IMPROVING THE LIFESPAN OF WEB CONTENT
The Internet network is characterized by an information saturation, so standing out in this overcrowded virtual space is a strong stake of visibility. From this perspective, the issue of the lifespan of web content is the theme addressed today by the Weblysoft team. We will explain to you first of all why you must control the lifespan of the social networks in which you operate, Then we will present the lifespan of the contents according to each type of social network, finally we will provide you with 4 tips for extend the life of your web content.
Content Lifetime refers to the average time that content appears on your audience's News Feed.
1. The need to control the lifespan of your content on social networks.
Knowing the lifespan of your content on social networks will help you sharpen your communication and digital marketing strategy. in a concrete way, this knowledge will allow you:
• Better management of expectations for evaluating your campaign performance
For people who post content on social media, it's important to understand when to start measuring performance. An overly attentive evaluation of performance risks not allowing an accurate reading of what is happening.
• Improving the lifespan of your content
Understanding the lifespan of your content on social networks will help you better anticipate how and especially when to implement tactics to extend this duration. For example, if the lifespan of a post on Facebook is 05 hours, then one might consider promoting that post from the 6th hour, once the organic engagement of that post has been maximized.
• Better calibration of your publication schedule
Finally, understanding the lifespan of your content will help you determine how often to post. And you will avoid irritating your followers and exhausting your content ideas too quickly.
2. The lifespan of content according to each type of social network.
It is important to specify that at this level we are talking exclusively about organic content and not sponsored content. Also the collection of information relating to the service life was done through smarther, studies of Izea and PostPlanner
a) The blog post: Longer life expectancy
The lifespan of a blog post would be around 2 years, according to a study by Izea.
However, it is possible to bring an article to life in the long term first, by promoting its sharing on social networks through infographic content that is more likely to go viral and be shared regularly;
Then, by sharing the article yourself on different networks;
Finally, by updating the post to refresh and update it.
b) Pinterest: the champion of longevity
Among all social networks, Pinterest is number 1 for post view time.
Being a visual-based medium, the key to being consistent on Pinterest is posting colorful visuals that grab attention. Do not hesitate to share long content mixing images and text (infographics.)
c) Youtube: everything is played over the long term
A YouTube video receives the majority of its views after about twenty days (20 days lifespan)
However, the video platform is the second largest search engine in the world, which means that people can stumble upon your videos after this date.
We must therefore focus on “timeless” subjects, long-term subjects, questions and debates that never die, themes that are still topical, in order to interest Internet users for years to come.
d) Linkedin: 24h chrono
The visibility of LinkedIn posts is limited to more or less 24 hours.
But how to gain traffic through this professional social network beyond 24 hours? you can add your best content to your LinkedIn profile, this will give them great additional visibility;
join groups to share your content with relevant profiles;
leverage LinkedIn Pulse to give your content a second life after its first publication.
e) Facebook: We play on time
5 hours is the amount of time a Facebook post has to be seen and interacted with, according to PostPlanner.
To process and grab a few precious hours, here are the solutions proposed by the Weblysoft team
• Use Facebook advertising to sponsor a post
• Pinning a post to the top of your page can highlight and boost it
• Recycle your publications from time to time: it is rare that we remember a Facebook post that we came across 6 months earlier.
f) Twitter: Stillborn publications
Knowing the profusion of tweets that are posted every day, it's no wonder that the lifespan of a Twitter post does not exceed 18 minutes.
However, it is possible to put your tweets on hold and make them more visible in the long run.
First of all, pinning a post to your profile is a good lead for showcasing;
Again, repost your most popular content to get the most out of it.
g) Instagram: better than Facebook and Twitter
With 21 hours of life expectancy, Instagram publications allow better visibility compared to Facebook and Twitter networks. That said, it is possible to keep your images alive for much longer on this network by using relevant and popular hashtags that will make your posts easier to find; identifying your most popular Instagram posts and reuse recipes that work.
h) Snapchat: It's a trick and no more
Content posted on Snapchat has an extremely short lifespan. Snaps are usually only 10 seconds long, which means they get lost instantly. However, Snapchat stories have a much longer lifespan, an average of 24 hours, but they never reappear.
To recap, here is the lifespan of your content on social media (Ranked increasingly)
• Blog article: about 2 years
• Pinterest: 4 months
• YouTube: 20 days
• LinkedIn: 24 hours
• Instagram: 9 p.m.
• Facebook: 5 hours
• Snapchat: starts to degrade immediately, unless it goes viral
• Twitter: 18 minutes
3) Tips to improve the lifespan of your content
In the preceding lines, for some of these media, we have presented you with little tips to put in place. But more generally and systematically, here are 4 tips to improve and extend the life of your content.
• Publish quality content
Weblysoft will not stop emphasizing the importance of quality content, as part of the publication's lifespan, if your content really catches the interest of readers, it will automatically be more durable.
• Think about your publication schedule holistically
If your content appears on the various social networks at the right time (the right timing), it has a better impact and therefore lasts longer.
• Find the right publication frequency
If you publish too much you risk running away from your readers (they feel annoyed and harassing) conversely, if you do not publish enough you risk losing them.
• Refresh your existing content
A popular post or article can be refreshed and reshared. Find the right balance to get the most out of your content.
Now you know what the lifespan of your content is based on the social media it is posted on. But you should also know that, mastering the parameters of each social network related to content (management, lifespan, visibility optimization) is a task that requires expertise. Weblysoft offers you in this perspective to boost your visibility on social networks, management services of your social networks.
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