Millions and millions of years ago when Facebook was just a wee little baby (okay, so maybe it was around 12 or something like that) and us marketing people were trying to convince businesses that this social media thing would be good for them I used to try desperately to figure out that sweet spot:
- Post on Facebook
- Send a Newsletter
- Ig, Link, Snap, and on and on
The experts had their lists, which I followed religiously and then new lists came out and I followed those religiously… Groundhog Day.
This created problems for me.
One of the biggest traps I felt myself fall into was this – I would miss the “time posting window” because one of 7,000 things happened usually involving a kid or dog or husband or other mouth breather who inhabited my space who would need something, again. Sometimes it would be a business hiccup, but I’d rather blame it on my family and friends.
So, I would have my social media content schedule all ready and then miss it, probably 60% of the time. And what would I do, I would wait for the next open window, just wait because of that “time posting window.”
Please understand I was being stupid, because I didn’t really understand what was and what wasn’t important yet. So, instead of just posting 1/2 hr or any other time outside of the “time posting window,” I would hold on to my content and wait
when I inevitably would miss the second window and my bitchy would boil up and I would be so worried that I was doing something wrong that everything else would be affected – my creativity, my production, food for the mouth-breathers in my house.
I bet you think I am going to tell you the times and the dates didn’t matter and I should have just posted when I could post.
Well, actually yes.
It does matter, but not as much as you think and not how you think. I can absolutely NOT tell you when is the best time for you to post on social media because there is no sweet spot or best time.
Sorry about that.
Social media is fluid and flexible and being intuitive is oh so important when it comes to social media, and while there are no “right ways,” of doing things like posting, there are some that work some times.
The mom with teens will not checking her phone at 2am like the mom with a newborn.
Are you trying to fill your restaurant on a Wednesday evening? Then post delicious food on IG around 5pm when people are starting to get hungry (this is one of those some times.)
If your content doesn’t resonate, if it is boring or looks basic, has bad grammar or appears lazy then it wouldn’t matter if every single person in your target demographic was online at the exact time you posted, because if it sucks it sucks.
Bottom line is YOU need to figure out what works for your brand, your demographic and for you. And if the window closes during that time, remember that window doesn’t really exist – it is something you (or some self proclaimed expert) decided it existed so if you miss it then you miss it.
Don’t stress about it. After you have put the baby down or dealt with a last minute inventory issues or listened to your Dad talk on the phone about his doctor’s appointments again and again, then post the shit out of your good stuff because ultimately it isn’t when you put it out, it’s what you put out.
Now, I will semi-hypocritically give you a list of sometimes good times that you can glance at but do not etch these in stone or cross stitch into a reminder that you frame and hang on the wall of your office. Glance, just a glance
People log in to Facebook on both mobile devices and desktop computers, both at work and at home. How it’s used depends heavily on the audience.
- On average, the best time to post across industries is 9:00 AM, when people are just starting work and going online for the first time.
- Facebook sees another increase in clickthrough rates between 11:00 AM – 12:00 PM, when folks are take their lunch break.
- The hours of 3:00 PM – 4:00 PM are also promising posting times for B2C, B2B, software, and higher-ed organizations.
- The best days to post on Facebook are Thursday to Sunday.
- On average, the best times to post on Instagram across industries are 1:00 PM and 5:00 PM, during lunch and the end of the typical work day, respectively.
- B2B organizations have the most times of high-clickthrough rates to choose from: 12:00 – 1:00 PM, 5:00 – 6:00 PM, and even as late as 8:00 – 9:00 PM when people are winding down for the day.
- The best day to post on Instagram is Friday.
Pinterest users skew heavily female, and 29% of users are active on this channel on a regular basis.
- The best times to post on Pinterest are 8:00 – 11:00 PM and, interestingly, 2:00 – 4:00 AM. This could indicate some interest in the platform in non-North American time zones, which means global content is all the more important here.
- Contrasting many of the other channels we’ve listed here, evening commutes tend to be some of the worst times to post to Pinterest. That could be due to the fact that it’s not as “browseable,” with many pins requiring navigation away from the channel.
Roughly 25% of U.S. adults use LinkedIn, largely for professional purposes, during weekdays and the work hours. It’s used with slightly less frequency than some of the other channels on this list.
- Aim to post on LinkedIn between 10:00 AM – 12:00 PM.
- B2C, media, and higher-ed organizations have the narrowest windows for when to post for maximum performance: 12:00 PM, 8:00 AM, and 10:00 AM are their best times, respectively.
- The best day to post on LinkedIn is Wednesday.
Like Facebook, people use Twitter on both mobile devices and desktop computers, both at work and at home. How it’s used also depends heavily on audience — but people often treat it like an RSS feed, and something to read during downtimes in their day, like commutes, work breaks, and so on.
- Good times to tweet average around 8:00 – 10:00 AM, as well as 6:00 – 9:00 PM — which makes sense, given that it correlates with both morning and evening commutes.
- B2C companies have the most hours to choose from where they would see heightened clickthrough rates on their content: 8:00 – 10:00 AM, 12:00 PM, and then 7:00 – 9:00 PM.
- If your goal is to maximize retweets and clickthroughs, aim for noon or 5–6 p.m.
- For B2C companies, the best days to tweet are weekends. For B2B companies, the best days to tweet are weekdays. Coincidence? Not really. If you think about it, people shop for business needs when they’re working (weekdays) and personal needs when they’re off work (weekends).