Timing is Everything: How to Optimize Social Media to Your Advantage

By July 16, 2015Uncategorized

Social media has quickly become the be-all and end-all of marketing outlets. Depending on the audience, other means of communication are still important. However, almost every audience is involved with social media. It’s therefore a sure fire way to spread the word.

The problem is figuring out how to post in a way that will grab attention among the millions of others out there seeking the same eyes. The trick is: timing. If something is posted at a time of day when your audience will not be online, then it goes unseen.

Not only are there certain times of the day when posts are more likely to be read, but there are also times of the day when posts are more likely to be shared. Figuring out what those times are can take companies from desperately posting to dominating feeds fast.

Below are timing strategies that will ensure marketing success for every main social media outlet.

The Social Media King: Facebook

The best times of the week to post marketing material on Facebook are Thursday and Friday. At the beginning of the week most people are motivated to get work done. By the time things wind down with the weekend pending, minds start to wander.

However, by the time the weekend actually hits, no one wants to sit at a computer any longer. 86 percent of Facebook posts happen during the work week. Although engagement rates are better on Thursday and Friday, and the average falls by 3.5 percent Monday through Wednesday, a work week post will still trump a weekend post. 

Not only are eyes important, but moods hold weight as well. Finding a time when your audience is happiest will make it more likely that they share your posts. The happiness scale goes up 10 percent on Friday.

Now what about time of day? The best time to post on Facebook is in the early afternoon. The most shares will occur at 1pm while the most clicks will happen at 3pm. Depending on the type of action companies want out of a post, they should choose one of these time slots.

Don’t forget, however, to always remember who your audience is. These suggestions apply to the general public, but it may vary depending on who you are trying to reach.

Real Time is Optimal Time: Twitter

Things are a bit different for Twitter posts. The best time to post marketing material on Twitter just so happens to be the weekend: Saturday and Sunday.

Again though, this depends on the audience at hand. When attempting to communicate with another business, weekdays are 14 percent more likely to have success than weekends. It’s the customer communication that should take place on the weekends.

Since Twitter is primarily sought after on handheld devices, it is easier to use while out and about. People are more likely to engage with companies on Twitter if they are relaxed and have time for fun.

As for the time of day to post, 5pm receives the most retweets while 12pm and 6pm have the highest click through rate. It is smart to factor in a commute as well. If your audience has a daily train ride with an hour of free time, remember that they are 181 percent more likely to be on Twitter during that time.

The Professional Network: LinkedIn

LinkedIn is primarily a business social network. It just makes sense that people are more likely to engage with companies on this outlet during business hours. Therefore, the best time to post on LinkedIn is Tuesday through Thursday during work hours.

When asking the question: which work hours are the best—simply think logically. Most people check their personal outlets when they first arrive at work and right before they leave. It is reasonable then that 7am-8am and 5pm-6pm are the absolute best times to post.

However, if clicks and shares are what you want, Tuesdays from 10am-11am prove best. While this type of audience may be less of a direct marketing campaign for companies, using LinkedIn is a great way to reach influencers. These contacts can be the ones to carry your marketing campaign for you.

For the Recreational Audience: Pinterest

Pinterest is perhaps the least  professional outlet of them all. However, it does serve its purpose and it serves it well. Using this outlet with an audience that consists of women who enjoy cooking, shopping or crafts is a smart move.

If shoppers are what companies want, then pin on Fridays at 3pm. That is when the fashion retail lovers are buzzing the most. However, in general, the best time to post on Pinterest is on Saturdays between 8pm-11pm and 2am-4am.

Pinterest is a late-night hobby that most people jump on at the end of a long day. Weekends prove to be the best for companies to post marketing material because no one has to get up early in the morning. Therefore, any late-night pins are also guilt-free. 

The Artsy Types: Instagram

Another outlet on the fluffier side of things is Instagram. This outlet is becoming more and more popular in today’s hipster-fashioned world, especially among teenagers. If the artsy types are the audience at hand then Instagram is the key.

Since Instagram consists of short posts with pictures as the main attraction, posting stays consistent pretty much all week. Slight spikes take place on Mondays and small dips occur Sundays.

For Instagram, work hours are not its friend. 22.5 people per 1,000 Instagram followers interacted with posts during work hours while 33.4 interacted with companies during off work hours. Instagram usually pops up when someone wants to share an experience. Let’s be honest, what crazy happenings go on in the workplace? Post marketing material on off hours to receive the most engagement.

Don’t Take Timing Lightly

Social media marketing may seem easy because it doesn’t require much effort. What it does require, however, is strategy. Timing should always be incorporated in that marketing strategy for companies to see success.

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