You’ve created some exciting, relevant and audience-focussed content for your social media channels. Now, the big question – when should you schedule the posts for maximum impact?
We’ve read some of the latest studies into consumer behaviour to provide you with a recommended outline below – however, the best times to post on social media will vary depending on your target audience, platform and content. Our advice to clients is always test, test and test again. Also, if you’re as addicted to social media as we are, be conscious of the times that you are using each channel and this can also give you a guide on the best times to schedule posts – particularly if you fit within your target demographic.
This B2B social network channel is targeted at professionals, so the best time to catch people on this channel is during the work week, when this target audience is most likely to be browsing LinkedIn. Studies have found that the morning commute, lunchtimes and the journey home from work are good times for posts, on Tuesdays, Wednesdays and Thursdays. Evenings and weekends are largely a no-go. So, ensure that your social media activity on LinkedIn reflects this.
Twitter is hugely popular amongst mobile users, with people using it as a welcome distraction on breaks and on their commute. The optimum time for social media activity on Twitter is during the working week from 12 – 3pm and again from 5 when the working day is over. However, as Twitter is so popular and accessible, this is changeable and will depend on your target audience – so testing and variation of times is required for this platform, to find what works best for your organisation, audience and end goals.
Facebook is a great channel for reaching the consumer audience, and it is also becoming increasingly popular as a B2B platform, recently surprisingly outranking LinkedIn and Twitter among B2B decision-makers. Advice varies, but generally the highest rates for engagement are on weekdays from 1 – 4pm, the best days being Wednesday and Thursday. Weekends are also a great time to post content, but an ideal time is harder to pinpoint. Another case for more testing here. Facebook is perhaps the most personable platform, allowing for emotional reactions and offering higher character allowances – so keep the content fun and engaging.
Tip: Use Facebook analytics to track your data and see when your audience is online.
Fortune 500 companies overwhelmingly post photos on Instagram during business hours, with posts spiking between 3pm – 4pm. It is recommended that posts are scheduled during the working week, from 12pm to catch users checking their phones on their lunchbreaks, and then later in the day as they wind down and commute home.
Pinterest users are most active in the evening during weekends, and activity spikes on Saturdays from 8 – 11pm. The worst time for Pinterest is during working hours. Also, be aware that a staggering 80% of Pinterest users are female, and 90% of all posts are created/shared by women.