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Finding the Optimal Social Media Post Time

David Bosley

While social media marketing is easily accessible at first glance, its barriers to entry are surprisingly high. If you’re not cut out for a steep learning curve, it’s all too easy to tumble out of control before you’ve fully developed your online brand.

Content matters. It drives buyer immersion, brand recognition and—most importantly—a sense of connection. Between Facebook’s innovations geared towards News Feed dominance and Instagram’s intuitive synchronization with Facebook and other platforms alike, it’s easy to see what consumers log in for. But we’re not here to talk about the ‘why’ questions about social media marketing. We’re here for another question: when?

It Comes Down to the Consumer

As a digital marketer, time is your friend—and it’s an even better friend to the consumer. 90 percent of young adults engage brands via social media, and the comradery is only expected to grow stronger. Audience personas are much more than by-the-book mumbo-jumbo. They offer a tangible, multifaceted view of your brand’s soon-to-be audience.

Unless you’ve summoned the grand intuition to know exactly who your ideal buyer is, however, it can be difficult to pin down just who, exactly, they are. Leading research suggests that social media’s biggest audience has clear preferences for content:

  • 32 percent of young adults consider Instagram to be the most important platform.
  • 24 percent consider Twitter to be the most important.
  • 14 percent favor Facebook over both.

The Clock is Ticking

While Instagram is conducive to quick-access likes, swipes and scanned content, Facebook is still the leading social media platform for written content. Don’t let the above percentages deceive you: All platforms are created differently, but each is important.

More important than each platform’s uniqueness, however, is when they’re accessed. If you want your content to be seen, heard, absorbed and shared with others, you’ll need to know when it’ll be consumed the most.

The Best Time for Facebook Posting

While Facebook might be beaten, slightly, by Twitter and Instagram in terms of perceived importance, it’s also the most used social network. 71 percent of Facebook users pay the site a visit every day, logging in from smartphones, desktop computers, and tablets alike.

The best time to post on Facebook tends to be when consumers are at home, at work or in school. Specifically, you should post around noon to 3 p.m. on Mondays, Wednesdays, Thursdays, and Fridays. While you’re at it, take advantage of social, search and video advertisements. Check out our take on why these elements are vital to any social media marketing, and advertising, campaign.

The Best Time to Send a Tweet

Across an already bustling digital landscape, few words of influence chirp from the high—but highly visible—branches where Twitter hangs out. Treat the Tweet like a snack: Your users check it out on the go, and they’ll even prefer it to other platforms on a busy schedule.

Thus, the best time to send out a Tweet tends to be around 3 p.m., Monday through Friday. If you’re part of the B2B world, you can promote your brand between noon and 3 p.m. on the same days. If you want to stay up to date on Twitter’s small tidal shifts, take a closer look at Inc.com’s fine-lens view of Twitter marketing—which suggests putting in the most effort around 1 p.m.

To give your consumers a taste of something memorable, use Twitter as your instant access marketing tool.

The Best Time to Post Instagram Pictures

As the third and final component of your holy marketing trinity, Instagram is a refreshing departure from reverse-chronological feeds. Still, timing is everything. The best time to market with Instagram photos, many experts believe, is between 11 a.m. and 1 p.m. during the weekdays.

Instagram is also a good social media outlet for weekend night posts. Of its one billion users as of June 2018, Instagram is powered by a general love of good times, adventure, friends and family. Hop on the app, post awesome pictures and get connected.