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'Lifespan (Half-Life) of Social Media Posts: Update for 2025' by Scott M. Graffius https://scottgraffius.com/blog/files/lifespan-halflife-of-social-media-posts-update-for-2025.html Social media platforms—such as Snapchat, TikTok, X, Facebook, Reddit, Instagram, LinkedIn, podcasts, YouTube, Pinterest, and blogs—enable people to access, share, and interact with content while also connecting with family, friends, and others. The platforms also provide organizations with direct channels to reach and engage with their target audiences. The relevance and engagement of social media posts have a limited lifespan. An advantageous objective metric is half-life. It’s the time it takes for a post to receive half of its total engagement (such as likes, shares, and comments). In 2018, Scott M. Graffius first published data on the lifespan (half-life) of social media posts. Algorithms and other factors on platforms change over time. For that reason, Graffius periodically updates his analysis. This report, which is based extensive study of over 5,000,000 social media posts and 225 podcasts aggregated from multiple sources, provides the update for 2025. Social media analytics offer valuable insights that can support efforts to level up engagement and results. Data on the average half-life of posts can help inform strategic and tactical decisions such as the frequency and scheduling of posts. Read less