a former VP of project management with a publicly traded provider of diverse consumer products and services over the Internet. Before that, he ran and supervised the delivery of projects and programs in public and private organizations with businesses ranging from e-commerce to advanced technology products and services, retail, manufacturing, entertainment, and more.
He has experience with consumer, business, reseller, government, and international markets.
Award-Winning Author
Graffius has authored three books.
- Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions, his first book, earned 17 awards.
- Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change, his second book, was named one of the best Scrum books of all time by BookAuthority.
- Agile Protocol: The Transformation Ultimatum, his third book and his first work of fiction, was released in April 2025. The book trailer is on YouTube.
International Public Speaker
Organizations worldwide engage Graffius to present on tech (including AI), Agile, project management, program management, portfolio management, and PMO leadership. He crafts and delivers unique and compelling talks and workshops. Graffius has conducted 98 sessions across 25 countries. Select examples of events include Agile Trends Gov, BSides (Newcastle Upon Tyne), Conf42 Quantum Computing, DevDays Europe, DevOps Institute, DevOpsDays (Geneva), Frug’Agile, IEEE, Microsoft, Scottish Summit, Scrum Alliance RSG (Nepal), Techstars, and W Love Games International Video Game Development Conference (Helsinki), and more.
With an average rating of 4.81 (on a scale of 1-5), sessions are highly valued.
The speaker engagement request form is here.
Thought Leadership and Influence
Prominent businesses, professional associations, government agencies, and universities have showcased Graffius and his contributions—spanning his books, talks, workshops, and beyond. Select examples include:
- Adobe,
- American Management Association,
- Amsterdam Public Health Research Institute,
- Bayer,
- BMC Software,
- Boston University,
- Broadcom,
- Cisco,
- Coburg University of Applied Sciences and Arts - Germany,
- Computer Weekly,
- Constructor University - Germany,
- Data Governance Success,
- Deimos Aerospace,
- DevOps Institute,
- Dropbox,
- EU's European Commission,
- Ford Motor Company,
- Gartner,
- GoDaddy,
- Harvard Medical School,
- Hasso Plattner Institute - Germany,
- IEEE,
- Innovation Project Management,
- Johns Hopkins University,
- Journal of Neurosurgery,
- Lam Research (Semiconductors),
- Leadership Worthy,
- Life Sciences Trainers and Educators Network,
- London South Bank University,
- Microsoft,
- MSN,
- NASSCOM,
- National Academy of Sciences,
- New Zealand Government,
- Oracle,
- Pinterest Inc.,
- Project Management Institute,
- Mary Raum (Professor of National Security Affairs, United States Naval War College),
- SANS Institute,
- SBG Neumark - Germany,
- Singapore Institute of Technology,
- Torrens University - Australia,
- TBS Switzerland,
- Tufts University,
- UC San Diego,
- UK Sports Institute,
- University of Galway - Ireland,
- US Department of Energy,
- US National Park Service,
- US Soccer,
- US Tennis Association,
- Verizon,
- Wrike,
- Yale University,
- and many others.
Graffius has played a key role in the Project Management Institute (PMI) in developing professional standards. He was a member of multiple teams that authored, reviewed, and produced:
- The Standard for Artificial Intelligence in Portfolio, Program, and Project Management
- Agile Practice Guide – Second Edition
- A Guide to the Project Management Body of Knowledge (PMBOK Guide) – Eighth Edition
- A Guide to the Project Management Body of Knowledge (PMBOK Guide) – Sixth Edition
- The Standard for Program Management – Fourth Edition
- Practice Standard for Work Breakdown Structures – Second Edition
- The Practice Standard for Project Estimating – Second Edition
He was also a subject matter expert reviewer of content for the PMI’s Congress. Beyond the PMI, Graffius also served as a member of the review team for two of the Scrum Alliance’s Global Scrum Gatherings.
