The best and worst times to post on social media

While finding the optimal time to share content on social media for maximum engagement isn’t an exact science (users are still human and still unpredictable to some degree), there are some general rules of thumb which are helpful to brands when it comes to creating and scheduling a social media plan. According to Sprout Social’s 2018 Industry Research, here are the best times to post to social media:

Facebook

With 93% of marketers active on Facebook, it is more challenging than ever to cut through the noise of your competitors and reach users. While organic engagement is decreasing incrementally due to changes in the News Feed algorithm, the best times to catch people’s attention on Facebook are Wednesdays between noon and 2pm, and Thursdays between 1pm and 2pm. Broadly speaking, the best time to post is on a weekday, between 10am and 3pm — in other words, when the consumer is on their lunch break!

Instagram

Unlike on Facebook, which sees engagement spike around the middle of the day, Instagram users tend to be active first thing in the morning. Engagement is high at 5am on weekdays, while the safest time to post is 9am to 6pm on Tuesdays through Friday. Sunday, perhaps unsurprisingly, is the lowest engagement day once you look past those brunch pics.

Twitter

Twitter remains the best platform for real-time conversations and offers brands the chance to directly interact with their consumers, be that answering a question or responding in the moment to improve a customer experience. (It’s worth noting that 35% of users state that they will boycott a brand if their message goes unanswered on social media!) Friday is the best day to post on Twitter, ideally between 9 and 10am. The safest time is any day between 10 and noon.

Something else that’s important to remember about Twitter is that it can often be beneficial to post content at times when the online community is united in one shared conversation and all eyes are on a single hashtag, such as this year’s Royal Wedding. Brands which are able to contribute something meaningful or entertaining to this wider online experience will earn engagement. A great example of reactive content which ties into these of-the-moment events is Oreo, who rapidly put together a “dunking in the dark” visual during the powercut in the Super Bowl.

Conversely however, brands which attempt to piggyback on trending topics without anything to offer to the conversation risk alienating their audience — it can be seen as a tonedeaf or even desperate attempt at attention-seeking.

Whether your business needs include paid social media, highly responsive conversations, or just simply great content, we can help. Call us on 0121 227 8227 and let’s have a conversation!

Clive Reeves PR