When Is the Best Time to Post on Twitter?
The goal of Twitter’s rebrand back in 2016 was to re-establish Twitter as a place for users to report in real time and to find the latest up-to-date information and news. Twitter’s focus in 2017 then became to reposition the network towards what it was originally intended to be: a place to “see what’s happening.”
Creative Campaign Booster Kit
Twitter’s news-oriented nature means its users expect to be entertained, engaged, and informed on the network. Brands can keep their audiences up-to-date on developments and new products.
Twitter now has nearly 330 million active users. While its user base isn’t growing as exponentially as the Facebook powerhouse, Twitter is still an integral marketing platform. Twitter has been able to bring organizations closer to their target markets, and it enables businesses on the platform to strengthen not only their marketing efforts, but also their general communication with their audiences. Here’s how social marketers utilize Twitter in their strategies.
Twitter As Customer Service
On Twitter, customers can connect directly with companies, sharing positive brand experiences and expressing complaints. The expectation is that businesses will reply quickly and personally. According to Twitter, customer service interactions over Twitter have increased 250% in the last two years, meaning customers are eager to have their favorite brands listen to what they have to say.
Because I went out-of-state for grad school, I flew home often. I can recall a specific experience when I missed my flight due to painfully slow TSA lines, and Alaska Airlines quickly booked me on the next flight, no questions asked. I tweeted my positive experience with Alaska Airlines, and within the half-hour, they responded with a warm, personal tweet. I immediately felt more loyal to the brand, just because they replied. Needless to say, I’m a sucker for good customer service.
It’s important to note here that your audience may tweet to you unexpectedly and abruptly, making it vital for social media managers to continuously monitor tweets and brand mentions in order to respond with haste.
If customer service is one of your primary uses for Twitter, try collecting data surrounding customer service-related engagements and look for trends in when those are happening the most so you can plan your monitoring hours accordingly.
Twitter for Research
Social marketers are realizing that one major benefit of Twitter is to collect information regarding their target audiences. Social listening—actively monitoring social and tracking conversations on specific topics or brands—has enabled many businesses to join in on conversations already happening regarding their industry, their brand, or their specific products or offerings. You can identify trends in their behaviors and use of social media, determine which topics they are most interested in, and pinpoint which social channels they are most engaged with.
Using Simply Measured Listening, Redfin can identify popular hashtags related to their brand. The words compiled in this word cloud are the most-used keywords people employ when they are also mentioning the Redfin brand. Redfin gains insight into the conversations already happening on social—including Twitter—so that they can engage in those conversations, identify influencers, and create effective content that resonates. Social listening can also help you identify those peak engagement days, times, and channels which will enable you to share content when and where your target audience is most involved.
Now that we know Twitter is still an effective marketing platform, let’s take a look at what the data tells us about the best days and times to post on Twitter.
Twitter is one of the fastest-paced social platforms. Within the past second, 7,762 tweets were sent, meaning that the average lifespan of a single tweet is not very long. Businesses realize that social media, generally, hosts a ton of content that can easily get lost in the busy social space. To increase brand engagement and boost brand conversation, brands are creating content based on the insights from their social data to align with the interests of their audiences.
Best Days to Tweet
B2C companies see the highest levels of engagement on Wednesdays, Saturdays, and Sundays, according to The Huffington Post. On these days, B2C brands will experience higher click-through rates and overall higher engagement.
B2B companies are successful on Twitter during business days, Monday through Friday.
Best Times to Tweet
The most popular day for tweeting is Thursday, and the most popular time is between 12-1 PM; the most effective day is Sunday, and the most effective time is between 10-11 PM, according to MarketingProfs.
HubSpot reports that the best times to tweet range from 12–3 PM. However, 5 PM. typically sees the highest level of engagement, correlating with the commute home at the end of the day. Hubspot also reported that Retweets and click-through rates are highest at noon, 3 PM., or between 5–6 PM. Think of when people would typically take breaks from their work during the day—or during their daily commutes—and schedule your posts to reach them during those times.
Twitter users are 181% more likely to be on Twitter during their commute.
Using Simply Measured Social Analytics, we can see that Disney generated the most engagement on Twitter on September 15th. Diving deeper into the data, we can determine which content pieces received the most replies, retweets, and likes.
The tweet that received the most attention was a video of the iconic Minnie Mouse, who attended New York Fashion Week. This Tweet received 410 retweets and generated 1,800 likes. Disney leveraged its nostalgic characters to drive engagement at a well-known fashion event.
National and local events are effective times for brands to post content to reach a large audience or introduce themselves to new audiences. When thinking about the perfect days and times to post content, consider leveraging events, and the hashtags or conversations related to these events, in your social strategy.
The life of a typical tweet is hard to determine, but it can range from a single second to eight hours, depending on the audience you are reaching, according to TruConversion. To maximize your brand exposure on social, try posting at least four times per day, more if possible. The fast-paced nature of Twitter means that a high frequency of posts will be essential to your success on this platform.
Here are a couple of other resources, and their takes on the best times to post on Twitter.
- During the workweek, Tweets perform best between 3-5 PM, which aligns with the typical workday commute. (Revive Social)
- The highest level of engagement occurs between 11 PM and 5 AM. (Airi)
Like we mentioned in our post about Facebook, these guidelines and suggestions are based off general findings. For your brand specifically, your strategy may not align with the status quo. Be sure to continue testing different types of content, on different days and times, to notice any engagement and conversion trends that occur for your brand on Twitter.
For more tools to help you optimize your marketing strategies on various social networks, check out our related blog posts:
Get everything you need to analyze the metrics that matter
The Social Media Marketer’s Testing GuideDownload
Bryan is the Content Marketing Manager at Simply Measured. He spoils his dog, is a fitness fanatic, and loves research and writing.