When is the best time to post on social media?

So many articles, and so many different studies. Yet, so little time. “How do I know when it is the best time to post on social media?” When you decide to update your site with new information or upcoming events, you want to ensure that a lot of people are going to notice it. However, with ever-changing algorithms, the endless amounts of scrolling users are willing to do, and the ease of accessibility to social media throughout the day thanks to technology, it poses the question: does timing really matter?

Some articles dictating when the best time to post on social media is often fail to consider networks, goals, and industry-specific needs. So when is timing truly important, and when is it okay to make more of an educated guess?

Facebook

Facebook introduced an update to its EdgeRank algorithm that relies more on individual user’s affinities and less on the timing of content published. This means that as a marketer, your posts are more likely to be seen by those who have interacted with your brand on a consistent basis rather than by those who are online at the perfect moment. Someone may see your post from 3 days ago in their feed this morning if they’ve recently shown interest in your brand.

When it comes down to timing on Facebook, there’s no one-size-fits-all approach. Engagement driven content will see higher success based on research of your audience’s online activity.

Twitter

Twitter breaks away from the Facebook mold by presenting content and tweets in a chronological order on a fast-paced newsfeed. Depending on each user’s follower feed, things can be shuffled along at a steady and speedy rate, and things can get missed easily.

Does this mean that timing is important when it comes to posting tweets? Sort of. However, it’s more advantageous to have a higher volume of tweets in the feed than it is to have the perfect timing.

Instagram

Instagram has recently announced that they are planning to allow users to personalize their news feeds. Before, users could scroll through and see posts in chronological order. However, they are now proposing to post the photos and videos they feel users would prefer to see at the top of their feed.

Instagram will base this algorithm based on the history of interaction with friends and other followers.

Some common tips concerning the best time to post on social media include, but are not limited to:

  • post in the morning when people are first waking up and checking their feed
  • post during lunch hours when people are catching up on their feed on break
  • monitor your audience’s behavior and post when they are most active

Now we know that there is still value in the timing of a post. Social media should be used to interact, engage, and respond to client’s needs rather than shoving information in front of them with every opportunity.