Things move fast online, especially on social network news feeds. Earlier this year, Twitter announced it publishes more than 400 million Tweets every day. And with more than 1.11 billion monthly active users, Facebook shuffles through status updates by the second. Fresh content is great for users who want real-time updates from the people and brands they follow, but it poses challenges to marketers who invest time and money in their social media marketing practices.
To get the most out of their strategies, marketers must consider the shelf life of their social content. A recent Piqora study revealed Pinterest might be the best for longevity. While brands’ Pins receive 40 percent of all the clicks they’ll ever receive within the first day and 70 percent take place in the first two days, the last 30 percent of clicks span the course of a month.
Pins receive 30 percent of clicks three weeks after initial posting.
Social media content shared on Pinterest might have a longer life cycle because it’s not a purely social feed driven network, the report explained. It’s also task driven, so there’s a greater likelihood companies’ pinned content will be resurfaced down the road when users are looking for projects, decorating tips or inspiring ideas.
Video content also has a longer shelf life, Brafton previously reported. Online videos reach their half life three weeks after internet publication, but similar to Pins, they continue to get shares over time.
Of course, brands must consider their target audiences when determining which platforms and content types will be most effective.