Effective social media marketing is both art and science. One key factor in maximizing the reach of your content is timing. A new study from Klout and Lithium Technologies examines the best times to post social media content, specifically with the goal of maximizing the likelihood of audience response.
The probability of audience response is dependent on a number of factors including location or time zone, behavioral patterns, and volume of incoming messages, according to the report.
The problem of broadcasting messages at the right time in order to elicit responses from one’s audience is therefore a complex one with many dimensions.
To find a solution to the problem, researchers analyzed more than 144 million posts and one-billion reactions of Facebook and Twitter users with authorized Klout accounts. Researchers also tested personalized posting schedules to identify the best times to post on the Facebook and Twitter.
Key findings include:
Peak reaction time varies based on time zone and country. San Francisco and New York City exhibited similar patterns with reactions peaking at the beginning of the work day. In Paris, responses peak after lunch and Londoners like to respond at the very end of the work day. Tokyo experienced two peaks, both occurring outside of working hours.
Twitter engagement ebbs and flows more than Facebook. Engagement on Facebook is pretty steady throughout the day. However, both networks experience peak engagement times between 7:00 and 8:00 p.m.
Twitter engagement drops over the weekend. According to the report, Twitter loses nearly half of its activity and “amplitude” on weekends. Facebook seems relatively unaffected by weekends, and is even used consistently on Sunday evenings.
Most reactions occur within two hours of posting. This remained true for both networks, researchers observed some big differences in users behavior. The volume of Twitter reactions happens in a shorter window, with half occurring within the first half hour. On Facebook, half of the responses happen after two hours.
These findings reinforce the need to consider global audiences as well as network-specific user behavior. While Facebook seems the most stable even on weekends and holidays, Twitter remains better suited for live events and real-time responses.
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