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The Timing Behind Social Media Engagement

When it comes to social media marketing, the main goal is to get as many people as possible to see your company in their social media feeds. Knowing what times of day the most people are on their phones helps in getting your content the most views. Some social media apps show content chronologically, and some have algorithms, putting the most interesting posts at the top of your feed. This means there are many different strategies for different platforms. Today we will dive into the best posting times for what content you have, and where you want to post it.

Does what time you post at really matter?

To find the best time to post engaging content, analyzing who uses each platform and follows you comes into play. Different businesses find that different times work best for them, because it depends on how your specific audience interacts with each social media platform. Sometimes what works best for the industry might not be best for your brand, though. If your followers expect to listen to your podcast during lunch every Monday, but the best podcast posting time is Thursday, you should stick to your schedule that followers rely on. Nonetheless, there are definitely certain times of the day, and certain days of the week, when the most people are clicking and engaging on companies’ social media posts.

While creating a social media plan, some platforms need a high quantity of posts for success, and some need high quality posts at the right times of the day and week. To get the most audience engagement out of each of your company’s posts, focus on timing. This can really get you to the top of the competition. Catering to each platform’s ecosystem, the time of day that you post content on Facebook, Twitter, Instagram, and LinkedIn can help each post get more customer engagement.

How each platform ranks your content

Similar to creating your social media strategy, deciding what time your content goes out relates to how your target audience uses each social media platform. For example, Twitter is very popular during commuting times. People like to scroll through tweets on their way to and from work. Networks like Facebook and LinkedIn are ones that people like to log into on their computers. So these see high engagement rates during the work day.

Facebook still dominates the social media market, making this a helpful platform for gaining brand awareness. Using Facebook shows leads and potential customers that you’re active online, and it’s also easier to go viral on Facebook, so you should aim for engaging content that will get the most clicks and shares. They shows users their feed based on an algorithm, meaning that content matters more than how often you post. More compelling images and live videos also get 2.3 times more engagement. Posts that are entertaining, helpful, and relevant get shown at the top of people’s feeds. Irrelevant posts will be filtered out by the algorithm. Don’t overthink it though, engagement went up 18% for as simple of a reason as companies posting funny content to boost people’s moods on Thursdays and Fridays.

For apps that show posts chronologically, like Twitter, it’s more important to post frequently than to focus on quality. People will see your tweets when you tweet them, so relevant content multiple times a week works best for Twitter. Fitting your content and social media schedule to the ecosystem of each platform is the best way to maximize the amount of people seeing your posts.

Best posting times for each platform

Below is a chart of which posting times get the most engagement on each social media platform.

PlatformTime of Day & Day of WeekFrequencyNotes
Facebook3pm Wednesdays, 12-1pm Saturdays and Sundays, 1-4pm Thursdays and Fridays2 to 5 posts each weekLunchtime is good for people at work, but people also use it to unwind on weekends.
LinkedIn10am – noon, Tuesdays, Wednesdays, Thursdays, and Fridays are best2 to 5 posts each weekB2B interactions are best at lunchtime for people at work.
TwitterCommuting times have a slight advantage, but Sundays, Mondays, and Tuesdays are bestUp to 2 posts each dayB2B sees best results during weekdays, but B2C sees best results on weekends.
Blog PostsWednesday and Thursday afternoons1 to 4 posts each weekFacebook posts that advertise for blogs also see high engagement levels.
Instagram5pm on weekdays, best Thursday and Friday1 to 6 posts each weekDefinitely off-work hours, used to unwind.
Incorporating the right timing

The typical company will post one to six times each week as a general social media outline. They also see the most success in posts that are under 230 words, and blue and red colored graphics get higher engagement overall. It is also important to keep in mind what time zone and regions your followers are in. Between New York and LA, a three hour time change can be a big difference in social media, let alone if you’re posting for followers across the world from each other. In the United States, people in the Eastern and Central time zones make up 75% of the population, so sticking to those time zones works for most. If you have a very global audience, days may be more important than times, and there are also different social media platforms popular in other countries.

Deciding when to post on social media can involve many different perspectives. Plan ahead by looking at your audience, the platforms they most align with, and the best practices for those platforms. This will lead to high engagement rates on the quality content that your brand puts out, bringing in more loyal customers.

Marketing Relevance can help you with creating a marketing strategy that will increase ROI. Contact us today or call 847-259-7312 to get the process started.