You know that feeling of not being able to get a jingle out of your head? Or maybe you keep reciting a slogan that almost everybody knows and can repeat?
Big brands have nailed the formula for getting us to receive their messages. Whether it’s conscious or not, the catchy TV commercials, computer ads, and other types of media advertisements are the ones that lodge themselves inside our brains before we even know we memorized them.
This directly applies to real estate. As an agent, it should be your goal to have your name pop up in a potential client’s mind, as seamlessly as a slogan or jingle, whenever buying or selling a home comes up. One of the most effective ways to continually put your name at the forefront is by sharing on social media.
But how much should you post? And where’s the balance between helpful and annoying? What’s the optimal amount to post to your platforms, anyway?
According to Dan Wilkerson from LunaMetrics, “To ‘know’ the best is an impossibility. You can only predict and measure.”
This answer may not be crystal clear, but Dan goes on to say in his article that there’s no “magic,” one-size-fits-all number for posting on social media and ramping up followers, likes, and retweets. It takes time and a bit of practice to predict, measure, and adjust, as needed.
Yet without supporting research, predicting can be as good as guessing. And guessing is close to what many agents do — a habit to avoid if you want to separate yourself from the pack.
Make every post count: 5 ideal practices for 5 major platforms
You can also use these recommended practices tailored to each major social network, based on real studies from social media thought leaders, to get your posting on track:
Plan of attack: Facebook’s the network known for its low-volume/high-value. Posting too frequently is a mistake. When you do post, make sure it’s of high quality and impact.
HubSpot’s recently updated report suggests sharing no more than one time a day if your audience ranks below 10,000 followers. Smaller brands that post too often may see a dip in engagement.
- 1 time a day.
- Peak times: 9 AM, 1 PM, and 3 PM on Saturday/Sunday and Thursday/Friday.
Plan of attack: Instagram is also a network with low-volume/high-value posts, with high-volume/low-value stories. Here, it’s better to focus on tagging the right influencers and carefully picking hashtags to boost both efficacy and reach.
Since stories only last for 24 hours, you can share more content in this format. Not as many studies have been conducted on the ideal post frequency for Instagram, but a newer Digg article suggests shooting for sharing three stories as a daily target.
- 1 to 2 times a day.
- 3 stories a day.
- Peak times: 8-9 AM, 5 PM, and 2 AM on Monday and Thursday.
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Plan of attack: In contrast, Twitter is a social platform that’s high-volume/low-value. Sharing more frequently here is A-Okay since conversations are happening at such a rapid pace. So, replying to relevant tweets can be just as important as tweeting.
Based on a random selection of 11,000 tweets sent out by major brands, Social Bakers’ report says that three tweets a day are the sweet spot where you’re likely to see more engagement.
- 3 tweets a day.
- Peak times: 12 PM, 3 PM, 5 PM, and 6 PM on Wednesday.
Plan of attack: LinkedIn is another network with low-volume/high-value.
LinkedIn provides its own ideal practices for sharing on the site — released in a market report that indicates that sharing up to 20 posts a month could help you leverage 60 percent of your followers.
- 1 post a day.
- Peak times: 7-8 AM, 12 PM, and 5-6 PM on Tuesday-Thursday.
Plan of attack: Like Twitter, Pinterest is high-volume/low-value.
Piqora’s report shows that a number of major brands pin anywhere from three to 10 times a day.
- 3+ pins a day.
- Peak times: 2 PM, 9 PM, and 2 AM on Saturday/Sunday.
It helps to remember that there’s no “perfect” way to post across social media. Measuring and tweaking can help you fine-tune your approach so that you’re not wasting time over-posting or missing opportunities when you under-post. Filling up your platforms with a wide range of market-facing content is another smart way to keep your name at the forefront whenever members of your audience are ready to make a move.
The difference between frantic and focused? The lender partner you pick
You have enough on your hands with social media. Luckily, you can ease your marketing burden even more based solely on the partnerships you make. A great example: Realtors who partner with Cornerstone loan officers get the help and support they need to come up with clever new ideas for their buyer-facing content. Click here to find out how you can leverage our up-to-the-minute blogs and co-marketing materials, look like an expert, and attract more leads.
For educational purposes only. Please contact your qualified professional for specific guidance.
Sources are deemed reliable but not guaranteed.