You’ve written the best blog post ever put together, you want to launch your new product, or you have a killer photo that everyone will want to share, and you are going to post it to all your social media channels now. Stop. The quality of content is crucial, but the hour or even the day of the week that you choose to post and share it, can be the difference between having an impact, or being ignored.
So when is the best time to post content? The answer, unfortunately is – it depends. It depends on the industry you operate in and who you are selling to, e.g. do you operate business to business, or business to consumer? It depends on the social media channel you are posting content to, e.g. LinkedIn targets professionals, so posts are more successful during working hours. Instagram on the other hand is used from mobile devices, so doesn’t have such peaks and troughs as some other channels.
It depends on the type of content and what your goals are, do you want replies, clicks or shares? Research has shown that timing can affect the outcome of posting your content.
What is going on in the wider world can be a factor, such as a big sporting event, or a popular drama show on television. This can be used to your advantage, but equally can mean your content gets ‘skipped’.
So how do you know when the best time to post your content is? It is sensible to use industry research as a guideline when you are starting out to give you a head start. As you build up a collection of content across your channels, be aware that timing can be important in determining the success of your posts, collect data and analyse this information to assist you in future posts. Be aware that it is a constantly evolving environment, so don’t be too fixed in your plans.