Ok stay with me on this one and I will explain what I mean.
For anyone using social media, you know the difficulty in ensuring people see what you are putting out there. With constant changes to newsfeed algorithms, ease of getting lost amongst other posts and the encouragement to pay for your posts to be noticed, social media managers and business owners alike are pulling their hair out. It’s true, so don’t feel alone.
The best time to post.
If you have done any research at all trying to figure out post and page engagement on social media pages like Facebook, Twitter and LinkedIn, you would have come across the “best times to post” from a number of social media experts, but is this helping you?
The research is right, different networks attract people at different times of the day. Facebook for example seems to go off later at night, whilst Twitter and LinkedIn thrive in business hours. Depending on the audience you are targeting and the network you are using can determine when you should be posting your content, but think about this…..
If everyone is doing the same thing, kind of, and posting at the “right times” it makes the newsfeed a very competitive and saturated place to be. Your poor little post will need to be awesome to get noticed, or be boosted or sponsored. Now don’t get me wrong, I am not saying do not post at these times, I am just saying we should remember to post at some irregular times too.
I have found in my own experiences that sometimes when I post at a time when is not “the right time” that I often get a better response. Hmmm…. could this be because the competition is asleep or newsfeeds are empty? Sure you might not get the biggest audience, but you have got a good chance of being seen by the people who do happen to be online.
Stay random. Create your scheduled posts and use the recommended time frames. Use your page insights to see when your audience is most engaging with your posts. Now try something different for a week. Offset your post by about two hours later into the day or night. Monitor it again, and see what changes. Think about your product and the buyers you attract, what would their daily routine be like? When would they be surfing the net?
Experiment the shit out of it!
The best advice I can give you is to try. If your social media posts or email marketing campaigns are not being noticed or engaged with, mix it up a bit. Change the times you schedule them for. The best feature about social media is the reports and analytics. (Email marketing packages from Xmedia Digital Solutions include campaign analytics too!) Check your page insights to see what your posts are doing. Reach will give you an idea of how many people are seeing the content, whilst post engagement will show how many are actually taking notice. Don’t be worried if your page engagement is low, as a lot of the time, people interact with your post in their newsfeed and never even visit your page. I find post engagement comes down to content – don’t sell, stay intriguing, and border on the line of click-bait.
Some people like to post a couple of times a week, myself, I am a big fan of a few posts a day, especially on Facebook. This way you are giving yourself a chance to grab the attention of a different audience, especially if they are a good 6-12 hours apart. Social media engagement stops as soon as your posts do (majority of the time). Sure it might look post heavy when you look at your page, but remember, most of the time people are seeing your content in their newsfeed not on your page. If you are posting a couple of times on the same day, keep the content different or try another approach, otherwise it could become intrusive in newsfeeds.
Paid advertising is different of course, as these posts will be automatically inserted into newsfeeds at ideal times (depending on your budget). What I am predominantly referring to is organic posts on social media, the ones that cost you nada, not a cent!
As with most online marketing, your social media campaigns should be consistent and always evolving. With real time analytics and insights, you would be crazy not to experiment. Don’t trust the experts alone, experiment with your social media posts yourself. Learn what works best and go hard.
In my business, I look after a number of social media accounts, and they definitely have different audiences that engage in different ways and times.
What do you find works best on your social media pages? I hope this article helps you, especially if your page has become stale and you are not sure where to go next with it. Try something new. See what your competition is doing. If all else fails, I can do it for you for a little while, there is nothing like a fresh pair of eyes on your campaign efforts!