This is the age-old question, isn’t it! When can I post to social media and have the most impact? When are more people on social media at any given time? What’s the secret to having more people see my content on social media? Well, the answer is simple – it depends!
Yes, it might not be the answer you were expecting or hoping for, but that’s what the truth really is. Sure, you’ve seen other blog posts and infographics telling you that posts to Facebook are best between x and y time, but have you taken into account your audience? How do you know that advice works best for your brand? I’m here to tell you a few marketing secrets.
1. The best time to post depends on your analytics.
This is the most important thing to consider. Your analytics are the key to unlocking many secrets. Each social media platform gives you free analytics, so make use of it. If you don’t understand them, get help from others who do. It can take a few months of analysing them to be able to get a real idea about what time your ideal customer is online. And generally no two platforms will give you the same answer as to what time to post (so you might want to disconnect your Facebook from automatically posting to your Twitter account).
2. The best time to post depends on your time zone.
This one might seem a bit redundant, but if you’re in the UK, and your target audience is in the UK, then don’t post at crazy hours of the day or night. Sure, you might be awake at 3am, but that doesn’t mean your ideal customer is! However, if you’re in the UK and your ideal customer is in Australia, then certainly posting at 3am GMT could be useful.
3. The best time to post depends on your target audience.
Ok, so you’ve reviewed your analytics, you’ve noticed that most of your followers are online at 7am, 2pm, 6pm* (examples only, check yours to make sure these really work for you) BUT, only 10% of your followers are actually your ideal customers. Go deeper into your analytics to discover what time of the day and night they are online, and post then.
4. The best time to post depends on your message.
If you are selling baby products, for example, new mums are more likely to go online just after baby has eaten, when they’re napping, when they have just gone to sleep for the night (these examples are from my own personal experience of having kids), so try posting your feeding aids around 1.30pm, your cozy blankets around 5pm, your sleep machines around 9pm… you get the idea.
5. The best time to post depends on the day of the week.
Ok, so again this one comes down to studying your analytics, but just keep in mind that social media is on 7 days a week. Your business might only operate Monday to Friday, but keep an eye on what days your ideal customers are online. You might still need to post on a Saturday night or Sunday evening.
If you’re still having trouble figuring out which time of the day, day of the week, channel of social media to post to at any given moment, then call in the experts. Bear in mind too, that the all elusive answer will change from day to day, week to week, month to month and channel to channel, but it will get you better results than just guessing.