You created an eye-catching post full of great value and after all that hard work, you’re ready to share it with the world. But then, nothing happens. The engagement rate is far from the ideal one and you’re thinking if it all wasn’t just a waste of time and money.
Well, you may actually have the right content, but sadly, that’s only half of the work that needs to be done. Equally important is to know when posting on Facebook (or any other social network) makes sense. You want to reach your target audience, not to have your posts lost or ignored in the social media noise.
In this blog post, we will provide our insights into when and how to post on Facebook, Instagram, LinkedIn and Twitter, so that you can get the most out of your great content.
Factors influencing the best time for posting on social media:
If you’re asking yourself how to post on Facebook or Instagram in the most efficient way, the answer is not that simple. The Internet is full of discussions on when the optimal time for posting on social media is. And still, they can’t reach the common consensus. That’s because this issue is much more complex than it first may seem. Actually, there are numerous factors influencing the right time for sharing that you need to get familiar with:
- Platform: each social media platform has its own culture, way of use and attracts a different audience. The key is to know who your target audience is, what are their demographics and online behaviour. For example, the best days to post on Facebook will highly vary from those on LinkedIn or Instagram, due to specific browsing habits of each segment.
- Industry: similarly, the type of industry you are operating in is an important factor to consider. While focusing on B2C concept, posting during the weekends and off work hours would get the highest engagement. On the contrary, if you’re asking how to post an article on LinkedIn to reach as many business people and companies as possible, the weekdays and working hours would work best for you.
- Time zone: naturally, the best time for posting is when your audience is online. However, that can be tricky if your business operates within various time zones. That’s why it is crucial to conduct an analysis of all your social media networks and find out where your audience is located. Accordingly, you can better plan your SM strategy and send the same or different messages to cover all your different time zones. To make your life easier, you can use social media management tools, such as Kontentino, where you can plan and schedule your content ahead. You can set a different time zone for different pages that you’re managing. It’s also very easy to communicate with team members/managers/clients from other countries, as all the communication happens directly next to the posts you’re creating. So there’s no confusion and all your activities result in high-quality content.
When and how often to post on Facebook?
This platform is still the most widely used (1.59 billion daily active users on average for June 2019) and the most popular among marketers. That means it is crucial to know how to cut through the noise and get some attention for yourself when posting on Facebook.
The average lifespan of a Facebook post is 5-6 hours. Due to Facebook’s algorithm, it prioritizes those posts that have higher engagement and are evaluated as the most relevant for the user. Videos (especially live streams) have the highest engagement and organic reach, therefore, also the longest lifespan.
So how often to post on Facebook? If you’re not a medium outlet, brands are usually posting once per day for the best engagement. According to HubSpot, how often to post on Facebook also depends on how many followers your page has. You should share the maximum of one post per day if you have less than 10, 000 followers. If you exceed this amount, each post would get 60% fewer clicks. When you have more than 10, 000 followers, you will be most successful when posting 1-2 times per day. Therefore, posting on Facebook is all about quality, not quantity.
Now, when you know how much content you need to create, the remaining question is: How to post on Facebook to reach the right audience?
Because people access Facebook on both desktops and mobile phones, they are being active during their free time as well as working hours. Some say that the best time for posting is at 9 am for all industries, just when people browse the internet for the first time at the beginning of their working day. Another popular time is around 11 am -12 pm during lunchtime or at 1-4 pm when the downtime at work is frequently happening and people just try to relax a bit by browsing their Facebook feed. Most often, blogs agree that Thursday – Sunday are the best days for posting on Facebook. However, others claim that you should avoid weekends, as they have the least engagement.
You can follow these general suggestions, but what if your audience is not working the usual 9-5 or works from home? You see? We doubt that anything such as the ‘best time to post’ exists. What about instead of spending your precious time on reading opinions of others, you dive into your own data and find what works best for your own business?
By analyzing your data you can easily learn who your audience is and how to post on Facebook in order to gain the highest reach and engagement possible. The easiest way is to use Facebook Insights, where you can see the popularity of your posts, users’ demographics, their interactions and yes, also the best time and day of the week for posting on Facebook.
Just play around and find out what a big variety of data this tool can offer you. The most interesting options, in this case, are ‘People’ where you can discover the audience’s demographics, such as age, location or age.
