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



social media lifespan halflife v2021B LR-squashed
How to cite: Graffius, Scott M. (2021). Lifespan (Half-Life) of Social Media Posts. Version 2021. Available at ScottGraffius.com.

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.

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 This material may not be published, broadcast, rewritten or redistributed without the express written permission of Scott M. Graffius.





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