By Adeel Ahmad , Marketing Specialist at Smart IS International
We’ve previously discussed the value of understanding when your audience is active online. Knowing the times of the days and the week that your audience spends the most time on Social Media is essential to research. It is important to have proper stats before detailing out your Social Media plan. If you have already completed this bit of research and have been going strong with post timings in the past, you may have noticed that suddenly your engagement and reach has changed.
In the last few months, the world has gone through a drastic change due to Covid-19. Many of us are working from home and unfortunately, some are unemployed and at home. With more time on our hands, people’s behavior on Social Media has changed quite a bit.
Elizabeth Arens from Sprout Social put together statistics on the sudden change in consumer behavior. Before COVID, there was a clear pattern of optimal timings to post for each platform and demographic. Now, all that has changed, people are more engaged on social media platforms than ever. We’ve had to look at the data all over again and update the appropriate schedule for posting on social media. According to Arens these are some changes that have been noticed:
Optimal Time to Post on Facebook & Instagram:
Previously, the best times to post on Facebook were on Wednesday at 11 AM and 1 PM — 2 PM. Since the pandemic, it has shifted to Mondays, Wednesdays, and Fridays. 11 AM seems to be a particularly good time on all these days. There has been a huge drop on weekends and especially after 5 PM.
We see a similar pattern on Instagram, with a difference on Wednesdays. Instead, there is more activity on Tuesdays, making the optimal timings, Monday, Tuesday, and Friday at 11 AM (and 2 PM on Tuesdays as well).
Updates to Twitter’s & LinkedIn’s Best times to Post:
Twitter and LinkedIn have seen only a few changes in user behavior. The only change that has been noticed on Twitter is that the optimal timings changed from Wednesday and Friday from 9 AM to Friday 7 AM -9 AM., with 9 AM being the Peak time on Twitter.
The only change we have seen on LinkedIn is that now Wednesday 3 PM, Thursday 9 AM to 10 AM, and Friday 11 AM — 12 PM are the best timings. Another pattern that is worth knowing is that daily engagements on LinkedIn have shifted from 7 AM to 8 AM in the morning and 3 PM — 4 PM in the afternoon.
We offer these statists to show how much things have changed and that businesses must analyze such changes individually as well. Each company’s analytics will differ based on their target audience, location, and many other factors. The best thing to do is understand your own social media analytics. Find out what time best suits your audience and post accordingly.