As you manage your Facebook Page for some time you start noticing certain patterns and the first one you usually see is that social media posts published at a certain time perform better than others. Many researches argue that most Facebook shares happen at 1 p.m., most Facebook clicks at 3 p.m., while Twitter rocks for B2B brands on weekends and for B2C brands on weekends and on Wednesday.
In order to check validity of these claims TrackMaven published a research based on 1.7 million tweets (from 1,423 brand accounts), 1.2 million blog posts (from 4,618 brands), Instagram accounts of Fortune 500 companies and 1.5 million Facebook posts (from nearly 6,000 brand Pages). Here are their most interesting findings related to Facebook and Twitter:
Peak posting hours are centered between 9 a.m. and 5 p.m. EST, with a spike between noon and 1 p.m. EST. As the offices close, the Facebook posting sharing for brand decreases.
However, the way in which fans interact with posted Facebook content follows a different trend. Facebook interactions actually peak between 5 p.m. and 1 a.m., at an average 2.49 hourly interactions per post in comparison to 2.24 average post interaction during working hours. Also, it is worth mentioning that that the average number of interactions is highest between midnight and 1 a.m. EST.
This research also pointed out that many brands tend to overlook the importance of selecting best days to push certain content. Majority of brands publish between Monday and Friday but content published on weekends has significantly higher engagement. On Monday average interactions per post are 2.27, but on Sunday that number increases to 2.72 interactions per post.
Just because we post during working hours doesn’t make that necessarily the most convenient time for our audience to notice or engage with that content. So make sure not to ignore evenings when fans are not pressured by work obligations and have more time to actually visit social media networks.
The majority of tweets are posted during weekdays, between 9 a.m. and 6 p.m. with a spike during lunchtime. There is a significant drop in number of tweets after working hours and during weekends.
Posting and engagement patterns also differ so most retweets actually happen at night and during weekends (average retweet increases from 0.15 on weekdays to up to 0.17 on weekends).
It is clear that if you want to be a part of the daily rush you should stick with the usual workweek-lunchtime posting pattern, but if you want to increase interactions with your fans you should consider moving outside your usual schedule and trying to meet the audience at the time that is more convenient to them (at night and during weekends). But that does not have to mean that you should be working overtime. Content Creator Scheduling option allows you to pick time in the future to post designed content. Designed post will be uploaded to the server and from that place to your Facebook or Twitter accounts according to the scheduled time. For more information on Scheduling and Publishing options sign up to Content Creator and start communicating with your fans at optimal time while saving yours.