The Lifespan of Content on Social Media

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By Daniel Kushner

A study on link clicks provides a very interesting view of the lifespan of your social media posts. The study looked at 1,000 popular social media links to determine how persistent they were. Knowing exactly how long your posts have to engage with your audience is extremely useful for shaping your social media strategy and creating individual posts.

The study found that the half-life – the amount of time at which a link will receive half of the clicks it will ever receive after it’s reached its peak – for each social network’s post was:

  • Twitter’s mean half-life of a link is 2.8 hours
  • Facebook’s mean half-life is 3.2 hours
  • For ‘direct’ sources (like email or IM clients) it’s 3.4 hours
  • Youtube links have a mean half-life of 7.4 hours