If you click on ‘Posts’ you can see a tab ‘When is your audience online’. Here, besides identifying when your audience is online, you can also see the performance of all of your posts.
Unfortunately, the data are shown only in a weekly period. But you can regularly monitor them to find the optimal hour for posting on Facebook. Also, bear in mind that the time presented is from the Pacific time zone. To get the best results, experiment with posting different types of content at different times and track their success.
Again, the best is using social media management tools like Kontentino, where you can collaborate with your team and clients. When all is approved and scheduled, you don’t have to think about it anymore. By doing this you can build up a successful social media strategy, save time and avoid misunderstandings and errors.
When and how often to post on Instagram?
Instagram with its 1 billion active users is one of the fastest-growing social media platforms and the second most popular, right after Facebook. Because of its highly visual content and features, such as stories or IGTV your brand can easily gain a high level of engagement.
Let’s have a look at how to post on Instagram and take advantage of all its perks. The post lifespan is usually 48 hours, although it could have an engagement for days if you have the right content and hashtags. As we know, stories last only 24 hours but don’t forget you can always save them into highlights on your profile. However, same as Facebook’s algorithm, it prefers posts shared by family or friends, which means yours have much less likelihood that will appear in the feed of your specific audience. Having a good strategy is inevitable in order to play the game well!
If you ask yourself how often to post on Instagram, the advised number is 1.5 to 3 per day. Yet, posting often needs to go hand in hand with posting consistently the same amount. For stories, the recommended amount is 3 in a day. Enough to say something without spamming the audience. The last thing you want is to get muted.
So how to post on Instagram to reach the right audience?
Because Instagram is primarily a mobile app, people tend to browse on their phones more during off working hours and breaks. Similarly to Facebook, the lunchtime (11 – 1 pm) is popular for a quick feed checking. The best time to share a good afternoon post on Instagram would be around 5 pm, at the end of the working day. Some sources even pinpointed as late afternoon peaks as 7-9 pm. Wednesday is often identified as the best day for posting on Instagram. You will also find Fridays and Saturdays mentioned, especially for B2C companies. Monday is the worst day as the beginning of the working week tends to be a bit hectic, full of meetings and tasks to do.
Again, finding the sweet spot in regards to how often to post on Instagram will most likely differ, company from company. You should dive deep into your data in Instagram Insights, to find out how to post on Instagram in order to connect with your target audience and maximize the value of your content. You can easily access the information from your Instagram app and see the graphs showing followers activity and demographics.
Moreover, you can recognize which posts are the most successful, so next time you’ll know which type of content resonates with your audience the most. Don’t forget that consistent tracking and re-analyzing is crucial since your followers and social media trends can change faster than you think.
Successful brand communication isn’t only about knowing how to post on Instagram. In your eagerness to succeed and try new things, don’t forget that some of them had been already tested. Avoid the most common Instagram mistakes that others made before.
When and how often to post on LinkedIn?
Contrary to Instagram where people are sharing their memorable moments, LinkedIn is a very business-focused network usually used by B2B businesses. Actually, 94% of B2B marketers use LinkedIn as a content distribution channel. So if you operate in this type of industry it is key to know how to post on LinkedIn to gain the potential client or employee for yourself.
So first of all how often to post on LinkedIn? People don’t log into this network that often, so by posting 20 times per month you should be able to reach 60% of your audience. Therefore, posting each day during the working week should be more than enough.
To increase your chance of getting noticed, apart from your standard posts, it’s definitely worth knowing how to post an article on LinkedIn. Articles on LinkedIn become a part of your professional profile. With LinkedIn articles, you have more freedom to write about what you like, think or experience. You can express your own opinions from your expertise and therefore, promote yourself and your brand! Now, if you’re asking yourself how to post an article on LinkedIn to get the highest attention possible, continue reading!
How to post on LinkedIn to reach the right audience?
This time, because of its primary reasons for use, the audience is online and ready to actively consume your content during the working days and hours. Most people agree that the best time to post on LinkedIn is 10 am – 12 pm. The best days identified are Tuesday to Thursday, with Tuesday 10 am – 11 am being the sweet spot of the week. Naturally, weekends don’t register much engagement, but it is advised to post some ‘lighter’ or motivational content on Friday When people are looking for relax and pay less attention to work than other days.
