So, when should you post to Facebook? If there’s no "best" time to post, how do you decide when to share your content to Facebook? How to use Facebook Insights to find your best time to post If you’re looking to find the best time to post on Facebook, the first best place to start is Facebook Insights. To see your Page Insights, click Insights at the top of your Page: Once you’re in the Page Insights dashboard, there’s a wealth of data available to you. Here’s an example of how Sunday’s tend to look for our Page (the dark blue line is data for Sunday): Here at Buffer, we can see our audience is online seven days per week and that there’s no specific day where we see a spike. But, to me, this would suggest our best times to post are during the work day between the hours of 9 a.m. to 5 p.m. when our audience are most active on Facebook. Brian, our social media manager, has recently been posting when less of our audience is online and we’ve been seeing some success between 3 a.m. to 5 a.m. How to find posting times of successful posts Facebook Insights records reach and engagement figures for every post you share to your Facebook Page. This data can be found in the same place as the data for when your fans are online. If you wish, you can also replace your current Buffer schedule with these times in one click: Note: As this tool takes data from your Page and similar profiles in the same timezone, I tend to use the recommended times as a test to see how content performs at each time, rather than a set of ‘best times to post’. Not the time it’s posted.
There probably isn’t a single best time to share to social media.
There’s a long tradition of studies that have attempted to uncover a “best time” to post to Facebook, Twitter, Instagram and almost every other social media marketing channel, with each study finding a wide range of results.
Here are just some recommendations on the best time to post to Facebook to get you started:
- Thursdays and Fridays from 1 p.m. to 3 p.m. (Hubspot)
- 1 p.m. to 4 p.m. late into the week and on weekends (CoSchedule)
- Early afternoon during the week and Saturdays (Buffer)
- Off-peak times are best (Buzzsum0)
All of these studies are based on sound logic and can potentially be helpful to point marketers in the right direction. But almost every study reveals a different “best time to post” and I believe there’s no perfect time to post to Facebook (or any social channel for that matter).
The best time to post depends on a number of factors that are specific to every business: What’s your industry? What location is audience based? When are they online? Are you sponsoring your post?
I’d love to flip the conversation and say that instead of looking for a universal “best time to post,” maybe we should be focusing specifically on when is the best time for your brand to post.
The content crush is truly upon us. There’s more content shared to Facebook than any of us could ever consume, and as such, Facebook’s News Feed algorithm helps to determine what is shown to us every time we open up Facebook.
On their Business blog, Facebook’s VP of Advertising Technology, Brian Boland explains:
Whenever you post to Facebook, you’re essentially competing against at least 1,500 others post for a place in the News Feed and timing is only one of a number of factors that determines which content appears.
With this in mind, it’s also possible that the best time to post could also be the worst time. Let’s say a study found the best time to publish is 6 p.m. on a Friday, and every brand was to try and push content to their audience at that time, it’s likely that very few of those posts would be seen due to such high competition. The same is true for saying off-peak times are best to publish — if all brands post off-peak then there will be more competition, and so they should go back to posting at peak time.
It’s all very muddled and there’s no clear answer. As such, I’d argue that there’s no specific time that’s best to post to Facebook.
So, when should you post to Facebook? Here are a couple of strategies you can try.
If there’s no “best” time to post, how do you decide when to share your content to Facebook?
To answer this question, I feel like there are two approaches we could use:
- When your data tells you
- When it’s relevant
1. When your data tells you
When it comes to marketing and digital strategy, the best data is always your own. And, thankfully, Facebook has a ton of data available for all page owners and admins. A comprehensive understanding of your own audience on Facebook and how your content is performing will bring more success, than generic insights drawn from studies on a wide variety of Pages from a range of industries and brands.
2. When it’s relevant
This one is a little less scientific. But some content will work best in-the-moment or at a time when it’s most relevant. A great example of this is the content many sports teams share to Facebook to update fans on the scores or breaking news.
For your business, the same can also be true. Some pieces of content will perform best when they’re relevant. For example, the best time to share content related to the launch of your new product tends to be directly following the announcement. Or if you had an advert on a local TV station, it’s best to create and share social content around the same time that it’s broadcast.
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