Evergreen Tips for Extending the Life of Your Content

Did you know that each marketing platform has a different lifespan for content? This is the average amount of time that people will engage with a post once it’s live, but how long does content last exactly? The answer depends upon the platform. Let’s break it down.

Average Lifespan of Content

Blog posts: 2 years

Pinterest pins: 4 months

YouTube videos: 20+ days

LinkedIn posts: 24 hours

Instagram posts: 21 hours

Facebook posts: 5 hours

Twitter posts: 18 minutes

So, how can you maximize your content? That’s where we come in! Here are our tips for improving the lifespan of your social media posts, so that you can make the most out of your marketing efforts.

Blog Posts

Blog posts have an average lifespan of 2 years. However, it is possible to extend the life of your hard work. Here’s how:

• Share your blog posts on multiple social media platforms to drive more exposure.

• Don’t be afraid to re-share your blogs every couple of months. This is a great strategy, especially for blogs that focus on evergreen topics.

• Continue to update your blog posts over time. This will keep them fresh and relevant to new audiences!

• Do a video preview that shares the highlights and then link to the full blog. (Not only will a video help to promote your blog, but it can help to diversify your content as well!)

• Switch things up by using different graphics each time you share the blog on social media.

Social Posts

Let’s talk about Pinterest, LinkedIn, Instagram, Facebook, and Twitter– whew, that was a mouth full. Here are some effective ways for improving the life of your social posts:

• Develop content that resonates with your audience.

• Post high-quality content– and consistently!

• Use a variety of content types, such as static and animated graphics, blog links, videos, and shared content.

• Make it easy for people to find your content by using popular hashtags in the caption. It’s all about the SEO, people!

• Schedule posts when your audience is most likely to engage with them. Pro tip: If you’re using Facebook Business Manager to schedule your Facebook and/or Instagram posts, it can tell you the days and times your followers are most active. Use it to your advantage!

• Take advantage of the tools that each platform provides. For example, if you have a company page on LinkedIn, you can notify your employees when you’ve posted an update. From there, employees can interact, add a comment, or share it with their own network, gaining you more exposure.

• Engage with your audiences by asking questions, responding to comments, sharing others’ content, etc.

Paying attention to when content expires is a great way to determine how frequently you should be posting on various platforms, along with how much time you should spend creating pieces of content. For instance, you don’t want to spend hours crafting a tweet that will only be good for 18 minutes, or throw together a blog post in 20 minutes that will last for 2 years.

Let Evergreen Strategic Communications take your marketing to new heights. For more guidance on how to expand the life of your social content, connect with us today!