When Is the Best Time to Post on Facebook?
With the amount of time and energy spent on creating and implementing our social strategies, it’s easy to wonder if our hard work goes unnoticed simply because it wasn’t posted at the right time, or through the right channel, or on the right day.
In this four-part blog series, we take a look at the data from various social networks to determine whether or not the number of posts, and the time and day we post, actually matter in our overall social strategy.
Here’s part one of the blog series: Facebook.
Facebook now has over 2 billion active users, making it an effective marketing channel capable of reaching a very large audience. Facebook Insights is designed to help marketers understand and optimize their customers’ complete journey across their app and website, from interactions on brand pages to website purchases—and every interaction in between. These new capabilities will help marketers identify trends in their own marketing strategies to determine the best days and times to share specific types of content.
While you start gathering and collecting your own data—either through platform native analytics or an analytics solution like Simply Measured—here is what the data tells us about the best days and times to post Facebook content.
Best Days to Post
Try to avoid posting your juiciest content in the middle of the week, as engagement increases between Thursday and Sunday, according to TruConversion.
For brands, Fridays generate 17 percent of all likes, 15 percent of comments and 15 percent of shares.
While this data may hold true for your brand, there is always the slight chance that your specific following may have unique engagement behaviors. You may find that collecting and analyzing your own social data to inform your social strategy may be more effective than following these general trends.
Using Simply Measured Social Analytics, we can identify peak engagement days and provide insight into the type of content that resonates the most with your target audiences. Here’s how Gymboree, a children’s clothing retailer, performs on social media in light of how its audience is engaged with their brand on Facebook.
Gymboree received 13,841 total interactions in August, including likes, comments, and shares. We can see that Gymboree’s engagement peaks on certain days, with large spikes in engagement. These peak engagement days were August 6 (Sunday), August 10 (Thursday), August 15 (Tuesday), and August 24 (Thursday). Other than the outlier of the Sunday post, we can see a trend that Gymboree’s audience is most engaged on Tuesdays and Thursdays.
On August 15, a Tuesday, Gymboree’s Facebook account reached peak engagement with 2,394 interactions— accounting for nearly 20% of their monthly interactions. Below is a snapshot of the types of conversations and interactions that Gymboree’s audience are having with the brand. Identifying these peak engagement days and the types of content being shared helps inform a more strategic, and effective, social campaign.
Best Times to Post
50% of the U.S. population is in the Eastern Time Zone, and the Eastern and Central Zones combined represent almost 80% of the U.S. population. Be sure to tailor your posts for those time zones so that you are reaching the largest audience, unless you are hyper-focused on local targeting (and need to adjust accordingly).
Generally speaking, the best time of day to post on Facebook is between 1 p.m. and 3 p.m. If you post around 1 p.m., you are going to see an increase in the number of content shares. When you post around 3 p.m., you are going to see an increase in clicks, according to TruConversion. Posts before 8 a.m. or after 8 p.m. will experience low levels of engagement and may not reach your target audience.
Frequency of Posts
SocialBakers found that the most successful brands post, on average, just once per day on Facebook. As a general rule, this may be a good starting place—however, your audience might not directly align with this posting standard. To optimize your social content strategy, you should turn to your social analytics so that you can determine when and where you can most effectively reach your ideal persona.
Gymboree is sure to post to their Facebook account at least once per day. Their content rotates between videos, photos, and promotional ads. From these posts, they see consistent engagement from their following.
Here are a few other sources and their takes on the best days and times to post on Facebook.
- The most popular day for posting to Facebook is Thursday, and the most popular time is between 12 PM and 1 PM; the most effective day is Sunday, and the most effective time is between 12 AM and 1 PM. (Marketing Profs)
- The best time to post on Facebook is between 12 p.m. and 3 p.m. Monday, Wednesday, Thursday, and Friday. Saturday and Sunday between 12 p.m. and 1 p.m. will also provide high levels of engagement and interaction with your audience. (Hootsuite)
- By posting 2-3 times per day, you are increasing your audience reach with every new post. Typically, each post only reaches about 5% of our total audience, meaning more posts will reach a greater percentage of your overall audience. (Action Sprout)
As you build out your next social campaign, try testing out different days of the week and times that you share content. This will allow you to fine-tune your social efforts so that you are reaching your target market every time.
Stay tuned for the next part in our blog series, as we explore the best days and times to tweet. In the meantime, for creative campaign inspiration, check out our blog post “Want More Creative Campaigns? Here’s How.”
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Bryan is the Content Marketing Manager at Simply Measured. He spoils his dog, is a fitness fanatic, and loves research and writing.