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In the previous article, you learned the best time to post on social media to get maximum views is whenever your audience is online. This is the safest bet in making sure your content isn’t getting lost in the user's feed. Of course, I know from experience that the ideal timing may be a little tricky for your brand to pinpoint.
However, leveraging existing research while digging into the analytics provided by social media channels might just do the trick. Furthermore, in part one, you were able to go through current and relevant data regarding two social media giants: Facebook and Instagram.
Always bear in mind that you need to research and experiment to understand the habits of your current audience. Your brand is unique, and, therefore, so is your audience. So you should ensure that you understand your target audience well enough to know what makes them tick.
So you want to figure out the perfect time to post the ideal type of content that will get them to engage. The most practical way to do it is by diving into the insights of social media platforms.
When doing this, some of the things you should keep in mind are:
Plus, you don’t want to forget your marketing goals. After all, each social media channel should serve a specific role for your brand.
Ultimately, in Part 1, you received some pointers on how to overcome frequent pain points when posting on Instagram and Facebook. In Part 2, you will find the best times to post on Twitter and LinkedIn. Both of these social networks can help you develop a more distinct relationship with your consumer.
So let’s get to it and continue the journey of discovering the best times to post on social media.
The purpose of Twitter is to connect people with similar interests so that they can share their knowledge and experiences. The more people who use Twitter, the more likely it will be that you'll find someone who is interested in what you have to say. With tweets having a limit of 280 characters, it makes it natural for communication to be exchanged at a fast pace.
This social media platform has a chronological timeline, and it’s widely known for being used to obtain news about what’s happening right at that moment. It is the best platform to showcase your brand's point of view and use your brand voice since it’s ideal for having a two-sided conversation with your audience.
In Twitter’s chronological timeline, you get to see what people are tweeting as well as the tweets they are commenting on. This allows for easy favoriting or retweeting. The more engagement a tweet has, the more exposure it will get.
If you’re doubting whether your brand should be on Twitter, check out these statistics regarding the social network. I have summed it up for you in the following:
Due to its chronological feed, the time when you post is critical to ensuring that your followers actually see your tweet. Twitter does highlight some posts according to your interests. However, if your tweet is not posted in rush hour, then it’s likely to end up at the bottom of your audience's timeline.
According to Sprout Social, a social media management platform, the best time to post on Twitter is Mondays to Wednesdays and Fridays, and Saturdays at 9 AM.
The 2022 report also showed that the most consistent engagement could be found from Monday through Friday in the window of 9 AM to around 2 PM. The lowest engagement can be found every day between 10 PM and 5 AM
Hubspot, an Inbound Marketing Software and our partner, stated that the best windows to post are from 12 PM to 9 PM
Since Twitter can be used either on computers or mobile devices, we can gather that people make a habit of checking Twitter during their downtime. Probably scrolling through it during their commutes.
Due to its real-time nature, users tend to get their updates and news from this platform - and, if you're like me, some particularly-humored memes.
Similar to the rest of the social networks, the weekdays hold the largest engagement. But on Twitter, if you need to post on the weekends, per Sprout Social data, you should be doing it around 9 AM on either day. Even if it's not the ultimate peak time, another valuable time slot you should keep in mind are during lunch hours.
Now that you know the basics, we can move forward in tailoring the best time for your brand to be posting. For this, you will be exploring Twitter's Analytics. In this tool, you will be able to go over the stats regarding your tweet's history.
You can see everything from your past tweets' engagement activity to your followers' demographics. All the valuable information you will want to take advantage of when getting to know your audience's habits.
In the Tweet section, you will see all the important metrics of all of your tweets. That depicts how many users have seen the tweet, engagement rates, follows, etc. Additionally, you will also see the times and dates when they were posted.
By tracking this, you get access to the times when your tweets have performed best, in addition to the type of content your audience likes engaging with. This gives you the ability to increase your social media engagement. The cool part is that in the graphics, you can see how the tweets compare to each other in a specific period.
