Understanding the Best Days to Post on Social Media
Has your business ever created a piece of content that was so perfect you thought about framing it in your office? Okay maybe not frame it, but you catch the drift.
But when you shared it on social media, perhaps it didn’t perform as well as you’d hoped, and you’re stuck wondering why. Even if your content is shared with the right people on the right platform, it can still fall flat if it’s not posted at the right time. To optimize your content, you want to make sure you’re posting at the right time, to the right audience, on the right platform, every time!
So, when should you post? Let’s take a look at the best days to post on social media to give you some much-needed answers to your social media questions.
First, know what social platforms your customers are using.
Take a look at the channels your business uses. Whether it’s Facebook, Instagram, Twitter, Pinterest, LinkedIn, YouTube, or TikTok — yeah, we said TikTok — you need to take advantage of the key days and times users operate on these channels.
Although, none of this really matters if you don’t know who you’re targeting with your content. By creating buyer personas, you’ll be able to determine which platforms will work best for your audience, and what time to post on these platforms. A buyer persona is a semi-fictional representation of your ideal customer based on data (and some educated guesses). If your business doesn’t have dedicated buyer personas, check out this article by HubSpot to learn how to make them!
Once you’ve identified who it is you’re targeting, make sure to reassess your current social media strategy. Are you customers mainly using Instagram, while you’re using Facebook? Then make the switch! Do they engage more with video? Create a YouTube channel! Be where your customers are. That way, you can be confident you’re engaging them with the right content, on the right platform, and most importantly, at the right time.
What time span is considered social media prime time?
Alright, let’s get to what you came here for. Here are the best days to post on social media, for all the major platforms: Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and TikTok.
One last thing! Knowing the best days to post on social media won’t do you much good without a content calendar. Download our free social media planning template to help you plan ahead with ease.
If Facebook is one of your main platforms, share content during the best posting times on Facebook: on Wednesdays at 11 a.m., or between the hours of 1 p.m. and 2 p.m. Posts on Tuesdays, Wednesdays, and Thursdays between the hours of 8 a.m. and 3 p.m. also have higher engagement, as opposed to posts on the evenings and weekends that produce the lowest engagement.
According to research conducted by Hootsuite, most Facebook users are between the ages of 18 and 29. 75% of U.S. women report they use Facebook as opposed to 63% of men. So, if your ideal customer is a female between the ages of 18 and 29, you’re using the right platform! Just make sure you’re posting at the right time to reach your target audience. To better understand the best way to make an impact on Facebook, check out our blog.
Who would’ve thought the best days for Instagram would be Wednesdays and Fridays? Research shows that posting on Instagram between the hours of 9 a.m. and 4 p.m. Monday through Friday gets the highest engagement. Similar to Facebook, weekend posts have lower engagement on Instagram, so try to avoid posting then (unless it works for your audience!).
Instagram also has a bit of a younger demographic, reporting that most users are between the ages 18 to 29. Of these users, a whopping 80% check their feed daily, and 55% check multiple times a day! Like Facebook, Instagram users are mostly women. If Instagram is working for your business, see how these demographics fit into your buyer personas and determine if you need to reassess your Instagram marketing strategy.
If your target audience is more B2B than B2C, you may have to shift your marketing strategy around. Read our blog to learn how to make this work for your business!
Twitter can be a tricky one, depending on your audience. Like Instagram, Wednesdays and Fridays facilitate the highest engagement on Twitter, especially around 9 a.m. Many users use the app to get their daily news, so it’s not uncommon for engagement to stay strong throughout the weekend. However, it will taper off as it gets later in the day.
Similar to Instagram, Twitter pulls more of a younger crowd, with 44% of their users between the ages of 18 and 24 — hello, Gen Z! 26% of users are ages 30 to 49 though, so Twitter isn’t strictly for youngsters. Unlike the other platforms mentioned so far, 66% of Twitter’s audience is male, with women making up just 34%.
While you may be able to get away with only organic posting on other platforms, customer interaction is vital to success on Twitter. Read our blog to see how Twitter has changed the way customers interact with brands.
Pinterest isn’t a platform for every business, and that’s okay! If your company does use Pinterest, we recommend pinning some late-night posts on the weekends. Posts between 8 p.m. and 11 p.m. on Saturdays and Sundays receive the most interactions, while posts during the work week don’t perform as well.
It may not come as a shock that most Pinterest users are female — 85% of users to be exact — even though more male users are beginning to join the platform. It’s also important to note that one out of every two millennials use Pinterest, and mothers are active users on the platform. Pinterest users want to be inspired, as many are searching to plan “life moments”, so be thoughtful about the type of content you share on this platform.
