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The posting benchmark

The Border Mail on Facebook, beside its peers

How The Border Mail's Facebook Page posted from 29 June 2026 to 20 September 2026, and how readers responded, beside its 368 peers: news publishers, digital-native newsrooms and news agencies worldwide with 30k to 300k followers.

Country
Australia
Region
Australia and New Zealand
Kind
Publisher, digital-native or agency
Followers
Under 100k

Within Australia

The Border Mail: 14.9 a day

Median in Australia: 20.9 a day

That is 6 fewer a day than the median in Australia.

Place the dots by

Posts a day246th/369Photos and video277th/369Evening posts166th/279Weekend day58th/273
Engagement per post231st/369Engagement a day313th/369Per 1,000 followers198th/369Comments per post323rd/369Comments a day325th/369

The Border Mail, Australia

246thof 369

Rank among its peers, highest first, posts a day

The Border Mail posted 14.9 times a day to Facebook, at least 29% less than the median of 368 news publishers, digital-native newsrooms and news agencies worldwide with 30k to 300k followers, 29 June to 20 September 2026.

Its first gap: posts a day

5.9 more posts a day would reach its peers' median. What it would take

See all nine measures

The Border Mail's 368 peers, lifted out of the 950 news brands in the comparison, placed by posts a day. The scale is logarithmic, so 1 to 10 takes the same width as 10 to 100.

Public Facebook posts, 29 June 2026 to 20 September 2026. Dataset peers-2026-09-v4.

At a glance

The Border Mail beside 368 peers

The Border Mail and its peers, measure by measure. Public Facebook posts, 29 June 2026 to 20 September 2026. Dataset peers-2026-09-v4.
MeasureFigureRank among its peers, highest firstMedian of its peers
Posts a day14.9246th of 36920.8
Photos and video12%277th of 36943%
Evening posts24%166th of 27927%
Weekend day90%58th of 27377%
Engagement per post8231st of 36912
Engagement a day354313th of 3691,414
Engagement per 1,000 followers0.097198th of 3690.11
Comments per post2.4323rd of 36916
Comments a day35325th of 369269

What it would take

What would reaching the median of its peers take?

5.9more posts a day

42 a week, to reach the median of its peers: 20.8 a day, against 14.9 now

Arithmetic on the figures above, rounded up. It isn't a forecast.

The other measures, in posts

  • Photos and video

    12% of its posts; the median of its peers 43%

    34 more of its 104 posts a week as photos or video: 12 now, 46 at the median

  • Evening posts

    18:00 to midnight: 24% of its posts; the median of its peers 27%

    3 more of its 104 posts a week between 18:00 and midnight: 25 now, 28 at the median
  • At or above the median of its peers on a weekend day.

Posts a day and the weekend add posts; photos and video and the evening move posts it already publishes. Each rounds up. It isn't a forecast.

Posting

Posts from your own stories, in the hours you choose

Each story you tick in the RSS feed gets a poster from your template, and each channel's queue spreads the posts across its own slots, so posting more of your stories doesn't mean making more cards by hand. A story needs a photo unless the template uses a solid background.

Auto-pilot starts with Friday 15:00–21:00 and Saturday and Sunday 07:00–21:00, every 15 minutes, and an organisation admin can change the days, hours and interval.

Today's queue on The Port Arden Post's Facebook channel.

Publishing · The Port Arden Post

FICTIONAL NEWSROOM

Today · Tue 6 Oct

  1. 11:00Greyport cannery confirms 40 jobs at riskNext · in 16 min
  2. 12:30Opinion: The ferry fare rise is the wrong fix
  3. 14:00Night markets return to the Greyport waterfront this Friday
FIG. 1 · Today's queue on The Port Arden Post's Facebook channel. All mastheads, people, handles and comments shown are fictional. Illustrative figures. Labels as they appear in Sence, September 2026.

Comments

The comments that come with them

The Border Mail's posts drew 35 comments a day. The median of its peers: 269.

Posts you publish through Sence go out to a comment section Sence is already watching.

When a comment matches a rule you've switched on, Sence typically hides it within seconds and alerts whoever you choose. Replies are always sent by a person. Comments on Facebook, Instagram, TikTok and your own site are read the moment they arrive. YouTube is checked every few minutes.

Whether a gap comes from choice or from staffing, Sence does the card-making and the scheduling, so how many of your stories reach each platform is up to your desk, within each platform's limits.

Contact us

Sence doesn't forecast what posting more will do for your reach, engagement or revenue. If you switch on link tagging, your own analytics can see the visits each platform sends.

Head to head

Put it beside up to three news brands

Add a news brand from anywhere in the comparison, or one of its peers, and every figure lines up beside The Border Mail's.

Type its name, then choose it.

Or one of its peers in its own country

Day by day

How The Border Mail posted, beside its peers

Its own posts beside its 368 peers, 29 June 2026 to 20 September 2026. Days are UTC days; hours and weekdays are local time.

