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The posting benchmark

The Sydney Morning Herald on Facebook, beside its peers

How The Sydney Morning Herald's Facebook Page posted from 29 June 2026 to 20 September 2026, and how readers responded, beside its 213 peers: news publishers, digital-native newsrooms and news agencies worldwide with 500k to 5m followers.

Country
Australia
Region
Australia and New Zealand
Kind
Publisher, digital-native or agency
Followers
1m to 10m

Within Australia

The Sydney Morning Herald: 55.5 a day

Median in Australia: 20.9 a day

That is 34.6 more a day than the median in Australia.

Place the dots by

Posts a day96th/214Photos and video175th/214Evening postsWeekend day
Engagement per post160th/214Engagement a day111th/214Per 1,000 followers157th/214Comments per post123rd/214Comments a day115th/214

The Sydney Morning Herald, Australia

96thof 214

Rank among its peers, highest first, posts a day

The Sydney Morning Herald posted 55.5 times a day to Facebook. The median of its 213 peers: 48.

Its first gap: photos and video

155 more of its posts a week as photos or video would reach its peers' median. What it would take

Peers: 213 news publishers, digital-native newsrooms and news agencies worldwide with 500k to 5m followers, 12 weeks to 20 September 2026.

See all nine measures

The Sydney Morning Herald's 213 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 Sydney Morning Herald beside 213 peers

The Sydney Morning Herald 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 day55.596th of 21448
Photos and video24%175th of 21463%
Evening postsNot countedNo rank28%
Weekend dayNot countedNo rank81%
Engagement per post23160th of 21451
Engagement a day18,674111th of 21419,718
Engagement per 1,000 followers0.016157th of 2140.046
Comments per post55123rd of 21465
Comments a day3,048115th of 2143,536

What it would take

What would reaching the median of its peers take?

The Sydney Morning Herald's posts a day are at or above the median of its peers, so this starts with photos and video, where it sits furthest below them.

155more posts a week

as photos or video, of its 389 a week: 92 now, 247 at the median of its peers

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

Its 389 posts a week: photos and video now, and at the median of its peers

  • Photos and video now
  • The rest of the way to the median
  • Its other posts

The other measures, in posts

  • At or above the median of its peers on posts a day.
  • No local-time figure for evening posts and a weekend day.

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 Sydney Morning Herald's posts drew 3,048 comments a day. The median of its peers: 3,536.

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 Sydney Morning Herald's.

Type its name, then choose it.

Or one of its peers in its own country

Day by day

How The Sydney Morning Herald posted, beside its peers

Its own posts beside its 213 peers, 29 June 2026 to 20 September 2026. Days are UTC days; hours and weekdays are local time.

Posts each day

  • The Sydney Morning Herald
  • Median of its peers
  • Middle half of its peers' posts a day
Show the figures as a table
Posts each day by The Sydney Morning Herald, 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 Sydney Morning HeraldMedian of its peers
Monday 29 June6453
Tuesday 30 June6154
Wednesday 1 July5256
Thursday 2 July6353
Friday 3 July6051
Saturday 4 July3941
Sunday 5 July4240
Monday 6 July5950
Tuesday 7 July5456
Wednesday 8 July7051
Thursday 9 July5553
Friday 10 July5252
Saturday 11 July4044
Sunday 12 July4642
Monday 13 July4950
Tuesday 14 July6152
Wednesday 15 July5655
Thursday 16 July6353
Friday 17 July6150
Saturday 18 July4244
Sunday 19 July5042
Monday 20 July5050
Tuesday 21 July4855
Wednesday 22 July5954
Thursday 23 July5555
Friday 24 July6452
Saturday 25 July5041
Sunday 26 July3839
Monday 27 July5649
Tuesday 28 July4453
Wednesday 29 July7354
Thursday 30 July7755
Friday 31 July5254
Saturday 1 August4243
Sunday 2 August5439
Monday 3 August5648
Tuesday 4 August6154
Wednesday 5 August5452
Thursday 6 August4750
Friday 7 August5052
Saturday 8 August5341
Sunday 9 August4638
Monday 10 August5748
Tuesday 11 August5752
Wednesday 12 August6752
Thursday 13 August7152
Friday 14 August6151
Saturday 15 August3844
Sunday 16 August5841
Monday 17 August7347
Tuesday 18 August6352
Wednesday 19 August5852
Thursday 20 August7352
Friday 21 August5550
Saturday 22 August4241
Sunday 23 August4940
Monday 24 August4549
Tuesday 25 August5852
Wednesday 26 August5451
Thursday 27 August6851
Friday 28 August5049
Saturday 29 August4643
Sunday 30 August5041
Monday 31 August6551
Tuesday 1 September7052
Wednesday 2 September5551
Thursday 3 September6454
Friday 4 September5950
Saturday 5 September5644
Sunday 6 September4142
Monday 7 September5250
Tuesday 8 September5155
Wednesday 9 September4955
Thursday 10 September6553
Friday 11 September6953
Saturday 12 September5145
Sunday 13 September5943
Monday 14 September5752
Tuesday 15 September6452
Wednesday 16 September5654
Thursday 17 September6453
Friday 18 September5351
Saturday 19 September5343
Sunday 20 September4538

Its local time zone is unknown, so its hours and weekdays aren't shown.

What it posted

Show the figures as a table
Share of each format among posts by The Sydney Morning Herald, and the median across its peers.
FormatThe Sydney Morning HeraldIts peers, median
Photo15%58%
Video or reel8%11%
Album1%1%
Link76%31%
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.
  • Median of its peers, 18:00 to midnight: 28%

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 Sydney Morning Herald's peers are 213 news publishers, digital-native newsrooms and news agencies worldwide with 500k to 5m followers: the same kind of title with a similar number of followers, from the nearest place that has enough of them. Its 213 peers, A to Z.

The peers

Its 213 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.

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