Half-Life for Posts on Different Social Media Platforms


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Social media is one of the most important aspects of digital marketing. Well-executed, it provides several benefits: improved brand and marketplace awareness, engagement with a worldwide audience, increased traffic, enhanced search engine optimization (SEO) rankings, and more.

The lifespan of posts is of interest. Because content can live forever, a more helpful metric is half-life. It’s the amount of time it takes for a post to receive half of its total engagements. As shown in the image above and described below, the half-life of posts varies by platform.







Be mindful of the half-life values when posting content.

A hi-res version of the Lifespan (Half-Life) of Social Media Posts image is available
here. For permission requests, contact scott@scottgraffius.com.

Note: This article and the accompanying image were updated on October 20, 2019 to add YouTube and incorporate new data. In cases where there are multiple references for a metric and they report different values, the average is applied.

© Copyright 2018 Scott M. Graffius. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without the express written permission of Scott M. Graffius.

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