When it comes to creating social content, LinkedIn is a bit different. While mainly used for professional networking and B2B marketing, LinkedIn is becoming more popular for influencer marketing and thought leadership. When posting on LinkedIn, try to time your content on Tuesday through Friday, between the hours of 8 a.m. and 2 p.m.
Since LinkedIn users are primarily business associates searching for professional networking opportunities, it’s no surprise that the demographic here is a little different than the other social media platforms. Most LinkedIn users are between the ages 25 to 29, with the 30 to 49 year old age group following closely behind. LinkedIn is also equally used by men and women, a refreshing difference from the previous platforms.
If you know your buyer persona is someone between the ages of 25 and 49 interested in professional networking or thought leadership, you should strongly consider sharing content on LinkedIn. Just remember to share it when they want to see it!
There’s no denying the important role video has begun to play in marketing. Now more than ever, users are searching for authentic brands they can trust, interact with, and believe in. Unlike other forms of content, video is one of the easiest ways to give your brand personality and show your authenticity.
If your target audience research indicates that your ideal customer is highly responsive to video or active on YouTube, it’s time to get rolling. Research indicates that 73% of all adults in the US use YouTube, with 81% being between the ages of 15 and 25. In addition, YouTube reaches more 18 to 34 year olds than any cable network in the US.
When posting on YouTube, aim for Thursdays and Fridays between the hours of 12 p.m. and 4 p.m. As most users watch videos in the evening, this gives your video plenty of time to be indexed. Unlike other platforms on this list, weekends have strong engagement on YouTube, so posting around 9 a.m. on Saturday or Sunday should work well for you, too.
Keep in mind, many users treat YouTube like a search engine, meaning SEO plays a big role in catching your target audience on this platform.
Unfortunately, there’s no “best time” to post on TikTok. However, there is a way to make sure your TikToks are being seen by your target audience.
First, determine where your audience is located. Then, focus on their specific time zone to figure out when they’re awake. Using that information, create a TikTok posting strategy that will catch your followers while they’re most active.
Unsurprisingly, TikTok is also highly popular among Gen Zers, with 41% of users falling between the ages of 16 and 24. Most users are male as well, making up 56% of TikTok’s demographic. If you are targeting a younger, international audience, joining TikTok may become a key element in your marketing strategy. Read all about the power of marketing on TikTok here.
Is there a best time to advertise on social media?
While there’s no best time to advertise on social media, there are some best practices to follow:
1. Know Your Audience
Your ad is only as good as the audience you’re targeting. Working alongside your inbound marketing team to apply your defined buyer personas to your paid social audiences will help you reach the people who are most interested in your product, and minimize the likelihood of spending your set advertising budget inefficiently.
2. A/B Test Creatives
For paid social, you should run at least three ad sets per campaign to understand what converts and what doesn’t. Start by testing variations of creative, then move on to ad copy testing. Understanding what resonates with your audience is essential to driving results in a cost effective manner.
3. Leverage The Power Of Retargeting
Retargeting should run alongside your general targeting campaigns. Exclude all people who took your defined action, create an audience based on page visitors with this exclusion appended to it, and create a custom creative with an actionable CTA in the copy. You’ll experience increased results for a fraction of the cost of general prospecting ads.
4. Each Campaign’s Goal Is Unique, Treat It As Such
From general traffic objectives, to lead generation forms on Facebook, to conversion-optimized campaigns, you need to define which objective is best for what you’re trying to accomplish. Ideally, if budget allows for it, you should create somewhat of a funnel with your campaigns. Using a combination of traffic objectives with conversion objectives will create a healthy flow of users constantly landing on your website & being added to your individual retargeting audiences.
5. Utilize Offline Event Sets
Offline event tracking can help you analyze your true ROAS (return on ad spend) for your paid social efforts. This is absolutely essential in understanding what works, what doesn’t, and planning your next steps appropriately.
Take a look at our Tell-All Guide to Becoming a Badass at Facebook Advertising for even more social media advertising best practices.
Determining the best days to post on social media depend on your audience.
Knowing what platform your audience uses and what times they are most active will make a huge difference in your social media engagement. It’s important to note that the days and times you market on these platforms isn’t strictly limited to that timeline. Find what works best for your business, and stick with it. Run some A/B tests to see what your audience prefers. If it fits in with the above research, great! But if your audience prefers something else, that’s great too.
Ultimately, the best way to determine what time you should post is by diving deep into your analytics. See what content is resonating most with your customers, and what times drive the most engagement. If you stay aware of what your consumers like, on the platform they like, at the time they prefer, you are guaranteed to hit a home-run with your social media marketing every. Single. Time.
If you haven’t already, download our Guide to Understanding Your Target Audience for more information on how to correctly target your desired audience!