Your Facebook Post’s Lifespan May Be Shorter Than You Think, 50% Of Post Reach Is Achieved In 30 Minutes

Of course, we as marketers know that timeliness of a Facebook post is crucial. It could be even more important than we think. The folks at WiseMetrics, a Facebook Analytics provider, performed a study that analyzed engagement levels by hour for Facebook updates.

The study found that 75% of engagement occurs within the first 5 hours, overall impressions hit 75% of their max in less than 2:30 hours and, worst of all, Reach achieves 75% of potential in just two hours. Reach definitively has the fastest time to potential as WiseMetrics found that 50% of global potential is achieved just 30 minutes.

The study analyzed the correlation between time (hours) and overall progress on achieving the full potential of Engagement, Impressions and Reach. For marketers, this timeline gives us a clear road to success and should help us analyze when we need to “boost” content with paid ads. Another key takeaway from this study is that we should be cognizant of when our audience is most active and plan post releases accordingly for maximum exposure.