This is another one of the questions I am frequently asked in client meetings, coaching sessions and whilst consulting. There are trends, on a local and a global level, but I think what’s more important is how you can figure out the best time for YOUR COMPANY to post!
Here at Social INK, we use Hootsuite as a great way to manage all our clients' social media and our own. It’s an incredibly powerful tool, allowing you to see an overview of multiple accounts at the same time, schedule and post to multiple accounts and review how your campaigns are performing.
It’s not everyone’s cup of tea as a piece of software, and as this isn’t a sponsored post in any way, I will just add, you can look at Buffer and Sprout Social as other options. There are a lot of others out there as well.
So recently I was doing some research to see what the global feeling is in terms of “best time to post”. There are a LOT of articles out there about this. Fundamentally there are some trends around the world, but there is always a couple of things that come up again and again!
So here are 3 small bits of advice, from our experience since 2008, and taking in to account some of the best bits from articles we researched:
1 - Make sure you are posting relative to the target audience you want to reach.
This sounds super obvious, but trust me when I say, it comes up a lot during conversations with clients, prospects and online in other articles too. If you want to target the US market, make sure you are looking at what times would suit them, don’t just hope that they will see your facebook posts or tweets eventually.
Some of the stats are quite shocking. The half-life for a tweet is just 24 minutes (according to Wiselytics) and a Facebook post will hit 75% of it’s reach within five hours. So make sure you are posting at times that suit your audiences time zone.
2 - Global trends suggest after work gets more Twitter engagement and that Saturdays see the most Facebook shares.
So according to Kissmetrics, there are some global trends that will help you to trial some more effective times to target your audience. The metrics show that after work tweets get more than double the amount of retweets than at 9am. So from 5pm onwards seems like a good time to get your Tweets out to the world. Tweeting 1-4 times per hour can also help you to develop more link clicks according to the figures.
Interestingly, the stats also show that Saturday’s are when the most Facebook shares occur, and that Noon seems to be the most active time for average shares as well. Lunch time facebook binge seems about right to us. But interestingly enough, Kissmetrics also shows that posting to Facebook once every two days is the best way to get more likes on a post.
3 - Test, Test and Test Again!
Here’s the one thing that all the good article say and what we believe is crucial for the success of your social campaigns. It’s not about what the global majority say. It’s not even about what other leaders in your industry might think works for them as well. It’s ALL about figuring out what times work best for you in the long run.
So how can you work this out. Simple. Try different times over the course of the next 30 days and track what is working and what isn’t. Testing and measuring the results is the best way to understand the optimal times for you to be posting.
If you’re feeling stressed about where to even start, keep the testing simple. Trial weekdays vs weekends, morning vs afternoons and then from those results you can quickly start figuring out specific days or times that work best for you.
But PLEASE, no matter who you are, what you do and what industry you are in, TEST, TEST and TEST AGAIN! It’s the only way you will really know what works for you and your brand.
If you are still stuck with how to achieve this, send us an email on firstname.lastname@example.org and we will be happy to point you in the right direction.
Below is the Kissmetrics infographic that will help you understand some of the numbers.