In life, timing can be absolutely everything. It can be the difference between catching a flight and meeting the person of your dreams, or being stranded in an airport thinking what might have been.
As in life, so it goes with posting content on Social Media, and in particular with Facebook posts.
Think of the scenario: you’re running a competition to promote a new product line. You’ve spent ages getting the copy just right, the image that goes with it is perfect and should have your audience clicking up a storm. It’s probably one of the most engaging Facebook posts crafted by human hand. It’s Monday morning at 9am – you can just picture the CEO swinging by at lunchtime to congratulate you on a job well done, slapping you on the back and taking you out for a well deserved and overdue lobster dinner… 9:05 clicks by and nothing is happening… You only have one like, and that’s from Gary in accounts and he is only followed by his mum.
Something has gone wrong – you’re not in the right place at the right time, well at least your post isn’t.
I find it’s the most underestimated factor when people are trying to be ‘engaging’, they send out posts when they want to, not when their audience are using social media.
Consider a few factors:
- Who are your customers?
- When might they use Facebook or Twitter or your network of choice?
- If it’s during the day it could well be on their mobile phone (so they might not watch a video that uses up all their data!)
- If they work in an office, Facebook could well be blocked
- People are very busy – with communications coming at them all the time – the right message at the right time can make all the difference
- Look at the data
Give your content the best possible chance to resonate with your audience, send it out when they are listening.
At LivingSocial we use analytics to determine when our audience are most engaged. We find the following times work well:
Week nights after 7pm (except Friday) – when people are home from work and unwinding
Friday about 11am – when people are powering down for the weekend
Saturday (all day)
Sundays (3pm is the best time of the whole week)
Whilst these times work for us, they may not suit your business. We experiment and keep testing- it’s a process that’s under constant review – and as with all these things there are no hard and fast rules.
What times work well for you? Let me know in the comments or drop me a line on Twitter.