Best Days and Times to Post on Social Media
We are often asked by our clients, what are the optimal times and days to post on Facebook, LinkedIn, Instagram, and other social media platforms. It might seem like a daunting task to figure out when is the best time to post, but it’s actually fairly simple now that most social media sites have a section that specifically relates to the analytics of your posts. You just have to find them.
At Paradox, we mainly use Facebook, Instagram, and LinkedIn so those are the ones we’ll discuss today. They’re great examples because Instagram gives you a lot of feedback that is really specific, Facebook is somewhat specific if you can find it, and LinkedIn gives you almost nothing so you have to do most of the research on your own.
Before getting to the topic of best time and day for social media posting, there’s an important point to consider. It doesn’t matter how many followers you have, or how cool your posts are if you aren’t helping yourself or your client achieve their goals. If their goals are to gain more followers and have cool posts, then that’s great!
Our real estate agent clients’ main goal is to sell houses. So whenever we’re posting, that is the #1 thing on our mind. Posting times matter and can help, however, they aren’t the end all be all for our clients and sometimes we have to go outside of those days and times to cover what they need. With that said, here is how we find the best posting times for our clients on Instagram, Facebook, and LinkedIn.
Instagram is fairly simple to navigate since it has an “insights” button, which shows you everything you need to know about posting times.
Use these free and excellent tools provided by Instagram. They can help you track the number of followers you’ve gained, the amount of reach you have each week, and, precisely which days and hours of the day your audience is online. Posting on the right day at the right time on Instagram can affect the amount of reach, the likes, and profile visits you get. You can find this information under “insights” and then click on “audience” and scroll all the way down.
An example of how we use Instagram Insights is with one of our clients, MB, who didn’t have a big following and her posts weren’t getting enough traction. We followed some people for her and her follower count went up by 30 in less than a month. We were able to track our efforts through the Instagram app to see if the quality of people we followed for her gave her the additional audience she needed to increase her reach.
Instagram Insights also shows if a post causes someone to make a profile visit, which means someone clicks on your profile from a picture on one of your Instagram posts. Instagram Insights can also track if someone emailed or called you from your profile.
Each person’s Instagram, whether your own or your client’s, has a unique “best day and time to post.” The best day and time to post on Instagram mainly depends on when your followers are on Instagram and how many of them are on at a certain time or day. Some days are better to post than others and it’s critical that you post on good days. As a general rule, we’ve found that for most of our clients, morning times are better than afternoons.
Facebook is a little more complicated than Instagram since there are more layers to constructing your best posts and your best days to post. To find out the best days to post, log into the Facebook account then go to the business page. At the top will be a button that says Insights. Click on that and it'll take you to a page that shows you the data for your week, such as engagement or new followers.
There are three main analytics we look at for Facebook. Why only 3? Our real estate agent clients have different social media goals than say a flower shop, a gym, or a restaurant. Their goals may include having a lot of followers so their incoming foot traffic is higher, for example. However, with our real estate agent clients specifically, our job is purely to help them sell houses. It doesn't necessarily matter how many followers they have or how many people visit their profile. What we’re most concerned with is the reach/engagement/clicks, type(s) of post that does best, and what day and time is best to post.
Bottom line, pinpoint your or your client’s social media goals, then focus on and track the analytics that Facebook provides to measure the work you do toward achieving those goals.
To find the best days to post, go to the Insights tab on the business profile, then click on Posts on the left hand side. It’ll open a section that lists the days of the week and shows you how many of your followers are on FB on any given day. The number of followers on the different days of the week may only differ by one or two or ten, but no matter how small or large the difference, we focus on posting on the days that they have the most followers online.
If you click on “Post Types” at the top of the page, it’ll show you what your average reach and engagement is for each type of post: video, photo, and link. This can help you identify why some posts might do better than others. It can also help you pick the kind of posts you’re more likely to use in the future.
When you take the effort to look at your or your client’s analytics, you’ll discover best time and days to post, the type of posts that resonate with followers, and lots of other useful information.
We have a client MM whose video posts do exponentially better than her photo or link posts. We post on FB for her twice a week per her request, so we try to make at least one of those a video post, based on what we’ve discovered by looking at her analytics.
The type of post that does best is really important and goes hand in hand with best days to post. As mentioned, MM’s videos do way better than any other posts. Strong posting days for her are Tuesdays and Fridays.
So, based on the type of post that does best for MM, the optimal posting days for MM, and MMs goals of getting the highest reach, we post a video on one of those days to attain optimal reach. For our real estate agent clients, we often post videos for new listings or open houses because those get the most reach, engagements, and clicks.
In addition to video posts, we use Canva extensively, especially for open houses, just closed and under contract postings.
Below each FB post are three numbers when you're viewing the post as an admin:
1. People Reached, 2. Engagements (likes, comments, shares), 3. Clicks.
Reach is how many people who may possibly see your post. Facebook’s definition: Reach is the number of people who had any content from your Page or about your Page enter their screen. Confusing, right? Basically, reach tells you the number of people who have the potential to see the post. The higher this number, the better, but it isn't the whale you're trying to catch.
Engagement is likes, loves, dislikes, shares.. anything like that. This is important because it means people are looking at your post and have an opinion on it, ranging from dislike to love, so much so that they choose to voice that opinion.
Sharing is the highest form of engagement because it means a person wants other people to see your content, which can help you reach people who aren't even following you. Sharing is the big fish, but still not quite the whale.
Clicks are the number of times someone clicks on any part of your post. There are a couple categories for clicks, such as links, videos plays, “see more” etc. There is also a category of "Other Clicks". Other clicks can be a click on the picture to see it enlarged, for example. Clicks are what you want … no matter what kind of clicks they are. This is the whale. If you get people to click on your website link or profile link, it means people are interested in you and your business. That’s the goal.
LinkedIn doesn’t have an insights page, however, you can click on the amount of reach your article, picture, or video got and it’ll tell you the types of people that viewed it, such as CEO’s or salespeople, etc.
To find the best posting days on LinkedIn, there’s not a lot of information you can obtain from the platform itself, so we researched best days to post on LinkedIn. We’ve found the best times for posting on the site are between 8am and 9am, lunch time (noon), and 5-6pm; mainly when people are arriving at work, taking a lunch break, and right after the workday.
The best days we found are Tuesday-Thursday, giving the audience some time to get into the work week. That’s not to say we don’t post on LinkedIn on Friday, Saturday, Sunday, and Monday. We do post on those days, but less frequently.
It’s a good idea to take note of (and possibly keep a record of) what kinds of posts do best on your LinkedIn for obvious reasons. If posts showing facts and figures create a buzz on the feed, you may want to provide that type of post more often. However, never be afraid to post something that either fits the person’s feed, or intuitively you believe is a great piece of content. If a post either does not do well, or it reads poorly to you after you post it (hours later or the next day), you can always edit the post or completely take it down.
At the end of the day, you can do all the research on best times and days to post, but ultimately you or your clients will be best served when the goals for the specific social media platform are established, and the analytics measuring the success of your work towards those goals are consistently monitored. That way, you have the best chance of achieving your social media goals!
Here’s to great content 🥂
Paradox Media Group