You already know that timing is everything in business and life and that calculation also applies to when one should ideally post content on the social media platforms of choice. According to social media content marketing experts, there are days and times when your audience will either be more likely to login and read posts on a particular platform or will be in a receptive frame of mind when they do check in.
Social media management sites, including Buffer, Hootsuite, Hubspot and SproutSocial, have studied the potential best timing for publishing and sharing posts and published those results, but the most exhaustive research seems to have been done by the Bismarck, ND digital marketing management company CoSchedule. Highlights of the company’s research are cited in this post and in its entirety at this link. https://coschedule.com/blog/best-times-to-post-on-social-media/
Still, I suggest that you experiment with your own study and look for indications that your posts perform better or worse on certain days and times. Because I had a long career in B2B face2face sales, I knew to avoid posting on Monday (too busy) or Friday (livin’ for the weekend). Tuesday seemed like a good day to publish, so I went with it. LinkedIn is my social media platform and I’ve shared my posts there each week for the 11 years that I’ve published.
Here’s a rundown of platforms that appeal most to B2B marketers and the suggested prime times to publish content, according to a review of 20 studies that was conducted by CoSchedule. To dig more deeply into this topic, click the link to the study. B2B, B2C and age will potentially impact your prime publishing times.
The evaluation of 20 studies revealed that the overall best time frame to post on Facebook is Thursday to Sunday from 1:00 – 3:00 PM. However, users can quickly and accurately identify their individual prime posting times by opening the Insight tab at the top of the page and inspecting the tracking graph.
What users really want to do to find out what’s going on is to use the Steady Demand tool, that reports out not only what your business, but also competitive businesses, are doing. You’ll have to pay, though. Otherwise, Wednesday mornings at 9:00-ish reportedly yields the best results when publishing. https://www.steadydemand.com/services.php
Users who have a business account with the platform should head straight to Instagram Analytics to receive customized performance results. Those who do not have a business account are recommended to investigate a free tool that is known to provide reliable data, such as Union Metrics. https://unionmetrics.com/free-tools/instagram-account-checkup/
The platform is all business and users are in a business frame of mind when they check in, but according to statistics, Tuesday through Thursday 8:00 AM – 5:00 PM wins by a nose (hey, that’s when I publish!). My LinkedIn connections will know that I’ve shared a blog post via a message that appears at their Notifications tab.
These 500 million active monthly users, heavily represented by the highly coveted Generation Z demographic, continue to fascinate nearly every marketer, especially in the B2C space. Business owners and leaders want to recruit them as customers now and work on cultivating a longstanding relationship that will yield millions of dollars in sales.
Marketers dream of their company’s videos being seen by a large segment of a GenZ audience that will become loyal to their company and who will comment on and give likes and shares to company posts. Some clever and lucky posters, they imagine, will attract devoted followers who like their videos enough to click the icon that includes the video creator’s profile to find the heart ♥️ and ask to be a follower.
What may not have been considered is that this group is not known for long term loyalty. They are known for skepticism and changing their minds. The best posting times have been difficult to pin down, but morning and evening commute, plus lunchtime, seem the best for publishing new content.
Wednesdays and Thursdays have emerged as the preferred days for tweeting, but users can verify their power hours by way of Twitter Analytics. Click “tweets” Overall, the best time frame for publishing is 7:00 AM – 8:00 AM and 6:00 PM- ish.
Thanks for reading,
Photograph: Kim Clark