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Facebook Posts Receive 50% of ‘Likes’ Within First Hour and 20 Minutes

 

A new study released by social analytics firm Visibli reveals that a Facebook post goes ‘stale’ after about 1 hour and 2o minutes.  While this may seem short, it’s at least better than Twitter, where “95% of re-tweets happen in an hour” as reported by AdAge.

Visibli looked at the behavior of 200 million Facebook users — approximately one-third of Facebook’s total membership. By tracking the number of “likes” and “comments” that each post received over time, Visibli determined the ‘resiliency’ of each post. Facebook posts receive:

  • 50% of their Likes in the first 1 hour and 20 minutes
  • 80% in the first 7 hours
  • 95% within 22 hours

AdAge reports that PepsiCo‘s head of digital, Shiv Singh, said this is in keeping with PepsiCo’s research, and there is a “sharp drop-off in engagement with a post after 12 hours.”  Mr. Singh, who will be speaking at Realtime NY 11 on June 6,  said PepsiCo has also done research on the best days of the week and the best time of day for Facebook messages, but the company remains more focused on the number of impressions, likes, and comments that each post receives rather than how long it ‘lasts’.

 

Additional highlights from the Visibli report:

     

  • Audi’s Facebook Page has the most engaged fans, beating Justin Bieber and Lady Gaga.  Visibli reviewed pages with over 100,000 Likes, and although brands overall performed poorly compared to artists and media organizations, Audi was a significant exception, receiving over 225 Likes (per 100k fans) for each Facebook post.
  • On average, artists’ posts receive 92 Likes per post, almost twice the number of Likes for media organizations and brands.
  • Media organizations receive 2.5x as many Comments on their Facebook posts as artists, and 5x as many as brands.
  • For brands and media organizations, Pages with fewer fans have greater engagement on a per capita basis than Pages with a higher number of fans. As the number of fans on a Page increases, engagement levels decrease.
  • The opposite was true for artists: as the number of fans on an artist’s Page increased, fan engagement also increased.

2 Responses to “Facebook Posts Receive 50% of ‘Likes’ Within First Hour and 20 Minutes”

  1. [...] The first 80 Minutes – Facebook Post Shelf Life [...]

  2. Elias Shams says:

    Marissa, It’s no brainer to see that social media is here to stay for good. Given vast variety of the existing channels to choose and stick with, it’s time for such a hot space to enter into a new category. There is a need for a portal to provide a quick and intelligent decision for both the consumer and the enterprise about their online connections.

    A Platform to Help us to Distinguish Our Quality vs. Quantity Friends, Fans, Followers, and Companies

    Facebook, Twitter, LinkedIn, Youtube, Flickr and others have been doing a decent job of providing additional marketing exposure and even in some cases, additional revenue. However, as more and more social networking sites pop up, how do you manage your brand across all these channels? Maybe more importantly, which one of these sites should you select as the one that will help you best reach your target audience? The proliferation of the social media avenues is becoming overwhelming.

    This glut of information reminds me of the early 90’s when WWW was adopted broadly by the general public. Every company rushed to have a presence, to the point it became literally impossible to find the right information on the Web. That’s when a better generation of search engines – at first the Yahoo! and then Google – entered the market and helped us find the most relevant information by just typing simple keywords in their search box. If you had asked before Google launched, if there was a need for another search engine – most would have said no, we already have those….

    Then came Web 1.0 & 2.0 – Youtube, Flickr, myspace, Facebook, Twitter and countless others have turned everyday people into content producers, influencers and experts. We basically tripled down on the information overload How do you know which channels to select for deploying your social media strategy? How do you know which one is the right channel to let your fans and followers to find you, your products, and services? Most importantly, who is Joe Smith that is recommending that person, that company, that product?

    I hope my awesomize.me can accomplish such a mission. The site is not another social networking platform. Yet the portal to all your existing social media channels. The platform helps you, your fans, your potential clients to make an intelligent decision as to which company to connect to or follow via which social media channels and why? It’s free!

    Elias
    CEO & Founder
    http://awesomize.me

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