Acclaimed Authority on Teamwork Tradecraft
Graffius is a renowned authority on teamwork tradecraft. Informed by the research of Bruce W. Tuckman and Mary Ann C. Jensen, over 150 subsequent studies, and Graffius' first-hand professional experience with, and analysis of, team leadership and performance, Graffius created his "Phases of Team Development" intellectual property as a unique perspective and visual conveying the five phases of team development. First introduced in 2008 and periodically updated, his work provides a diagnostic and strategic guide for navigating team dynamics. It provides actionable insights for leaders across industries to develop high-performance teams. Its adoption by esteemed organizations such as Yale University, IEEE, Cisco, Microsoft, Ford, Oracle, Broadcom, the U.S. National Park Service, and the Journal of Neurosurgery, among others, highlights its utility and value, solidifying its status as an indispensable resource for elevating team performance and driving organizational excellence. In 2026, Graffius added human-AI teamwork—including the "exotic team dynamics" which emerge when advanced AI collaborates as a teammate—to his "Phases of Team Development."
The 2026 edition of Graffius' "Phases of Team Development" intellectual property is here.
Expert on Temporal Dynamics on Social Media Platforms
Graffius is also an authority on temporal dynamics on social media platforms. His "Lifespan (Half-Life) of Social Media Posts" research—first published in 2018 and updated annually—delivers a precise quantitative analysis of post longevity across digital platforms, utilizing advanced statistical techniques to determine mean half-life with precision. It establishes a solid empirical base, effectively highlighting the ephemeral nature of content within social media ecosystems. Referenced and applied by leading entities—such as Fast Company, GoDaddy, Journal of Hand Surgery (European Volume), Ministère de la Culture (French Ministry of Culture), Pinterest Inc., PNAS, and Telecommunications Policy, among others—his research exemplifies methodological rigor and sustained significance in the field of digital informatics.
The 2026 edition of Graffius "Lifespan (Half-Life) of Social Media Posts" research is here.
Education and Professional Certifications
Graffius has a bachelor’s degree in psychology with a focus in Human Factors. He holds eight professional certifications:
- Certified SAFe 6 Agilist (SA),
- Certified Scrum Professional - ScrumMaster (CSP-SM),
- Certified Scrum Professional - Product Owner (CSP-PO),
- Certified ScrumMaster (CSM),
- Certified Scrum Product Owner (CSPO),
- Project Management Professional (PMP),
- Lean Six Sigma Green Belt (LSSGB), and
- IT Service Management Foundation (ITIL).
He is an active member of the Scrum Alliance, the Project Management Institute (PMI), and the Institute of Electrical and Electronics Engineers (IEEE).
Advancing AI, Agile, and Project/PMO Management
Scott M. Graffius continues to advance the fields of AI, Agile, and Project/PMO Management through his leadership, research, writing, and real-world impact. Businesses and other organizations leverage Graffius’ insights to drive their success.
Discover Scott’s Books
- Agile Scrum: Your Quick Start Guide with Step-by-Step Instructions — Deliver Products in Short Cycles with Rapid Adaptation to Change, Fast Time-to-Market, and Continuous Improvement
- Agile Transformation: A Brief Story of How an Entertainment Company Developed New Capabilities and Unlocked Business Agility to Thrive in an Era of Rapid Change
- Agile Protocol: The Transformation Ultimatum
Connect with and follow Scott on LinkedIn, X, YouTube, Facebook, Threads, Bluesky, Mastodon, and ResearchGate.
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How to Cite This Article
Graffius, S. M. (2026, June 10). Government of Ireland Report Features Research by Scott M. Graffius. ScottGraffius.com. https://scottgraffius.com/blog/files/government-of-ireland-report-features-graffius-research.html
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Names, marks, and content are the property of their respective owners. Consultation Responses to the Draft Online Safety Code report is the property of Wagner-Hatfield / Coimisiún na Meán (Ireland's Commission for Regulating Media) / Rialtas na hÉireann (Government of Ireland). This article includes limited excerpts, attributed and used under fair use doctrine for purposes of news reporting, commentary, and analysis. "Lifespan (Half-Life) of Social Media Posts" is copyright © Scott M. Graffius. All rights reserved.
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