For more insights on your followers, go into the Audience tab. Here you will get a breakdown of your follower's gender, interest, what they do for a living, their level of education, etc. You can cross-reference if your actual followers match up with your target audience and adjust your content strategy according to your goals.
Also, another key piece of information you want to know is where your audience is located. Are you catering to their time zone? Are you talking to local followers or harvesting a global community?
With this valuable information in your pocket, it's time for a little experiment, Dr. Frankenstein.
You can now start doing some research of your own. Use this tip from Later, a social media scheduling platform (I've tweaked it a little bit), to measure the best time for your brand to post on Twitter.
If you think doing this sounds time-consuming, don’t fret. We have developed for you a free Twitter and LinkedIn Time Tracking Sheet. You will be able to easily do what was just mentioned and automatically see graphics to better identify the total of comments, likes, and retweets per month. This will give you an overview to figure out the times that work best for you.
Even though this may require some effort, you will get a clear picture of how your content is performing, how to optimize it, and the best times and days you should be tweeting it.
With this social network, you are entering into more of a niche territory. LinkedIn may not hold a large number of users as Facebook does but claims its value on being the largest professional network.
This social media platform has a total of 303 million monthly active users. When exploring statistics regarding LinkedIn demographics, you learn that:
With this, it's easy to understand why LinkedIn is considered the best B2B marketing channel. According to Hubspot, LinkedIn performs 227% more effective for lead generation than Facebook and Twitter.
Since people join this platform with a career-oriented focus, there is less content generated. People skip posting personal stuff and gravitate toward content that can improve their professional lives
As people use LinkedIn for professional purposes, it makes sense that its highest engagement in this social channel is recorded during weekdays.
In the 2019 study mentioned before, Sprout Social recorded that the best day to post on Linkedin is Mondays to Thursdays. And the peak times occur on Tuesdays between 10 AM and 12 PM.
Tuesdays to Thursdays from 8 AM to 4 PM we can find the best consistent engagement inside this online network. The lowest engagement day is Sunday.
Based on your specific audience, it may be smarter to build your schedule and focus your marketing efforts around weekdays and during work hours. It seems like people tend to check social media updates during the beginning of their daily routine and their lunch break. Along with weekends, Monday takes a back seat as the majority of people take a better chuck of this day to get organized for the week.
If you’ve come this far, you know how it goes. It’s time to dive into your LinkedIn Page Analytics. You have to be a page admin to be able to access them. Similar to the other social platforms we’ve talked about, you can find out the reach of your updates, the demographics of your followers, and the visitors of your page.
Go to the Updates section to see all that you have posted. You will be able to track from each one: date, audience (segmented or not), if it was sponsored, the number of impressions it had (people that saw it), click-through rates (when your logo, company name, or content was clicked), the interactions it had, followers acquired, and its engagement.
To get a better handle on your audience, go into the Follower tab. Here you get the breakdown of how many followers you have and their demographics. It is pretty unique in the sense that it breaks them into categories: Seniority, Industry, Company Size, Function, and Employee vs. Non-Employee (people that work for your company vs. people that don’t).
Using this information will help you when experimenting with your sharing schedule. To personalize it even further, carry on an experiment similar to the one we talked about earlier.
After doing this and sharing your results, your team will have a head start in developing a rock-solid social media strategy. On the right, you can download a Time Tracking Analysis spreadsheet so you can measure your brand engagement. Keep tabs on the number of reactions, comments, and shares your posts get per day and hour. And you can follow the same method we described earlier for figuring out your best time to post on LinkedIn.
Now you can feel confident in tackling your social media strategy and their respective schedules.
But don’t forget to keep the following in mind:
Let us know your journey in learning the best time to post on social media. If you haven’t already, don’t forget to check out part 1 of this post.
If you have any challenges that have not been addressed in our post, be sure to reach out. Schedule a free consultation with one of our growth advisors at gardenpatch. Let’s talk about how to up your social media marketing game.
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