Timing And Its Impact On Social Media Marketing

Posted by Murray Sye

on Mon, Jan 6, 2014 @ 09:39 AM

Is it midday, or first thing in the morning, since many people check their Facebook page before they start their day? Or, is evening best? Brands want to time their publishing to achieve maximum engagement. But when are their customers most receptive? What time of day and days of the week generate the most engagement? And what about B2B versus B2C – what are the differences?


Here's the thing: Social media timing matters. Getting frequency right is an important achievement in marketing, whether you're talking email strategy, blogging or social updates. Use the following data to learn when your audience is most likely to tune in. Unless otherwise noted, the data collected is courtesy of Dan Zarella (@danzarella).

Social timing: Facebook and Twitter
It's important to know when the highest percentage of your audience is eavesdropping on your social networks – so that when you share content you'll get maximum exposure. 


Quick Key Takeaways:

  • The highest percentage of retweets occur around 5:00 p.m.
  • You can achieve a higher click-through-rate between 1 and 4 times per hour
  • Your click-through-rate is generally highest midweek and during the weekend
  • Click-through-rates spike around lunch hour and 6 p.m. (after work)


Quick Key Takeaways:

  • Most Facebook sharing is done on Saturday
  • Facebook shares tend to spike around noon and a little after 7 p.m.
  • 1 post every 2 days will achieve the most likes on Facebook

Social Timing: Email Marketing
Here's how timing can effect your email campaigns. Data suggests that there are distinct windows in which to send emails if you want to achieve the highest open rate and maximize your readership. 


Quick Key Takeaways:
Timing Your Email Marketing Campaigns

  • Open and click rates are highest (on average) in the early morning hours
  • However, in a study by Pure360 (from which the above data was collected) it appears that some kinds of promotions are better sent at certain times of the day more than others
  • Note: timing in the chart above is relative to the time zone you're targeting


Quick Key Takeaways:

  • The click-through-rate is highest when emails are sent less than 4 times per month
  • The unsubscription rate remains fairly constant for email sending frequencies greater than 4 times a month
  • The highest unsubscription rate occurs among those who have been subscribers for less than 10 days
  • The highest click-through-rate occurs among those who have been subscribers for less than 10 days
  • There is also a spike in click-through-rates for users who've been subscribers for 116 days

Social timing: Blogging
Timing is everything, and maintaining a blog is no exception to the rule. Learning when your audience is tuning in, and therefore when to post, is mandatory for any successful blog. The data is courtesy of Dan Zarrella and Search Engine Land.


Quick Key Takeaways:

  • 70% of users say they read blogs in the morning
  • A higher percentage of men read blogs in the evening
  • The average blog gets the most traffic on Monday
  • The average blog usually gets the most traffic around 11 a.m.
  • The average blog usually gets the most comments around 9 a.m.
  • The average blog usually gets the most inbund links on Monday and Thursday
  • The average blog usually gets the most inbound links around 7 a.m.
  • Posting more than once per day, your chances of getting more unique views and inbound links are greater
  • The number of posts-per-day increases, the number of unique views per month also increases.


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Flickr Photo Credit: by Jason Howie

Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

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