Social media marketing is all about posting engaging content at the right time.
The digitization of consumption modes and patterns has led to an enormous surge in online content. All industries today post and promote their content online, be it consumer goods or news and media. Social media platforms are the medium of choice for all industries to reach a wider audience.
Given that all these sites function on an often elusive algorithm, the main challenge for online content creators is reaching the maximum number of consumers and generating the highest possible web traffic for each post.
Posting content during ‘peak times’ is one of the many strategies marketers utilize to ensure traffic. However, there are varying accounts of the best time to post online content. A recent study by Echobox concluded that the best time to publish content on social media depends on customers’ habits.
Echobox is a social media publishing assistant that helps publishers optimize the reach of their content. The aforementioned study analyzed the amount of traffic articles from top publishers in France, UK, and South America generated within the first three hours of being published on Facebook.
Contrary to the conclusive findings of other such studies, the study highlights that peak time slots varied from country to country. While graphs of all three countries followed a similar outline, the density of traffic varied considerably. For instance, the South American publisher experienced a steep hike in traffic around 2 p.m. In comparison, the peak hours for the French and English publishers were more spaced out, occurring between 11 a.m. and 7 p.m., with more evenly distributed traffic.
Social Media Marketing: No one-size-for-all formula
There are over 3.4 billion social media users worldwide. After the demise of Google+, Facebook, Twitter and LinkedIn are the key platforms that are driving the growth of social media industry. However, with 2.44 billion monthly active users Facebook is undisputedly dominating the industry. And, the location
To better understand whether a consumer’s location could give a concrete estimate of the best time to post, the study compared three French publishers. This included one sports publisher and two news publishers.
Following this comparison, it was discovered that peak timings vary for each publisher, even if they’re in the same region. Thus suggesting that different companies’ audiences have different consumption habits.
This finding made a strong case for a non-existent ‘universal best time to post’.
When is the best time to post?
The best time to post is different for different companies. Multiple factors contribute to it such as target audience habits, region, agenda of the post, type and format of content, social networking platform used, etc.
Other similar studies have found that posting in the second half of a week is the most effective. The peak traffic hours vary for each social networking site but are most likely to lie somewhere between 11 a.m. – 1 p.m. and 4 p.m. – 8 p.m.
However, this particular study holds that rigorous analysis is the first step in improving one’s brand’s online presence. It is crucial that all companies with an online marketing strategy carefully monitor consumer interaction trends. Social networking sites today come with various features that allow promoters to fine-tune their audience and analyze their activity.
Another key area to observe is the kind of content producing better results or the specific timings when particular topics fare better. Such data should be collected over a period of at least 1 year.
Thus, the study states that building a predictive model for strategically scheduling posts based on comprehensive data should be the weapon of choice for companies. However, such a process is time-consuming and requires expertise. To fix this, several third-party analytics firms offer the service.
The internet is brimming with content competing to get to its desired audience, and in such a competitive playing field it is important to keep in step with profitable trends. Some additional tips or successful social media marketing can be found here.