The number of different social media platforms available is endless, but finding the right one for your business provides you access to post content and reach a broader audience. This advancement has given way to so many marketing opportunities for businesses to potentially tap into billions of users to improve their brand image, get realtime feedback from consumers, or increase their client base. However, one of the biggest roadblocks in creating your strategy is often determining the best time to post on different platforms to maximize viewer engagement.
Understanding the optimal time to post is crucial to ensure that you get as much traction as you can. Having this data will help you schedule your publications and campaigns and maintain consistency with your audience. However, each platform will have different algorithms to determine what posts are shown to users, making it challenging to stay updated on each network. While it is difficult to pinpoint the exact time that you should post, there are data to help you identify the peak engagement times for each platform.
As a micro-blogging site, Twitter allows you to engage with your followers actively and reach even more users if your post receives a lot of engagement. You can post on this platform from Monday through Friday, with the safe times being 8 AM to 4 PM. The peak times are then found to be on Wednesday and Friday at 9 AM. Noticeably, the Twitter audience is more inclined to using the platform in the early hours as people use it as a way to catch up and get the latest updates and news quickly.
Twitter engagement then drops in the middle of the night between 10 PM to 4 AM as users have likely already caught up on what they missed, or are fast asleep. If you must post on the weekend, then schedule it on Sunday at around noon time. Aside from targeting the peak times, you should also try using images or GIFs in your tweets as these are known to attract a larger audience.
The key to maximizing engagement in Facebook is creating authentic content that incites genuine reactions and piques the interest of users. Facebook’s new algorithm ranks the posts to display on a user’s News Feed based on posts that are likely to generate a positive response. Thus, you have to make sure your content can have such an impact. Now, more than ever, authenticity is essential, so take the time to come up with your content.
The best times to post on Facebook are on Wednesday, from 11 AM to 2 PM, since users tend to check the platform periodically for updates. On the weekdays, the safe times are deemed to be from 9 AM to 3 PM, suggesting that users log off more in the mornings and evenings. Surprisingly, the weekends are not ideal times to post on Facebook as people do not usually spend time on the platform during leisure times and use it more for mid-day updates.
Nowadays, Instagram is quickly growing into a huge platform, with so many ways to post content: images, stories, IG TV, and live videos. Its algorithm works in a way that users will always receive the newest or most recent posts. This way, you will always get fresh content every time you refresh your feed. Thus, you have to find the times in which your followers are online to ensure your post is one of the most recent.
Similar to Facebook, there is also consistent engagement on the weekdays from 9 AM to 4 PM, while the overall best day is on Wednesday. Though engagement becomes lower during late night and early morning, it is noticeable that there are scattered times when users still browse the platform. This finding is likely caused by the popularity of Instagram Stories, which can easily be seen at any time of the day. The difference, however, is that you can still get good engagement from Instagram users during Friday and Saturday. Thus, you may be able to post content as you head into the weekend.
Compared to the other social networking sites, LinkedIn targets a more specific audience–professionals who are trying to build their networks. Despite having a smaller reach, however, the platform is particularly helpful in generating leads since users are highly motivated. With that said, the “safe” times to post on LinkedIn are from Tuesday to Friday, from 8 AM to 2 PM. The engagement on Monday is not as high, most likely since it is a day to get settled for the week after the weekend.
Unsurprisingly, the engagement drops after working hours–approximately before 4 AM and after 8 PM–and during the weekend. LinkedIn users noticeably use the platform more during workdays and take time off during their rest days. This also gives you time to come up with quality content to cater to a more niche audience, especially since you are targeting professionals who are looking for industry insights and connections.
Having data on the best times to post on each platform will undoubtedly help you plan your social marketing strategy. However, it is also important to keep track of your account’s analytics to monitor the performance of your posts. While the data can give you an idea of the general pattern of engagement in each platform, it is still possible that you get different results. For instance, you may find that your posts are more successful during the off-peak hours, which may be caused by the saturation of similar posts during peak hours. It could also be that you are targeting a more specific audience that you can reach at a different time.
Whatever the case may be, it will be beneficial to keep track of your posts and see how each performed based on the time you post. Several factors can influence the success of your posts, so it is best to continuously mine for data and insights that can help you refine your strategy. Not all methods will work the same for every brand or company, so be open to innovating and changing your ways to generate better results.
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