There is no way to have a business in 2020 and not include social media marketing. You can have multiple profiles set up, products to offer, and even consistent customers. However, how do you know when to post to keep their engagement?
There are several ways to determine the best time to post and advertise on social media. While it is not a perfect science, studying and implementing these tools can significantly improve your profile engagement. We will do case studies on three of the most popular social media platforms for businesses by examining specific tactics, tips and time intervals.
Posting on Facebook
Facebook is the number one place for advertising. Just looking at the numbers, as of 2019, Facebook has 2.45 billion users a month and brought in $18.485 million in advertising revenue that year. These statistics, which were reported by Facebook’s Quarterly Report, clearly illustrate why you need to be on Facebook for your business. The numbers speak for themselves. Now that we know why you must advertise here, what tools are available to track your client engagement
According to Neil Patel, Facebook Insights is a tool created by Facebook to track user interaction to better understand your page performance. How does it work? While Facebook Insights details your reach, explains likes, and the respective countries of your users, the most important tool for this topic is virality.
Putting It All Together
Virality shows you “the date the post was made, the title of the post, its reach, and how many users engaged with that particular post.” Common sense says that if you can tell the date, then you figure out the time. Because the date is accompanied by total engagement, you can track which days and times for specific posts led to the highest interaction for your business! Now that you know this information, you can retarget your customers by providing content on a consistent basis that they already interact with the most.
Digital marketing is all about targeting and retargeting. It is critical to know what your target audience needs because then you can be more efficient with the products that you choose to offer them. Why make social media posts that none of your followers enjoy, when you can create daily posts on Facebook that your customers engage with, which in turn will lead to higher revenue for your company.
To dive even deeper, Sprout Social ran a study and published the best times to post on Facebook for any business. The best times to post to Facebook are Wednesday at 11 a.m. and 1 p.m. Wednesday also provides the most consistent engagement from 9 a.m. to 3 p.m., which is the reason it is seen as the best day to post on Facebook. Take advantage of this knowledge! Obviously, every business will vary based on their target audience, but the middle of the week is a mandatory posting time when operating on Facebook.
In 2014, Twitter launched Analytics. Their new software allowed users to start tracking engagement on their profiles. With Twitter Analytics, one can monitor engagement rates, impressions, followers, activity, and even purchase ads. While using analytics, you’ll be able to view a specific tweet and view the impressions, engagements, and engagement rate. Obviously the higher the engagement rate, the better.
According to Hub Spot, “a tweet’s engagement rate is equal to its total likes, replies, clicks, follows, and retweets divided by impressions.” So how do you apply this to your business? How can you decide when to post on Twitter? One of the huge features we mentioned was activity. While monitoring Tweet activity, you can filter it to a specific date range to see what days gave you the most activity!
Keep in mind that Twitter Analytics does not give engagements for specific times. Instead, it gives totals based on everything that was posted for that day. In other words, you need to tweet and post at a consistent rate. How do you do that? You’re a busy business owner and might not have time to post at the same time every day.
While that might be true, it is also false. Twitter is essentially telling you to optimize your social media. This can be done by using software like HootSuite to schedule all of your Twitter posts for you at a specific time, every day. Your profile can still be running during your busiest times. By optimizing your social media accounts, in addition to checking your daily activity, you can almost get it down to an exact science of knowing when to post on Twitter.
If you want more hard data, Sprout Social reads that the best times to post on Twitter are Wednesday at 9 a.m. and Friday at 9 a.m. Also, the best days to post are Tuesday and Wednesday. In regards to Twitter Analytics, the most consistent engagement is Monday through Friday between 8 a.m. and 4 p.m. A good business owner would deduct that most users are on Twitter in the morning, catching up on news, looking at trends, and receiving updates, so the morning is the best time to reach them.
Instagram Is The Way To Go
In the eyes of the youth, Instagram can do no wrong. If your target audience is for ages 18 to 30, you have no choice but to be active on Instagram. Instagram has 60 percent of its users between the ages of 18 to 29. Advertising is becoming a big business on Instagram. Although Facebook is still number one, Instagram’s “ad revenue is projected to be 30 percent of Facebook’s entire company’s ad revenue.”
If you didn’t already know, you need to make a business profile on Instagram to get data reports about your page. Once your page is a business profile, you have access to Instagram Insights, which allows you to see “when your audience is on Instagram, which of your posts are most popular, and your account’s impressions and reach.” We know what you’re saying, what’s the difference with Instagram’s version? Well, there are extremely similar. Instagram gives you the most standard functions with their Insights.
However, there is another tool called Iconosquare. This application gives you specifics on what times are the best to post. The app tracks when each of your posts were made throughout the week, and gives you an analysis based on engagement, impressions, and reach, of when the best time is to post to your Instagram followers.
To get more detailed, Sprout Social reported that the best times to post on Instagram are Wednesday at 11 a.m. and Friday between 10 and 11 a.m. Also, the best day to post on Instagram is Wednesday. For most businesses, they will get the most consistent engagement from Tuesday through Friday, between 10 a.m and 3 p.m.
As a business owner, it’s your responsibility to be as efficient as possible. While it may seem tedious, there is no substitute for taking the time to learn these tools for each of your profiles. Posting during peak times for your pages can attract new customers and bring in greater revenue.