Posts each day

  • The Border Mail
  • Median of its peers
  • Middle half of its peers' posts a day
Show the figures as a table
Posts each day by The Border Mail, 29 June 2026 to 20 September 2026, beside the median of its peers each day and the middle half of their posts a day.
DayThe Border MailMedian of its peers
Monday 29 June2220
Tuesday 30 June1820
Wednesday 1 July1321
Thursday 2 July1821
Friday 3 July1221.5
Saturday 4 July1717
Sunday 5 July915
Monday 6 July1419
Tuesday 7 July1422
Wednesday 8 July1321
Thursday 9 July1323
Friday 10 July1323
Saturday 11 July1317
Sunday 12 July1016
Monday 13 July1521
Tuesday 14 July1522
Wednesday 15 July1723
Thursday 16 July1622
Friday 17 July1321
Saturday 18 July1416.5
Sunday 19 July1315
Monday 20 July1319.5
Tuesday 21 July1921
Wednesday 22 July1921
Thursday 23 July1422
Friday 24 July1322
Saturday 25 July1716
Sunday 26 July1315
Monday 27 July1720
Tuesday 28 July1823
Wednesday 29 July1923
Thursday 30 July1622
Friday 31 July1422
Saturday 1 August1418
Sunday 2 August1116
Monday 3 August1221
Tuesday 4 August1322
Wednesday 5 August1522.5
Thursday 6 August1123
Friday 7 August1522
Saturday 8 August1517
Sunday 9 August1315
Monday 10 August1420
Tuesday 11 August1822
Wednesday 12 August1323
Thursday 13 August1522
Friday 14 August1422
Saturday 15 August1517
Sunday 16 August1615.5
Monday 17 August1420.5
Tuesday 18 August1122
Wednesday 19 August2022
Thursday 20 August1924
Friday 21 August1522
Saturday 22 August1418
Sunday 23 August1716
Monday 24 August1821.5
Tuesday 25 August1423
Wednesday 26 August1723
Thursday 27 August1622
Friday 28 August1522
Saturday 29 August1617
Sunday 30 August1316
Monday 31 August1521.5
Tuesday 1 September1723
Wednesday 2 September1924
Thursday 3 September1623
Friday 4 September1323
Saturday 5 September1618
Sunday 6 September1116
Monday 7 September1119
Tuesday 8 September1422
Wednesday 9 September2023.5
Thursday 10 September1623
Friday 11 September1423
Saturday 12 September1218
Sunday 13 September1016.5
Monday 14 September1721.5
Tuesday 15 September1323
Wednesday 16 September1424
Thursday 17 September1722
Friday 18 September1624
Saturday 19 September1419
Sunday 20 September1618

Share of posts by local hour

Show the figures as a table
Share of posts by The Border Mail in each local hour, beside the median of its peers.
Local hourThe Border MailMedian of its peers
00:000%0.2%
01:000%0%
02:000%0%
03:000%0%
04:000%0%
05:000.8%0.1%
06:006.6%3.4%
07:004.5%5.3%
08:004.9%6.1%
09:005.5%6.4%
10:005.8%6.4%
11:006.2%6.6%
12:007.5%6.5%
13:007.3%6.4%
14:005.9%6.5%
15:007.4%6.5%
16:007%6.5%
17:006.8%6.5%
18:007.2%6.3%
19:006.9%6.3%
20:006.5%5.9%
21:002.6%4.6%
22:000.6%2.7%
23:000%0.8%

Posts a day by weekday

Show the figures as a table
Posts a day by The Border Mail on each local weekday, beside the median of its peers.
WeekdayThe Border MailMedian of its peers
Monday14.819.9
Tuesday14.821.4
Wednesday16.421.5
Thursday16.121.8
Friday14.421.4
Saturday13.815.8
Sunday13.714.1

What it posted

Show the figures as a table
Share of each format among posts by The Border Mail, and the median across its peers.
FormatThe Border MailIts peers, median
Photo11%35%
Video or reel1%4%
Album0%0%
Link88%61%
Text only0%0%
Other0%0%

The detail

When it posts, and who it's compared with

When it posts, day by day and hour by hourEvery day of the 12 weeks, every hour of the day and what it posts, beside the median of its peers.
  • The Border Mail, 18:00 to midnight: 24%
  • Median of its peers, 18:00 to midnight: 27%
  • On a weekend day, The Border Mail posted 90% of a weekday's posts. The median of its peers: 77%.

Public Facebook posts, 29 June 2026 to 20 September 2026. Dataset peers-2026-09-v4.

Who is it compared with?Where each of its peers is based, and every one of them by name.

The Border Mail's peers are 368 news publishers, digital-native newsrooms and news agencies worldwide with 30k to 300k followers: the same kind of title with a similar number of followers, from the nearest place that has enough of them. Its 368 peers, A to Z.

The peers

Its 368 peers, A to Z

Each has a page of its own, beside its own peers. Each news brand's rank is among its own peers only. Being counted says nothing about which tools a newsroom uses.

Compare another news brand

Type its name, then choose it to open its page.

Every news brand, A to Z

Talk to us

Tell us how many stories you publish and where they go today. We'll show you what your queues and auto-pilot could carry.

Contact us