As an experienced social media manager, I am slowly building a bank of frequently asked questions when companies enquire for a strategy quote. ‘What are the best times to post on social media?’ is definitely among the top three! Time is a limited resource, and everyone wants to be sure that they are investing it as wisely as they possibly can be. The exact same content can have a varying impact depending on what time of the day you post it. The answer to this question, as always, depends on your business and your target audience!
When working out key times of the day to post to your company’s social media channels, there are some key considerations to research into:
- Who are your target market and when are they online?
- What is your content’s message?
- Who will resonate with that message most and when are they online?
- Can your business take advantage of trending topics, national and international holidays and popular hashtags?
- When are those trending topics and popular hashtags busiest? Too busy and people won’t catch your content, but too little traffic and your post won’t get enough reach.
- Is your brand national or global? Do you need to consider global time zones in your social media strategy?
It can certainly get complicated if you have multiple audiences, global audiences or potential crossover in your audience. It is important to reach your target audience every time you post but you don’t want to reach the same people multiple times a day and risk them losing interest and unfollowing you! Spam is never good and can cheapen the value of your social platforms. Generally speaking, time gaps and focused scheduling can ease those problems.
The Common Sense Clock
Fortunately, for most businesses, the best times to post on social media are pretty obvious. If you’re targeting professionals, you can assume that they will be online on their morning commute, common lunch hours and their commute home. If you’re targeting stay-at-home parents, you’re likely to catch them on their morning tea break or common nap times. Inserting yourself into the routine of your target audience is key – and if you don’t recognise your target audience or when they are online, I can help with that!
Platform Happy Hours
There are golden hours for most social media platforms so if you are focused on general reach and visibility, there are some key times to highlight in your schedule!
- Instagram: 12-1pm weekdays
- Facebook: 12-3pm weekdays and 12-1pm weekends
- Twitter: 3pm weekdays
- LinkedIn: 7:45-9am, 12.45-1.45pm and 5.45pm
Understanding these key considerations can help a business better their social media schedule but to truly invest your time and advertising budget wisely, it’s always best to improve your targeting and set targeted reach as your goal rather than general reach. For help discerning your target market and identifying the key platforms to post on (and whether their golden hour is your golden hour), feel free to contact me for a chat!