As brands and consumers settled into a new routine that was caused by the disruption from the pandemic, there’s been a shift in how we all interact and use social media today. And what seemed like the best time to post on social media last year has become more concentrated and focused in 2022.
With nearly 4 billion social media users across all platforms and the average person using several social platforms per month, there’s no doubt that social media presents opportunities for many businesses. In fact, 71% of consumers found themselves using social more than they have in years past, which means brands and marketers need to meet their audiences where they are. And when marketers meet consumers’ expectations on social media, the benefits extend to every area of the business.
We worked closely with our data science team to review findings and trends in social media usage over the past year from Sprout Social’s more than 30,000 customers and understand when their content was most and least frequently engaged with, broken out by platform and industry.
Use this data to help inform scheduling for your publishing calendar, or read on for ideas about how to integrate these findings into your own analysis of your specific account’s peak times for engagement.
Disclaimer: Data from Sprout Social include users from various plan types, industries and locations. All time frames are recorded in Central Time (CST). Number of engagements represents total engagements a brand received on the specific channel during that hour time frame. Industry-specific data includes mid- to high-level engagement times.
Each social platform has its own benefits depending on your goals, content type and audience. If you’re noticing your engagement isn’t where you want it to be, consider revisiting your social media goals and overall KPIs. Of course, knowing which days you get the most engagement helps you reach those goals as well.
While interpreting the data for each social network individually, we consistently noticed that the highest times of engagement were Tuesdays, Wednesdays and Thursdays at 9 or 10 a.m. Midweek mornings proved to be a successful time across most social platforms, including Facebook, Instagram, Twitter and LinkedIn.
Best times to post on social media overall: Tuesdays through Thursdays at 9 a.m. or 10 a.m.
Best days to post on social media: Tuesdays through Thursdays
Worst days to post on social media: Sundays
There’s more to posting on social media than this quick stat though. Each network saw varying ranges of engagement throughout the week and at remarkably different times. And once industries are factored in, engagement varies even more. So while Tuesdays through Thursdays at 9 or 10 a.m. are generally the best times to post on social, there are a few more factors to consider before you schedule any posts.
Read on for our findings by network.
Best Times to Post on Facebook
Best times to post on Facebook: Mondays through Fridays at 3 a.m., Tuesdays at 10 a.m. and noon
Best days to post on Facebook: Tuesdays through Fridays
Worst days to post on Facebook: Saturdays
Facebook continues to be the most used platform by marketers worldwide but we’ve seen an interesting shift in when there’s the most engagement in 2022. While mid-mornings used to dominate more strongly in years past, it now appears early morning hours have taken the lead.
Compared to last year, there are a few more “off” times for Facebook when reviewing the data. Weekday very early mornings and mid-mornings still show more consistent engagement and have become much more opportune times for brands to get eyes on their content.
Keep in mind that the top times shown are recorded in US Central Time, so the high engagement shown in the early mornings in addition to the traditional US workday reflects Facebook’s significant global audience. What does this mean, exactly? Facebook continues to show opportunities in conducting a multi-location or international social media strategy.
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