For content creators, audience engagement not only plays a major role in what they publish but also how often they contribute to it during the week. When you start to promote and market your content across social media platforms, it’s important to know that millions of posts are scrolled through on a daily basis, sometimes without receiving a single click. Staggering posts to consistently feed your readers might be one strategy to improve your Alexa rank, but crafting your schedule so that you not only receive more clicks but also build an audience that will look forward to what’s next on your creative track could potentially be one of the most important decisions you’ll make.
As you begin to plan out what to post for each specific day or week, there’s quite a lot to think about and digest before queuing the final products. Considering that the Central and Eastern time zones hold 80 percent of the U.S. population, basing your posts on that statistic alone is at least one major factor in securing more readers. More importantly, if you’re looking for new readers, creating content in various genres could also be helpful. According to Quicksprout, the second half of the week is the most active on social media, which ideally is due to consumers having more freedom as the weekend draws closer. Through their research as well as data collected by Buffer, Hubspot, and Co Schedule, the best time to post is around lunch hour and the evening commute. Since a majority of those who use social media are on their mobile phones during these times, adjusting the specific moments that your posts are published will likely reach a greater audience.
In Buffer’s research, which analyzed over 4.8 million tweets across 10,000 profiles, they discovered that the highest percentage of tweets occur around 1pm and 6pm and that more than 180% of mobile users are more likely to be scrolling through their twitter feeds as they commute back home compared to the rest of the day. This statistic is extremely marketable for content creators because it gives them an idea of when to post their most desirable content. Buffer is a great tool to use when crafting your posting schedule because it gives you the ability to experiment and find the best times to share your content. Buffer’s strategy of building your queue around a schedule will keep your audience engaged throughout the day. One of its many perks is also a visualization of analytics for each of the times that you’ve posted on both Twitter and Facebook.
A good suggestion would be to have your Buffer queue prepared with content that’s both related to your industry and that could attract more followers outside of the target audience. This gives you a better understanding of what your audience finds the most interest in based on the amount of clicks, likes, and shares that each post receives. Another great feature of Buffer is that it will allow you to share any web page of content that you’ve accessed. If you discover an article that you think your audience will really enjoy, sharing it across multiple social media platforms has never been more convenient. Similar to Buffer, Start A Fire also gives you the ability to share links and content recommendations instantly with your audience that can benefit both the creator and the publisher. The cool part about Start A Fire is that it integrates with Buffer so you never have to worry about losing track of the links you want to share.
Looking at your favorite marketers as well as your contemporaries to see how they orchestrate their posts can also increase your audience engagement. It will offer you a better understanding of the trends in your industry. On the other hand, social media can also be difficult particularly in cases where your posts tend to become lost in an explosion of others. While it’s important to stay consistent with your posting schedule, it’s also good to gamble with different types of content as readers could potentially be immersed in something that they might have scrolled past. It can definitely be a risk knowing that setting up your most lucrative tweets against the norm of 1pm and 6pm could alter your analytics significantly. However, it could also be an alternative to reaching those who are looking for an interesting read before they go to sleep or even want to become inspired as they’re working on their own content in the office.
In the long-term, figuring out when to post content is definitely a learning experience as you compare your posts for peak times and quiet hours. However, you might also be surprised if you start gaining followers from various parts of the world and those who might not tune in right away. Buffer’s data also concluded that tweets sent around 2am to 3am Eastern U.S. time ironically earned the most clicks and engagement on average. This is because Internet users tend to be on social media late at night more often than when they’re at work. Now that’s not to say that going completely against the peak times of 1pm and 6pm will be a major benefit, but it might give you a clearer perspective on who your target audience is.