Shelf life describes the amount of time that social media content  will be seen by people and receive engagement before it disappears from their feeds.

Why Shelf Life Matters in Social Media Marketing

Social media platforms are designed to show users the most relevant and engaging content, and algorithms play a vital role in determining which posts get shown. As a result, posts have a relatively short shelf life, which means that they quickly become outdated and irrelevant.



The shelf life of an Instagram post is relatively short, with some sources stating that it can be as short as 21 hours. However, the algorithm is designed to show users the most relevant content, which means that the post’s engagement level plays a vital role.


The shelf life of a tweet is very short, with the average lifespan being around 18 minutes. With millions of tweets being posted every day, it is essential to post regularly to remain visible.


Facebook is the most challenging platform when it comes to the shelf life of posts. With over 1.9 billion daily active users, Facebook’s algorithm prioritizes fresh and engaging content. Therefore, the shelf life of a Facebook post is relatively short.


The shelf life of a post is relatively longer than other platforms, with a shelf life of around 24 hours. However, the engagement level of the post also plays a crucial role in its shelf life.