Knowing this information is a great starting point but again, making strategies based on your own data is much safer and logical. Even LinkedIn alone points out the importance of finding your own sweet spot. Each business page has access to LinkedIn Analytics where you can find information about your visitors, followers or updates on your particular posts’ engagement. All of this information will help you to determine when and how to post on LinkedIn to be successful.
You can find out where your audience is located, in what type of industry operates or which type of function holds.
Also, you can choose from various metrics such as impressions, engagement rate and etc. and discover which days of the week or even months of the year perform the best.
Unfortunately, LinkedIn Analytics won’t provide you with information about what time of the day your target audience is online. So finding out how to post on LinkedIn efficiently will require more of your effort this time. We recommend to focus on testing different times and types of content, based on the demographic data. Also, don’t be afraid to experiment with posting in unusual hours. Maybe, the results will surprise you!
Did you know that Konentino was one of the first social media management tools that offered its users to share posts in all formats, even carousels, that are highly engaging for LinkedIn audience? Also, it allows you to directly tag LinkedIn pages or specify the type of audience which will be able to see the particular posts.
When and how often to post on Twitter?
Twitter is the place where people come to see what’s happening. It’s one of the most popular networks for staying updated in a quick and convenient way. In fact, there are over 500 million tweets sent every day from all over the world. That means the traffic on Twitter is just insane 24/7 and you need to know to manage it well so it’ll bring value to your business.
Short lifespan of a tweet
The lifespan of a tweet is only 15-20 minutes. It’s a very tiny time range to grasp the attention of your audience. However, in this case, you can tweet the same content various times per day or week and reach different types of segments. With Kontentino you can easily schedule posts for different times and platforms ahead of time. If you are opting for greater engagement, you should include media such as photos, videos, GIFs to the tweet. Actually, it’s been proved that tweets with a GIF gain 55% more engagement than those without.
Therefore, how often should you tweet so you reach your audience but don’t come out as a spammy brand? The advised number is 3-5 times per day. Posting this amount should secure you even engagement for each post. By tweeting more often your engagement won’t increase until you pass the 20+ daily tweets.
Is there anything as the best time for posting on Twitter?
Because it’s easily accessible from both desktop and mobile, people log in during working hours as well as after work, in their free time. Still, users tend to browse news during their breaks, downtimes and also at the beginning and end of their day. Most articles suggest posting at 8 am – 9 am, 12 pm – 1 pm during lunchtime and 7- 9 pm in the afternoon. But if your main aim is to boost retweets and CRR, the best time would be 5 pm – 6 pm. The best days for B2B companies are logically during the week, while B2C businesses see higher engagement during the weekends and Wednesday.
You can check if these data are accurate with yours or if there are other peak times popular for your brand followers. In the Twitter Analytics, you can again find your niche audience, their interests, location and gender.
If you play around, you can find the performance of posts under the tab ‘Tweets’. Here, you can also see which days have the highest impression during the last weeks or months.
Sadly, the same as LinkedIn, this tool doesn’t reveal information about the best hour of a day for tweeting. But with this social media platform, you have endless options to experiment and uncover ideal times for your business.
To sum up…
Finding the right time to post on social media is not an easy journey. Definitely more complicated than just reading a few studies and articles on the topic. Even though the general recommendations can give you some overall idea, having the right know-how about the optimal time to post for your own business is critical if you want to get the most out of your social media presence.
So how to find your own ‘best time’? Try to follow our easy 5 step strategy:
1. Analyze your own data with the help of social media insights to find out who is your audience and what is their online behaviour. Also, check out which content gets the highest engagement to know on which to focus most of your energy.
2. Experiment with different types of posts and times. Try also non-usual hours and days to avoid posting at the same time as all your competition and to reach a wider range of audience.
3. To do that, use social media planning and collaboration tools, such as user-friendly Kontentino. By scheduling your posts ahead, you can save a lot of time for content creation. Also, you can easily duplicate the successful posts for other days and platforms. Internal approvals and live previews will help you to mitigate misunderstandings and errors, so you can post on all of your platforms with full confidence.
4. Track the success of your posts and keep analyzing to determine the most optimal time for your own company!
Kontentino is a powerful tool with which you can easily plan and approve your social media posts.
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