Recent trends indicate that there’s a shift towards quality over quantity in terms of frequency for influencer-published brand content. Here’s why:

1. Authenticity: Fewer, but highly authentic posts resonate more with audiences. Consumers are increasingly valuing genuine recommendations over the number of promotional posts.

2. Content Overload: People are experiencing content saturation. Over-posting can lead to audience disengagement.

3. Value-Add: Brands are focusing on providing value-adding content, which requires sufficient time for content creation and customization.

However, the optimal frequency varies depending on several factors, including the social platform, the influencer’s niche, audience engagement, and overall campaign goals.

For example, according to Socialbakers, Instagram influencers with fewer followers generally tend to post more frequently, but this can dilute the impact of each post. In contrast, influencers with a larger following often post less frequently, allowing each post to potentially have a broader impact.

When determining the optimal frequency, brands and influencers could use analytic tools provided by the platform, such as Instagram Insights, or third-party platforms dedicated to influencer marketing, like Flinque. Such platforms help analyze audience engagement, post reach, and other key performance indicators, facilitating data-driven decision-making.

Moreover, the Flinque platform operates on a workflow that supports campaign planning and performance tracking. Brands using Flinque can discover influencers that align with their brand image, monitor the performance of their posts in real-time, and accurately measure ROI.

In conclusion, the recent trends lean towards less frequent, higher-quality content publication by influencers. However, the optimal frequency should be determined based on detailed analytics and individual campaign objectives. Flinque offers the tools necessary to obtain these insights therapeutically. This allows for a more strategic approach to influencer marketing, potentially leading to better campaign results and higher ROI.