When you post to your businesses’ social media accounts, do you think about what time during the day you’re posting?
By missing the mark on the time of day to post, you could be missing out on increased impressions and engagement, which can drive awareness for your business, traffic to your website and revenue.
The answer to the best times to post isn’t simple—it can vary by the social media platform, the demographic and the area of the country.
At Mary Beth West Communications, we utilize the resources we have available to find the best times to post to social media accounts on behalf of our clients. These are some of the considerations we factor into the time of day and the day of the week we make posts:
Utilize Available Studies and Data
Our team members are trained through a HubSpot certification that covers inbound marketing and social media, and we use HubSpot continually as a source of knowledge in our field. HubSpot provides data and helpful blog posts on the best times of day to post, based on a dozen studies by various social media management tools like Buffer and Quintly.
According to their research, these are the best times to post on each social media platform:
Facebook: The best times are 9 a.m., 1 p.m. and 3 p.m. Posting at 3 p.m. will provide the most clicks, while 1 p.m. provides the most shares. Thursday through Sunday provides the best days to post.
Twitter: Posts made later in the day tend to perform better with key times being 12, 3, 5 and 6 p.m. B2B posts perform better during business hours, while B2C posts perform better on weekends. The best day to post to Twitter is Wednesday.
Instagram: Instagram is meant for mobile devices, so posts perform best in the morning around 8 to 9 a.m. or off-work hours later in the day. The best days to post are Mondays and Thursdays.
LinkedIn: The key time for LinkedIn is mid-week between 5 and 6 p.m., but 7 to 8 a.m. and noon can also perform well.
Test to Discover the Times That Reap the Best Results
Although studies can provide the best times to post, this doesn’t always mean your audience and following will behave the same way as what data suggests. It’s important to continually track your social media metrics and the performance of posts not only to see the types of content that perform best, but to ensure you’re posting your most important content on the best day and time.
When testing to see the ideal days and times to post, we suggest not changing too many things at once. Ensure the type of content you’re posting is consistent, and try changing the day of the week first—then try changing the time. Track the results to see which days and times provide the most impressions, or views of the post, and engagement, like comments, retweets and shares.
Match the Type of Content to the Best Day and Time
The type of content you post can perform better or worse depending on the day or time. For example, a light-hearted or funny post will tend to perform better outside of work hours or on the weekend. The same is true for more serious or informational posts—these will perform better during work hours.
Don’t Forget About Time Zones
We work with many local and regional businesses that only need to consider one time zone, but with clients that have a national audience, it’s not as simple. Hubspot recommends businesses with a national reach post at times best for the eastern and central time zones, as 80 percent of the population is within these zones. However, if you find a significant portion of your customer base or clientele is in the mountain or pacific time zone, you’ll want to post at a time that is ideal for those areas.
Schedule Posts in Advance
There are many platforms available for managing social media and scheduling posts. This becomes very helpful in ensuring content posts at the best days and times without having to login and complete each individual post. Hootsuite allows scheduling of posts for a variety of social media platforms and allows you to see a clear overview of all your scheduled social media content—displayed in a list, or shown in a daily, week or monthly view. It even has a mobile app to easily approve, edit and manage posts on the fly. Other resources available include TweetDeck, Buffer and Sprout Social, among many others.
One last consideration to keep in mind with social media is that it is ever-changing. What works this year, or even this month, may not work the next. It’s important to continually monitor your social media and to stay up-to-date on the latest news in the world of social, to make adjustments that can positively impact the success of your posts.
For more information on how to achieve measurable results for your business through social media, contact us at Mary Beth West Communications.